Once we understand how a prospect or customer behaves, we’re able to design a media, content and social strategy to capitalize on that behavior. Our Campaign Engine™ drives this, but creativity makes it successful.
Our creative process revolves around storylines – macro, brand and vertical. Macro storylines help create broad awareness and context. We’ve done research on the most common storylines that appear in business media and found there are 10 story archetypes— ranging from David vs. Goliath to Best Kept Secret and Clash of the Titans—that show up over and over again. Why do we focus on these macro storylines? Because media love them and readers recognize them.
Brand storylines are closer to home – closer to your brand promise. These are stories about your people, customers, partners and intellectual property that make you authentic, provocative and different. Often these brand storylines are the core of social media content – they are designed to be consumed and curated by others, and we create them in a way that’s appropriate for multimedia and multi-channel.
Vertical storylines hone in on the unique pain points and opportunities within the industries you serve. They pick up on drama, conflict, anticipation and emotion, adding content that engages and deeply resonates. Creative execution within verticals can range from how-to videos addressing specific problems to active monitoring in customer forums and cases studies that clearly outline a problem/resolution scenario.
Twitter, Facebook, LinkedIn, YouTube, Quora, Google+ and countless other channels are important, but they don’t work in isolation. The value comes from a solid, integrated content strategy and creative approach that emerges from the content, not from the channel.