today’s marketing

Hello,  2018! Isn’t it crazy we’re weeks into the New Year already? For one of our first Write Blog posts in 2018, I’m beginning the year with a powerful topic. I want to unveil the what, how and why of a rare content epidemic that can transform our marketing world as we know it. What is this epidemic, you say? Content storytelling. Research has proven that emotional connection is EVERYTHING in marketing: On average, emotionally connected customers are 52% more valuable than customers who are only highly satisfied. Emotionally connected customers engage with your content, buy products, and keep coming back. In a study of retail banking customers, those who were emotionally connected to the bank were 6x more valuable than highly satisfied customers. This is because: They remained customers much longer They held more products at the bank They concentrated more of their balances at the institution Just look at the average lifetime revenue of highly satisfied customers ($10,189) versus emotionally connected customers ($59,500). There’s a difference there that adds up to tens of thousands of dollars. It’s pretty clear that when you connect with your audience/potential customers on an emotional level, amazing things happen. Your customers become better, more loyal, and invested in what you do. They don’t just like or trust you; it’s deeper than that. So, how do you get to that level with them? Content storytelling can be the lynchpin. To get a better idea of how it’s done, let’s start by looking at how a major credit card company, Chase, courted millennials and plugged into an emotional connection with them for awesome results. Ready to dive in? How JPMorgan Chase Courted Customers and Won Their Hearts with Content Storytelling JPMorgan Chase has had a lot of success with millennials. They recently introduced a credit card targeted at this generation with the intent of inspiring emotional connection – with lots of success. What happened? Use among millennials rose by 70%, while account growth increased by 40%. Big gains, right? Let’s analyze a piece of their strategy and look at how they used storytelling to tap into millennial emotions. They did it with TheSkimm, a targeted daily newsletter that briefs its readers on world news and issues. First, there’s something you should understand about TheSkimm. It’s not just a news briefing delivered to your inbox daily. It’s also a wildly popular newsletter with a distinct tone of voice that offers tips for living a better, more successful life. It’s generally well-regarded and loved by celebrities, influencers, and average readers alike. (Among its fans: Oprah, Trevor Noah, Lena Dunham, and Sarah Jessica Parker.) Happy birthday to @theskimm. One of the best things young people can do to their inbox. — Trevor Noah (@Trevornoah) July 21, 2016 However, according to Bloomberg, its most notable demographic makes up 80% of its readership: professional females ages 22-34. Along with that, TheSkimm gets great engagement when you look at its open rates (anywhere from 35-40%). Of course, the draw of TheSkimm for its readers mainly has to do with the way it presents its content. The newsletter has a style that’s fun to read, and it elegantly covers an array of news topics from various angles so readers feel informed and knowledgeable. It honestly reads like an email from a worldly, well-informed friend who has a hefty dose of wit. Here’s an example of a news snippet from TheSkimm’s daily digest: It’s important news in an easy-to-swallow format, with linked text so you can read further in depth. The thing is, this news outlet also includes affiliate advertising in their content. The other thing is, it’s not intrusive or annoying, and its presented in a way that’s meant to be helpful. And, it works: There’s no mention of brand names. But, these are obviously coupon offers (at least, to anyone with a marketing eye). They’re presented the same way as the rest of the information in the newsletter. It fits. Plus, these seem like offers that any millennial woman would be interested in. Enter Chase. Media Logic explained how the credit card company managed to take advantage of TheSkimm’s native advertising and seamlessly appeal to their built-in audience (even with branding!). Chase was able to tap into TheSkimm’s storytelling style and direct readers to their own blog: It only works because Chase is continuing to build the narrative that TheSkimm started: “You’re a young professional looking to create a successful life. You need help getting there. We have your back.” There is no tie-in to Chase’s various products or services. The Chase links within TheSkimm take you to content that meshes with the story already in progress. The results (particularly that 70% rise in millennial credit card use) attests to how well this strategy worked. Stories tell – and stories SELL! How to Use Content Storytelling to Emotionally Connect and Inspire Brand Devotion So, now you know how stories can sell. Storytelling in content marketing, needless to say, is integral. Via Content Marketing Institute The power of stories has followed human civilization since the cavemen first painted figures on cavern walls, telling the story of their way of life as hunters. It’s been with us since human language first developed, allowing us to entertain and regale each other with experiences both real and made-up. Emotion has always been at the core of stories. Stories make you feel something, whether that’s delight, surprise, sadness, fear, joy, or plain old empathy. Stories are how we communicate. What is a conversation but a series of intertwining narratives? Storytelling is also a better way to present content. To tell stories in your content, draw on what you know about them intuitively. Use these aspects to make your content come alive for your readers and create that emotional connection. 1. Be Personal When somebody gets personal, we automatically feel more invested in what they have to say. A personal story or point-of-view has far more emotional resonance than one told from a third person or objective perspective. Example: … Read more