Content Marketing 101: What? Is The Deal? With Honey Nut Cheerios?
Whether you are an old stalwart of content marketing strategy or new to the game, you probably know this: storytelling is massively impactful in building and establishing your brand.
Here is what usually happens. A company hires a writer or a strategist or implements the process in-house. They create a narrative with a sexy mystique or a fun story that fashions the voice of the brand.
Here’s a nice little brand story that I like to use as an example. MVMT Watches. They have a link on their page with a button that says “Our Story.”After clicking that link, you can read about how Jake and Kramer, two college kids, got together to make a watch company. Here’s that story, directly from their website:
“In 2013, two watch enthusiasts (Jake Kassan & Kramer LaPlante) dropped out of college with the dream of reinventing the watch industry. Tired of big brand markups, the duo set out to create a direct to consumer model. Due to enormous fan support, we became the second highest crowd-funded fashion brand in 2013. Through the amazing engagement of our fans we have established a growing community on social media amassing 1.5 million followers.”
That’s a great story, but that tense shift was kind of clunky, right? I love these guys but there’s a side lesson here…choose a tense and stick with it.
Still, that apalogue is pretty good, right? Instead of just saying “MVMT watches have cut out the middle-man to provide high quality time pieces at affordable price points” they have put faces on the plate. Hey, it’s Jake and Kramer! They have a hip startup story. They have a nice website design and a solid and viable model. That’s some good brand-based storytelling settled nicely within a forward thinking structure.
It’s not easy to do that but here is where a lot of brands fall short: they create a lovely origin narrative and then they stop creating stories and start focusing on shooting content to different levels of the funnel that they haven’t earned access to yet. (I’m not saying MVMT does this. I just used them as an example for a great origin concept.)
So how does a company continue to tell great stories to keep prospects engaged while moving them deeper into the buyer’s journey? They don’t do it by reinventing the origin narrative. That is something that should be written in stone and adhered to.
There is a way to continue to generate memorable storytelling that mashes with a company’s brand and mission while still driving momentum-based engagement. And it’s not a magic trick. It’s simply a matter of ingredients and a recipe.
And the secret sauce? Create stories about your campaigns.
One only needs to check out a recent viral ad campaign brought to us by Honey Nut Cheerios.
Don’t act like you don’t know what those are.
Recently, Honey Nut Cheerios launched a new content marketing campaign that tells a delightful story. And the story isn’t based around the brand…it’s based Go to the full article.