Storytelling can help brands effectively connect with prospects in a post-COVID world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 1:10 PM UTC

Only 13% of corporate communication leaders think that crisis communications will take over brand storytelling.

Brands should prioritise content that connects audiences to brands and engage readers – even in uncertain times like this. Good storytelling can build empathy and understanding while giving organisations a human face – especially when customers cannot connect with a business in “real life”.

Content creators should address the rapidly evolving concerns of both customers and companies. With businesses slashing marketing budgets, businesses are expected to focus more on effectiveness and communication teams to ensure that each content they create genuinely adds value.

According to a survey by Speak Media in collaboration with PRCA, 81% of corporate comms said the content they create is likely to change post-pandemic. Further, 63% of respondents suggested that internal communications would become “all-important” due to the crisis.

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