The Future of Publishing and Content

There is no doubt that the world of media publishing is changing, and fast. If you want to be front of mind with your customers, you need to look at the way you communicate with them, or there is a chance you could lose them forever.

There is no doubt that the world of media publishing is changing, and fast. If you want to be front of mind with your customers, you need to look at the way you communicate with them, or there is a chance you could lose them forever.

While gimmicky content and grabby headlines may lead to short term brand awareness and a peak in sales, the reality is that those strategies can actually do more harm than good and cast a shadow over even the brightest of businesses in the long run.  

There is no question that people still want to find their tribe and to belong, but they don’t want to be manipulated or tricked by the brands they are aligned with.  They have wised up to the marketing plans of the past and can now see straight through the smoke screens that may have once drawn them in but then left them disappointed.

Today, if you want people to trust your brand and be on your team, you need to forget the games and instead connect with them on a deeper level, and to do this you need to tell real, authentic stories.

Stories which engage them and lead to conversations and debate.

Stories that promote strength and seek out advocacy.

Stories that resonate and are remembered, for all the right reasons.

It is these stories that lead to a human connection, a feeling of coming home and a sense of pride when running in those trainers, drinking from that coffee cup or pulling on those yoga pants.  

The key thing to remember here is that storytelling is no longer solely left in the hands of newspaper journalists and TV Editors who can plug the plug at any time.   

Today brands have the power to break their own news and tell their stories on their websites, blogs and social media feeds at a time that works for them, to an audience that feels their vibe and wants to walk side by side with them today, tomorrow and beyond.

Richard Wilson, CEO of CLICKON, “When it comes to content, consumers are savvier than ever and are no longer fooled by silly stunts and fake news. While there might be more competition to be heard than ever before, businesses are now in the unique position of being their own content creators and this is a revelation in the way they can connect with people and build trust. We encourage our clients to think like publishers and to consider how best they can connect with their publics, engage with them, empower them and inspire them, rather than hammering a meaningless hard sell that has little substance or longevity.”

“Create stories your customers will love, and your competitors will envy, and both will start to want to know more, added, CLICKON’s Creative Director, Benjamin Potter. “When you tell your stories, you need to think about how they make people feel. Do they make them smile, does it give them a sense of purpose or do they suddenly feel as if they aren’t alone on their journey in life? It might not happen overnight, but we know from our clients that by telling true stories that are so much more than cheap wins, people start sit up and take notice and get on board. Brand storytelling without depth and meaning will be insincere and a waste of time, so look at what you are really about and make your tales truthful and sincere and you might be surprised at the impact they have.”

Want to know how you can tell your story? Get in touch and we would love to help.

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