Are you sitting comfortably? I’m going to tell you a story…
How do you tell a brand’s story in the best way to the greatest number of relevant people?
The proliferation of digital channels has created a huge opportunity for getting this right, but time and again I see missed opportunities, mixed messages and lack of cohesion between external and internal systems and resources.
There are five simple truths:
- PR TELLS STORIES
- SOCIAL MEDIA IS WHERE PEOPLE TALK TO EACH OTHER
- DIGITAL AGENCIES BUILD PLATFORMS
- PEOPLE DISCOVER STUFF IN SEARCH ENGINES
- THE MORE POPULAR THE PLATFORM, THE HIGHER THE SEARCH ENGINGE RANKING AND THE MORE PEOPLE WILL HEAR THE STORY
So it’s all about the story, with digital simply providing powerful and cost effective channels for the storytelling.
The right story need only tick two (big) boxes – be true to the brand and be simple, interesting and motivating.
We can seed the story through the channels you own and buy, but the huge opportunity lies in the amplification beyond these into the channels you have to earn, and that’s where the most powerful and engaging stories shine through and can deliver massive ROI.
The current norm is back to front – companies tend to look at what channels they currently use, and then retrofit the (often disparate) stories that will best ignite these channels. The medium is controlling the content.
Instead get your story right, then use the digital platforms and channels that best tell this story, rather then endlessly brainstorming for tactics that may get versions of the story told through your existing digital structure.
Your story is your future and digital is just normal – now f’ing well use it properly.
There’s a future story in that – watch this space.