Ah, the story: that great panacea for all of the marketings problems in a digital world!
That is the idea, at any rate. We all know content is king. We see agencies and freelancers rebranding themselves as “content specialist”. The promise: Your marketing problems are over.
Well, how’s that going for you?
Content Is Hard
As consumer’s we get to look at a brands content every day. They push it at us through different digital platforms, expecting us to sit and wait patiently while their dull “stories” or “content” waste our most precious resource: Our Time and Attention.
And like you, I don’t want boring things in my life – and an annoying brand story is one of these things I quickly ignore.
Why Is Most Branded Content Sooo Boring?
Most content is functional. There is no story to it and does not build any resonance within its target market.
Like a bad sales strategy, the content focuses on selling the functions of the product. It takes you down to the level of a commodity – at warp speed – ensuring that no-one pays attention, or gives you the time of day.
Look at it this way:
It’s like a soap brand telling that they can help wash off more dirt. Nope. Not buying it!
It’s like a power drill saying they can drill harder. Who cares! Every other product is good enough.
And so on.
Capture The Imagination
Great Stories capture your imagination. You care about the idea. And the better the story is told, the more compelling and engaging the idea becomes.
Watch the original Star Wars. It is the archetypal story of the Hero’s Journey. It connects deeply with every human and is more powerful than selling the idea on lightsabers and cool props.
How does WTF help you with Content?
Like all good stories, we look at your brand story in 3 parts.
We start with WHY you are in business. We believe that people don’t buy what you do, but why you do it. It looks at what’s going on in the world today that makes what we do so valuable
We then understand HOW you so you this, what it means to your customer and the pain points trying to solve.
This leads to WHAT you do that makes the problem go away – the functional elements of your products and services.
WTF Podcast Series
Once we understand all of the above we turn this into a series of Podcasts – often with your staff and customers – and we create original, authentic content based on The Why, The How and The What.
Our content partners or your agency then turns this into a real content plan that gets distributed through your different channels.
What to know more? Drop us a note below – we would love to chat.