authenticity

Backstories Forge Bonds with Internal and External Audiences

Backstories can inform fellow workers and impress external audiences. They are a form of storytelling based on authenticity that can convey human feelings and intriguing details as a way to build bonds to a brand.

Backstories can inform fellow workers and impress external audiences. They are a form of storytelling based on authenticity that can convey human feelings and intriguing details as a way to build bonds to a brand.

Think about how an inside job can become a revealing piece of content for the outside world. It could be doubly worth your time.

Going behind the scenes to tell the story of how one part of your operation works can be great content for your internal audience. The story also can be compelling content for your external audience.

Authenticity has always been important, but it has taken on deeper significance in the digital age with the specter of bots, fake feeds and deceptive or reimbursed reviews. Backstories convey authenticity to consumers by personalizing the employees and processes that produce the goods and services they buy. They can be about talented employees, unusual process or colorful personalities. They can appeal to emotions and feelings.

Internal audiences have a built-in interest in learning what their fellow employees do and how they do it. These backstories can be animated with human interest details, which, coincidentally, also hold appeal for consumers who like having a more tangible connection to the people that make a brand.

Antora Energy shares its backstory from the childhood of its founders to its emerging position as helping to create a cleaner electric grid for America.  https://medium.com/cyclotron-road/backstories-antora-energy-d06de388a388 .

Antora Energy shares its backstory from the childhood of its founders to its emerging position as helping to create a cleaner electric grid for America. https://medium.com/cyclotron-road/backstories-antora-energy-d06de388a388.

A smart approach to capturing interesting backstories is to create the equivalent of an editorial board. Its job would be to identify workers or parts of a business that lend themselves to backstory treatment – unique processes, intriguing personalities, unexpected successes. The editorial board then would assign someone or a team to go get the real backstory.

Most organizations have moved beyond a printed newsletter to an intranet or enterprise forums such as Yammer, Slack or Chatter. These platforms expand the range of formats that can used to tell the backstory. A mix of formats, such as video, infographic, photo gallery or podcast, can keep the storytelling fresh and inviting. Smartphone videos and photographs provide ample production values.

The same formats can conform themselves for external sharing through a website, social media or paid advertising. Backstories about your own employees can be a source of interactivity if you invite consumers to share their backstories involving your product or service.

Care needs to be taken to avoid contrived backstories. The stories should be real, even if they aren’t glitzy or heart-melting. If consumers or employees get the scent of hype, the magic of back stories goes poof. 

There is a lot of competing content to break through, regardless whether it’s aimed at an internal or external audience. Backstories can work if they are truly authentic and thoughtfully expressed.

The objective of sharing backstories is to generate bonding – among your own staff, with your consumers and for your brand. Like all forms of storytelling, back stories can attract and hold attention. They also can teach and touch people’s heartstrings.

Hot Trends to Keep Content Marketing Fresh and Relevant

Target audiences keep moving and so should your content marketing strategy to reach them. Here are tips and trends that can enable you to keep your content fresh, relevant and easy to access by consumers.

Target audiences keep moving and so should your content marketing strategy to reach them. Here are tips and trends that can enable you to keep your content fresh, relevant and easy to access by consumers.

Successful content marketing involves a lot more than slapping a slab of content onto your website or into a blog. It requires a strategy, moxie and keeping current on evolving trends.

Brendan Gannon, who is the marketing and editorial coordinator at Ragan Communications and PR Daily, produced an infographic that tracks the seven hottest trends for content marketing. Some of them aren’t new, but have become even more important. Others stretch the concept of content marketing.

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At the top of Gannon’s list of trends is authenticity. This has always been an essential ingredient in content marketing. The spread of fake news has heightened consumer interest in brands they can trust. Gannon cites statistics to back up his point – 91 percent of consumers will reward brands for authenticity and 86 percent say authenticity is important in their decision of what brands to support. Transparency, he explains, is the best way showcase brand authenticity.

Another staple of content marketing are personal connections. The tried-and-true way to build rapport is through content that is relevant, informative and useful. Gannon suggests that can extend to social media by replying promptly to consumer comments or questions, hosting Twitter chats or Facebook Live Q&As and telling stories on Instagram. Content can be personalized, he adds, by showcasing your own staff so consumers feel comfortable they are in a relationship with people.

Gannon’s third hot trend is somewhat counterintuitive. He argues for augmenting video and podcast content, which draw the biggest online crowds, with long-form content, which attracts serious consumers and impresses Google’s algorithm so you move up in searches. Longer pieces, according to Gannon, also underscore you are an authority on a subject and someone worth consumer attention.

Placing content in multiple channels and formats is at once obvious and not so easy to accomplish. To cover all your consumer bases, Gannon says, you need to spread around your content. Video is the big dog, estimated to represent more than 80 percent of internet traffic this year. Some 75 million Americans watch online videos every day and viewers can retain as much of 95 percent of what see in a video. At the same time, nearly a quarter of Americans regularly listen to podcasts, some as many as five podcasts per week.

Social commerce offers a bigger opportunity than in-store searching and purchasing. Instagram and Facebook provide consumers with a real-time platform to share images and videos of people using and enjoying products. Product features can be highlighted. Mobile apps can become like online shopping buddies that offer advice and tag along as consumers roam the racks and aisles.

We tend to think of content marketing as pristine and unsullied by advertising. However, Gannon suggests perception doesn’t square with how shoppers shop. It’s true that consumers aren’t salivating to see ads, but they can absorb them when the ads deliver value and are integrated closely with the adjoining content. The key is to make ads look like an integral part of the content, not just the odd man out along for the ride.

Gannon’s final hot trend deals with collaborative content. This involves teaming with complementary companies that have common marketing objectives and the kind of products that can be combined with yours to spark consumer interest. The good news is that collaboration can relieve some of the burden of continuously finding fresh content. The bad news, if you can call it that, is it takes work and patience to pull off collaborative marketing because there are more people and egos to please. Collaborative marketing may work best in lifestyle and food spaces. But don’t let that dim your enthusiasm or curb your curiosity.

Thought leadership remains a stalwart part of content marketing, especially for professional service firms that sell what they know rather than what they make. The boundaries of thought leadership can be stretched, too. In addition to demonstrating mastery of subjects, thought leadership can showcase keen insight, empathetic perspective and the human dimension of serious issues. Put another way, thought leadership can display leadership as well as thoughtfulness.

Gannon’s underlying advice is to keep your content marketing strategy, tactics and execution fresh. Your target audience isn’t standing still. Your content marketing shouldn’t just be marking time, either.

 

Brand Stories: Pets with Cancer, Shoes from a Waffle Iron

A beloved pet’s bouts with cancer inspired one family to start a pet food company using high-quality ingredients. Blue’s story is at the heart of Blue Buffalo’s brand story that compels consumer interest and builds brand loyalty.

A beloved pet’s bouts with cancer inspired one family to start a pet food company using high-quality ingredients. Blue’s story is at the heart of Blue Buffalo’s brand story that compels consumer interest and builds brand loyalty.

Consumers are bombarded by brands, but most remain faceless without a compelling brand story. For companies with a story, it is an opportunity missed to build brand interest and loyalty.

I was reminded of this over the holiday break when I saw a TV ad for Blue Buffalo pet food. The ad was mostly about Blue, a large-breed Airedale that battled cancer and inspired its owners and pals to pursue a pet food company using quality, natural ingredients. A longer version of Blue’s story is on the company’s website.

Blue Buffalo is a now a publicly traded company. The young boy who fell in love with Blue as a puppy is the CEO. The company markets its higher-end dog and cat food around the BLUE Life Protection Formula®.  Dogs are everywhere at corporate headquarters and are treated like family, which led to the company’s trademarked cutline, “Love them like family. Feed them like family.” There is a Blue Buffalo foundation to raise awareness of pet cancer.

The Blue brand story has authenticity, even if the brand has faced a couple of accidents on the rug in its history. Purina sued Blue Buffalo, claiming its ingredients didn’t live up to its brand promise (Blue Buffalo blamed the lapse on some of its suppliers). Some pet owners say the food gave their dogs diarrhea, forcing them to switch to another brand. Despite these blemishes, the Blue brand story continues to attract consumer interest.

Brand storytelling has been used by many other consumer-facing companies, including Nike, which traces its birth to Bill Bowerman’s waffle iron used to mold shoe soles and continues with Phil Knight’s memoir Shoe Dog. Along the way, Nike has employed stories to make its brand more than just about running shoes. Equality is one of its recent brand stories and new apparel lines, which “celebrates differences and inspires change through the power of sport.”

One of the most iconic brand stories comes from Burt’s Bees, whose founders (an artist and a beekeeper) met through a hitchhiking encounter. Burt’s Bees sells natural care products with a side of activism, including efforts to restore areas where bees forage. Its videos underscore the company’s philosophy of treating our skins and our planet with care.

Minnetonka, which makes comfortable and affordable footwear, touts itself as a fourth-generation family-run business dedicated to hand craftsmanship and sustainable employment practices. Part of its brand storytelling is interspersing pictures of stars like Cameron Diaz and Kate Moss with user-supplied pictures of everyday people wearing their moccasins, sandals and boots. Content on its websitedescribes when and how some of its famous moccasins originated

Digital marketer Sujan Patel wrote a recent blog describing seven brands that he says are “killing it with brand-driven storytelling,” including Nike, Burt’s Bees and Minnetonka.

“Telling your story is a critical part of building your brand,” Patel writes. “It helps to shape how people view you and enables consumers to begin forging a connection with you and your company.”

The trick, he adds, is making sure the stories authentic, not fabricated. “Consumers aren’t stupid. If they think you’re fabricating stories and falsifying your brand they will find out. At some point, the truth will come out and the ‘brand’ you built will be in need of some serious damage control if it’s to survive.”

As Blue pet food demonstrates, you need to do more than tell your story. You need to walk your talk and keep faith with your brand story.

Do you have an untold brand story? Do you need help telling or showing your brand story? Share your brand story with us. Maybe we can help. In any case, we would love to hear your story.

Brand Stories Where Brand and Story Are Inseparable

The best brand stories are ones where the brand and the story are inseparable, like GoldieBlox, which makes construction toys for young girls to spark their interest in eventually becoming engineers.

The best brand stories are ones where the brand and the story are inseparable, like GoldieBlox, which makes construction toys for young girls to spark their interest in eventually becoming engineers.

Storytelling is in. Brand stories and storytelling are the vehicles of choice for content marketing. But not all stories are created equal.

One of the better brand stories is by GoldieBlox, which was launched in 2012 as a way to "introduce girls to  the joy of engineering at a young age.” Founder Debbie Sterling earned a degree in mechanical engineering and was struck by how few women studied to become engineers.

“Construction toys develop an early interest in science, technology, engineering and math,” the GoldieBlox website says. “But for over a hundred years, they’ve been considered boys toys. GoldieBlox is determined to change the equation. We aim to disrupt the pink aisle and inspire the future generation of female engineers.”

The young company, which went from Kickstarter funding to a $1 million in orders in six weeks, features BloxTown on its website. This is a storytelling showplace. There are videos, apps, toys and “The Gang” – four young multiracial women who personify the goals of GoldieBlox. There is Goldie Blox (mechanical engineer and Ms. fixit), Ruby Rails (software engineer and dressmaker), Li Gravity (daredevil who calculates the physics of her stunts) and Valentina Voltz (gadget lover and musician). They even have their own compatible pets, like Nacho, Goldie’s basset hound sidekick who “eats, farts and drools.”

Products are placed on the web page as just another avenue to adventure.

GoldieBlox has a blog with frequently updated content, typically featuring women engineers and technologists, who are called #goldmodels. The blog invites stories from women with careers in scientific and engineering fields (“Engineers in the Wild”), as well as from young girls whose interest in those professions has been piqued.

GoldieBlox is an excellent example of a brand built around and fueled by a story. The story and the brand are inseparable. The GoldieBlox brand story works for several reasons:

  • The story about the brand is authentic
  • The story has human appeal
  • The product and the brand story are closely linked
  • There is a clear call to action.

Too many brand stories are forced or superficial. They come closer to brand hype than a brand story.

Like any other good story, a brand story needs to resonate with its audience, to touch as many of their senses as possible so people feel transported to where the story takes place. That place can be as close as the family living room where a young girl constructs her first whirligig.

The Picture of Opportunity

Pope Francis blesses a baby at Independence Hall in Philadelphia, Saturday, Sept. 26. The pontiff visited Philadelphia as part of the World Meeting of Families. (U.S. Coast Guard photo by Chief Petty Officer Nick Ameen)

Pope Francis blesses a baby at Independence Hall in Philadelphia, Saturday, Sept. 26. The pontiff visited Philadelphia as part of the World Meeting of Families. (U.S. Coast Guard photo by Chief Petty Officer Nick Ameen)

The whirlwind U.S. tour by Pope Francis should convince every marketer of the power of photo ops to reinforce key messages.

Pope Francis departs the U.S. Capitol after his address to Congress. (Photo Phiend)

Pope Francis departs the U.S. Capitol after his address to Congress. (Photo Phiend)

From riding around in a tiny Fiat to having lunch with the homeless to meeting with prison inmates, Pope Francis exhibited what humility means in practice and underscored his pleas not to forget society's downtrodden souls.

The imagery from his trip was searing and kept most of the nation spellbound. The Pope's insistence to stop his car to bless a child provided a viral visual witness to his words.

The papal visit is a reminder that imagery can tell a story in a way words never can. Yet so much time is spent on words and too little time on actions that could convey your message in a genuine, impactful way. Even when visual communications are considered, choices often boils down to a video or an infographic, which can lack the raw appeal of an opportunistic photograph.

Photo ops have earned a bad name as manipulative ways to make a point in front of a camera. That bad reputation is deserved for the most self-serving "shots," such as the grip-and-grin pictures of someone handing an oversized check to a charity.

The art of the photo-op is to avoid making it look phony. That usually requires making sure it isn't phony.

Pope Francis is a media-savvy guy who keenly understands the value of walking the talk. He knows he is photographed constantly whenever he steps outside. But his actions that generate endearing images appear spontaneous. There is nothing forced or phony about them.

Pope Francis and President Barack Obama are greeted by Catholic school children on the flightline at Joint Base Andrews, Md., Sept. 22. The children are local to the National Capital Region and presented the pope with a gift of flowers. (U.S. Air Force Photo/Tech. Sgt. Robert Cloys)

Pope Francis and President Barack Obama are greeted by Catholic school children on the flightline at Joint Base Andrews, Md., Sept. 22. The children are local to the National Capital Region and presented the pope with a gift of flowers. (U.S. Air Force Photo/Tech. Sgt. Robert Cloys)

While Pope Francis is a hard act to follow, his ability to curry powerful imagery is something everyone can emulate by following his example.

First, the Pope looks for moments that can crystallize his messages. After a wedding ceremony at the Vatican, Pope Francis donned a red nose like the ones worn by the bridge and bridegroom, which was captured by the wedding photographer. He enabled a photographer during his visit to a prison to capture his arm in the papal robe firmly in a handshake with a heavily tattooed inmate's arm. Francis kissed, hugged and fawned over children with grandfatherly naturalness, with iPhones clicking madly.

Second, the images we saw on TV, online and in social media were all captured and shared by journalists and onlookers, not a Vatican production company. They were in many cases crowdsourced, which attested to their authenticity, even if in some real sense they were stage managed.

Finally, the Pope evaluated his schedule on its symbolic qualities. He insisted, for example, to go to the 9/11 Memorial Museum, not just to be photographed paying homage to the dead, but to participate in a live inter-faith service. The service delivered some of the most emotional imagery of his trip, which never would have been filmed if he hadn't gone there.

Incorporating photo opportunities into marketing PR plans requires a lot of creativity and hard work. But an image that takes seconds to comprehend and embeds itself into memory is worth the effort.