If your marketing plan for 2014 looks the same as your marketing plan for 2001, you’re doing something wrong. Heck, if your marketing plan for next year looks a lot like your marketing plan from 2010, you’re still probably missing the mark.
Why? Because the attention of the consumer has changed. Time and attention are commodities. We live in a world where we spend more time looking down at our phones then we do up at billboards or advertisements. We gather our news from Facebook and Twitter more than television or radio.
How do marketers gain the attention of their audience in 2014?
A few weeks ago, Gary Vaynerchuk shared the answer in this Slideshare:
The key to successful marketing in 2014 comes down to one word… storytelling.
How to become a better storyteller in 2014
Here are a few keys for gaining your audience’s attention by becoming a better storyteller:
- The listener doesn’t care about you or your stories. They care about what it means to them. Your content should revolve around your audience, not you. How are your customers better off because of your product or service? How is your cause helping others make a tangible difference around the world? These are the stories people want to hear.
- Stories appear in conversation, not monologue. Social media is not a distribution channel – it’s a conversation channel. If you want to tell better stories, focus on engaging your audience just as much as you do promoting your content. Crafting stories in the context of each channel is equally important.
- Stories transcend time and space because they contain elements that are universal to the human experience. The benefit of becoming a good storyteller is that your effectiveness won’t end when social media platforms change. It carries over into every area of marketing. There are universal rules to great storytelling you can use no matter the distribution channel.
Your ability to become a storyteller to your audience won’t just affect your bottom line in 2014, it will help you lay the foundation for successful marketing over the next 10 years. Those who don’t know how to tell stories on today’s platforms are the ones who will go out of business.
What story is your brand, business, or cause going to tell in 2014?
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