This article originally appeared on Contentboost.com.
A few months ago, you were tasked with implementing a “brand storytelling” strategy in your marketing department. Now, you’re waiting for social shares and comments to begin rolling in. But they’re nowhere to be found.
If this is happening, take heart. Brand storytelling is a new and often misunderstood phrase that shamelessly gets tossed around, often incorrectly. It’s difficult, too. Many companies are now using it, but are finding it much harder to pull off than they expected.
Here are three reasons why your own brand storytelling strategy may be struggling:
1. You’re telling the wrong stories: Your editorial department is generating content every day, but it’s gaining little visibility and traction because your readers have no reason to focus on your material. The content is just not compelling enough to pique your readers’ interests, or compete with other blogs. Readers skip over your content like they do television commercials.
To fix this, try a change in perspective. Instead of writing solely about industry trends or your own products, highlight the people who are using your products every day, and tell their stories. North Face is an example of a company that does this very well. The
company features blog posts written by their own sponsored athletes. Check out Ingrid Backstrom’s article on her experience skiing in Chile as an example of how you can generate interest in your brand by focusing on real use cases. This type of content not only indirectly sells products, but it attracts a broader range of readers.
2. You aren’t taking enough risks: Great storytelling is all about exploring new ideas and delivery methods, and pushing audiences beyond their initial comfort zones. So if you want to stand out from other brands in your space, you have to deviate from what others are producing.
Here’s something fun and impactful you can try: Generate a character to represent a member of your target market, and incorporate him or her into a series of blog posts. Each story can be based around challenges that your company addresses. You can even get your design team on board, and create visual comics to go along with each article. This is the type of material that spreads like wildfire on LinkedIn.
3. Your team is too busy to think creatively: Many teams struggle to produce regular blog posts, let alone creative, cutting-edge material. It’s not easy to create inspiring, original content when you have tons of other deadlines to meet.
If this is the case, and your team is too overloaded to produce compelling material, don’t put the onus on them. Instead, consider outsourcing the process to a team of dedicated content producers who will have the time and resources to devote to your brand storytelling initiative.