how to tell your brand story in a fragmented world
DESCRIPTION
In an increasingly crowded marketplace, consumers are looking for information to help them make sound decisions. How do you ensure the story they receive is accurate and up to date? By using new tools and new approaches. This means making the story consistent, shareable and measurable.TRANSCRIPT
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Accurately Tell Your Brand Story in a Fragmented World
How to create your brand and create a lasting impression in the market
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Communicating AccuratelyDispersing a brand message becomes tricky when it is passed on to multiple partners.
The message becomes less accurate as partners use the wrong marketing content and space for the message becomes limited.
The message is also jeopardized when the brand content becomes one of a kind content.
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Delivering the Message
National brand owners can’t rely on having a terrific website to deliver their brand message.
A message must be passed on across different platforms to consistently remind consumers.
Marketers must spread their content across multiple locations including reseller’s sites, news articles and social media—where the consumers are spending their time.
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The Consistency Factor
The need to deliver a consistently accurate story is critical for the dietary supplement industry.
Consumers must have confidence, clarity and establish trust with a product.
Consumers will purchase a product once they fully understand, with confidence, what they are buying and the important distinctions in product offerings.
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Five Practical Tools on Delivering a Message
Control your story
Tell a bigger story
Automate your content distribution
Maintain control
Measure, measure and measure again
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Control Your Story
If you have to tell a story, you must tell it well and keep the story accurate—everywhere it goes online.
You cannot allow for your channel to misinform your customers anymore!
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Tell a Bigger Story
Don’t fragment your story—tell more of your story on more places by creating integrated marketing components that can be shared with your partners—video, PDFs, HTML5.
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Automate Your Content Distribution
Using new distribution technologies allows for easy sharing of brand content—without resorting to manually sending static content that instantly gets out of date.
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Maintain ControlCentrally manage your content in a way that ensures control over your entire message—no matter where it goes online.
Use remote content management tools that can update content across the web without handing over the storytelling to your partners.
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Measure, Measure and Measure Again
You can manage what you measure so find tools that will allow you to see what content is working, how much of the story is being heard, where it is being delivered and how much interaction people are having with the content.
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We Got the Message
By taking these five steps, marketers should be able to tell their whole story, in a compelling way, on partner sites while maintaining complete control over their brand experience.