Why you should use storytelling techniques for a better customer experience – Meios & Publicidade

Did you know that the best marketers in the world are the creators of series and movies? They know better than anyone how to attract and retain an audience for a long time. Wouldn’t it be great if we could offer the same experience people have while watching their favorite series on Netflix, but with our brand? Completely “engaged” with the content?

1. Create content that is easy to consume (bingeable)
Let’s look closely at the creators of a good TV series. A series consists of multiple episodes. They build the story little by little, as well as the characters. And they never show everything in a single episode, which usually ends with a cliffhanger for the next one – that’s why people can’t stop watching these shows. In marketing, however, we try to put all aspects of our message into a single type of content or campaign.
Why aren’t we applying the same strategy as these creators, and start writing our content in episodes? It can be organized by seasons, and it can guide your (potential) customer through your series through summaries at the beginning of an episode and cliffhangers at the end. And of course you can use trailers to draw the right audience directly to your episodes.

2. Evergreen content is the gold of the future
If you’re creating seasons and episodes, you might want to consider creating evergreens – content that is inspiring and relevant to your audience for a long, long time. Not only when you, the marketer, have to achieve your goals, but because you are creating content that is relevant to your audience members for the time they are open to or have a need. It’s not complicated – the only thing you have to understand is that not all content that is created in quarter A is relevant to all audience members in that same quarter.
When you invest in creating a database of evergreens, your audience will be able to consume content that was created in either quarter A, quarter B or C, or even next year. Compare it to a Netflix series that is ready and waiting for audiences to watch it all at once, or to watch it gradually. Your audience decides when they want it, when they feel like it or when they need to see it – you just need to be prepared. Evergreen content is the future. Start investing now and you will see results year after year. A nice side effect is that it has a positive influence on your organic search results.

3. From the storytelling structure to getting to know the audience
In recent years I’ve been watching this world of movies and series. And during my search for things marketers should know about creating content, I came across Joseph Campbell’s “hero’s journey”. He discovered that there is a foundational framework for all stories, across the world, in all cultures and across all eras, and called it “the hero’s journey”.

According to many screenwriters, it’s the best way to make a story a hit and keep the audience hooked from start to finish. The Hero’s Journey can help you create better stories. But I’ve found that it’s not the only use of this matrix – you can apply it to your audience as well. Because they too are taking the same journey, following the same matrix in their personal quest. And that’s how you can figure out how to be relevant to your audience in your episodes. You can use this matrix to gain advance knowledge about what content is relevant to your audience at a given point in your trip. Some examples are:
– The Adventure: What are the catalysts for your audience to start looking for answers? Use your data, and Google’s, for this.
– The Resistance: What prevents them from continuing their quest? “Too expensive? “It is not for me?” or “I don’t know this brand?”
– Friends, Allies and Enemies: Who is your competition, in terms of content? It’s not the usual competition for products or services, but where will your audience end up when they search for the topic? And ask yourself: can my content compete with that? Should I look for another catalyst to attract this audience? Or can I partner with this competitor?

This gives marketers knowledge about topics relevant to bingeable content, but also about distribution strategies and, for example, potential influencers to work with.
At the end of the day, drawing on the knowledge of movie and series creators will make you a better marketer and it will benefit your customer experience.

Opinion article by Carlijn Postma, branding strategist, founder of the digital agency The Post and author of the book Binge Marketing

Source: Meios & Publicidade by www.meiosepublicidade.pt.

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