Brand storytelling is a type of content created to generate brand awareness. This is important to note because not all types of content serve to build brands, just as not all content serves to drive leads or nurture customer relationships. Brand awareness content supplements conversations on channels where a brand’s target audience is, such as industry publications, social media channels and industry blogs. Brand storytelling has become so widespread that in 2012 the Cannes Lion International Festival of Creativity created a Branded Content and Entertainment category. A perfect example of brand storytelling is Virgin America’s “Departure Date.”
A content strategy designed to build brand awareness should include content that embraces the elements listed below.
Brand awareness content must demonstrate thought leadership. Thought leadership content requires a unique point of view paired with valuable information and a strategic approach to getting that information in front of the target audience. Thought leadership content conveys to your audience that you are engaged in your industry and knowledgeable in your subject matter.
Brand awareness content must be useful. We live in a self-service world. Decision-makers go to the Web to find information that solves their problems. Brand awareness content must provide solutions for the target audience’s pain points. This content must be readily available and easy to consume via any device.
Brand awareness content must tell a compelling story. Compelling stories are emotional, entertaining, memorable and shareable. Compelling stories, such as “Departure Date,” are almost impossible not to share. And when it comes to brand awareness content, sharing is the ultimate goal.
Developing a solid content strategy is essential to building content that builds brands. Ensuring your content tells the right story to the right people at the right time requires that your content conveys a clear, compelling and consistent message.
