Discussions about employee and customer communications today often focus on topics such as engagement, effective digital campaigns, effective brand differentiation and social activation, or brand differentiation.
A key to all these areas is developing and telling a great story that reflects why your key audiences should support you. With attention spans shrinking and the the volume of content exploding, it’s a great time to look at everything you produce and post from the perspective of the story it tells. Is it really a good story? Here are five ways to check.
- It is Interesting and a little different? Your key audiences aren’t going to click on a link or read a story that they heard from others time and again. What is there about the topic that will catch the reader’s eye and make them want to learn more?
- Does it address issues that are relevant to your audienceDoes your story give them information and insight they can use to address important issues? If not, don’t waste their time by posting it.
- Will it lead to action? Be clear about what viewers and readers should do about what you want readers to do and look at it through their eyes before you post it.
- Are the characters in the story interesting? Tell stories built on experiences of customers and employees and use these examples to reflect your brand differences.
- Do you have good photos and video? These are are critical for sizzle. There is no excuse for not providing them today.
When you have crafted a good story, adapting it for multiple uses is almost easy.