How Brand Storytelling Is the Missing Link to Building a Loyal Community of Followers

How Brand Storytelling Is the Missing Link to Building a Loyal Community of Followers
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Opinions expressed by Entrepreneur contributors are their own. Prior to becoming a full-time branded content consultant and speaker, Melanie Deziel leveraged her degrees in journalism from the University of Connecticut and Syracuse University to lead the content creation and strategy for The New York Times , HuffPost Partner Studio and Time Inc’s portfolio of 35-plus media properties. At Social Media Marketing World 2018, I had a chance to catch up with Deziel to discuss the differences between marketing and storytelling, which are often mistaken as being one in the same. In the interview above we discuss the following key differences and strategies around both tactics including: Marketing is trying to sell whereas storytelling is trying to connect, entertain or inspire your audience. The reality is that most C-suite executives aren’t consuming Snapchat or Instagram Stories on the regular, which is why a clear distinction should be made. As I explained recently to an executive at a well-known Fortune 500 brand, your story is what makes your company human and relatable — not your products or services, which is what you sell. In today’s day and age, people want to feel connected to the brands that they buy from, which is why social media networks like Facebook, Instagram, Snapchat and even LinkedIn are placing high emphasis on real-time video content such as Stories and live video. When used as tools, these content formats help you transform your company’s sales and marketing department into a newsroom with insights and updates as […]

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