Connecting With And Understanding Our New Language
The way we tell stories is in a constant state of evolution.
When it comes to our work here at CONNECT(ED)ITORIAL it is also something we like to keep a close eye on.
Communicating with your customers/community by way of editorial content and new media storytelling is essential when crafting a narrative that better speaks to your brands' lifestyle. But between countless vehicles including blogs, Instagram and even virtual reality, how can we effectively tell these stories in a way that's understood by the masses? No matter how much new technology is introduced into our lives, it's our responsibility as marketers and storytellers to keep our lines of communication, and really our language, human. Below are a few points that better speak to this.
Glass Half Full:
With so many tools and resources at our fingertips it's easy to lose our sense of self when writing a quick note or sharing something digitally. As the above featured quote from Erin Marino of The Sill reminds us, connection with customers should come from both a positive and productive place. Sometimes that requires getting back to the roots in which how we relate to others - whether that is via snail mail or picking up the phone. Resorting to these "old school" tactics can sometimes spark new conversations and an authentic sense of connection with your brand's community.
It's What's On The (INSIDE) Outside That Counts:
When crafting compelling content around your brand's story, it's equally important to place emphasis on creating strong visuals that capture your reader's attention and entices them to want to learn more about your values. Whether it's editorial or social, you only have a certain amount of time to capture and maintain their attention - and as our featured quote from Whitney Goodman of WM Goods proves, our language is becoming increasingly more visual.
Speak From The Heart:
Cultivating community should inspire conversation among your customers, but it should also come with the motivation of sparking a certain feeling - one that your customers know is coming from an authentic place. It's easy to fall victim to posting "fluff" content that keeps your brand in the peripheral. So taking the time to tell stories that matter and that go beyond just trying to sell your product (and even your lifestyle) will introduce a new layer to the relationship between you and your community... and hopefully one that prides itself on longevity.