Last month, our director, Víctor Puig, gave two very interesting talks at the Social Selling Day events in Barcelona and Indusmedia in Hernani. In them, he talked about how all businesses need to build a clear and strategic brand story that connects with different audiences and objectives, and that is of our own making.
Nowadays, Artificial Intelligence is our best ally for everything. Yes, you read that right, for everything. We know that you are asking ChatGPT more questions than Google and that this tool is helping you to make copies and come up with ideas in your content plan. And you may ask yourself, is it bad? No! Even so, it is important to know how to use this type of tool correctly in order to maintain the value of our content and not abandon our creativity. Therefore, here are the tips that Víctor explained in each event, which will help you to know how to structure your brand story from beginning to end.
What story do you tell?
The first step in structuring your brand's content marketing is to clearly define what story you want to tell. This involves answering key questions: What are the areas in which your brand is an expert, what are the big issues you want to position yourself on, what attributes or values do you want to associate with your brand? Clearly define what you offer and why you are different.
What are you telling it for?
Your brand story should be aligned with your strategic objectives: Are you looking to increase visibility? Improve your positioning or reputation? Increase your sales? Being clear about your objectives will help you design a coherent and effective story that drives the results you want to achieve.
Who is telling the story?
Identify the voices that will communicate your story: corporate voices, personal voices, outside voices, etc. Define what role each type of voice plays and how they complement each other to convey a consistent and authentic message, if you want to use more than one.
Where do you tell it?
Choose the right channels for your brand storytelling based on your audience and objectives. Create a well-structured digital ecosystem that integrates: your own channels, such as your website, blog, landings or newsletters; social networks, those where your audience is most active; and external spaces, such as third-party publications, specialised media, collaborations, etc. Make sure that each channel reinforces your message in a coherent way.
How do you tell the story?
The format and techniques you use are key to capture the attention of your audience. Think about keywords to reinforce your message and help SEO positioning. Keep brand image in mind, how do you want your brand to be perceived? Be original in the variety of formats, combine articles, videos, infographics and other resources according to the preferences of your audience.
Defining this story is a strategic task that we must take on ourselves and these 5 tips are key to outlining a plan of action that suits our audience and how we want them to perceive our story. Artificial intelligence can be useful to improve or express the story in different ways, but we should never leave such a crucial decision in the hands of an algorithm.