Brands must have a content creator’s mindset to deliver authentic storytelling

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2019, 2:14 AM UTC

A cited WP Engine research states that over 80% of Gen Z is more likely to purchase from a company that creates relevant content. 

This piece argues that consumers are not resistant to advertisements, and so ads should be authentic and tailored to their interests and experiences. Instead of thinking as a seller, marketers should adopt a content creator’s mindset and produce content with powerful storytelling.

While creating branded content, companies must use their brand or product to “lift up a storyline” rather than sell. To find inspiration for creative content, marketers can look at digital and OTT ecosystems.

Companies must understand the nuances of creative impactful storytelling to drive performance and brand awareness. Authentic storytelling can begin with identifying core customers and what is relevant to them before going on to building stories around those insights.

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