By Taylor Mallory Holland
If content marketing has taught us anything in recent years, it’s that old-school marketing doesn’t engage people unless they’re already interested in your brand. Consumers don’t get on social media to read thinly veiled product pitches or 10 reasons why they should work with your company.
They know where to find that information if they need it, but when they’re surfing the Web, they want to read stories, be entertained or educated, and connect with other people. This is exactly why brand storytelling works; it puts a human face on marketing.
For content marketers, this means digging a little deeper, getting a little more personal, and showing some vulnerability in order to make real connections with readers.
For marketing leaders, this means loosening the reigns and giving writers the freedom to have a conversation with readers, not just tell them what to think or buy. Jason Bloomberg, CEO of digital transformation firm Intellyx, puts it this way: “Humans create the content, and the best content results when an individual is communicating something they care about. Taking risks with the content and going ahead and publishing it nevertheless is one way to show you care about that content.”
Read the entire article at http://www.skyword.com/contentstandard/art-of-storytelling/stop-playing-it-safe-5-risks-modern-marketers-should-take/.
