Many marketers have mastered the craft of engaging, sharable storytelling content, but one of the toughest challenges we now face is how to extend the lifecycle of that content or narrative to squeeze maximum effectiveness and reach from it.
“Content is no longer king, distribution is,” Steve Rubel, chief content strategist at Edelman, said today at the ANA Brand Masters Conference.
Rubel shared five tips for storytelling:
- Develop Social Storylines: embrace a social-by-design approach to storytelling that will elevate a consumer’s identity
- Embrace Distribution-Centric Thinking: partner with publishers and influencers to scale the digital surface area
- Drive to Earned Media: build programs that create owned media and will drive earned media
- Create a Single Narrative: ensure a singular narrative is crafted to fit in the spaces where it will be discovered, shared and consumed
- Create Canonical Content: high-interest, high-quality stories unavailable anywhere else will find audiences due to their scarcity
Three Rules for Brand Storytelling
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