In a world bombarded with news, conversation and advertising, what truly captures attention and drives engagement? The answer lies in something as old as human civilisation itself: storytelling. When potential customers encounter your brand, they’re not just processing information—they’re experiencing a story.
Consider the last time you watched a movie trailer or saw an ad for a new product. What drew you in? Was it the dry list of features or the compelling narrative that hinted at an exciting experience? Most likely, it was the latter. Just as a movie trailer teases a captivating story that makes you want to watch more, your brand’s story should entice and engage your audience, making them see themselves as the protagonist in their own journey, with your brand as the trusted guide.
Crafting this story is about delivering it consistently and compellingly across all touchpoints. This is where many brands falter. They may have a great product or innovative service, but without a coherent and engaging story, they struggle to stand out.
Storytelling is crucial for your brand and high-quality content can be your greatest asset. Transform your narrative into a powerful tool that not only captures attention but also builds lasting connections.
Have you thought about your story lately?
What do potential customers think, feel, and experience when they come across your brand? Whether it’s their first impression or a return visit, their takeaway is always a narrative—something that happened, a story.
Humans are wired to understand, remember, and share things as stories, not data, facts, or even information. You might have great technology, a world-class product, or a unique service model, but it’s not simply the best proposition that wins in the marketplace. It’s the one that’s communicated best.
Customers aren’t primarily interested in facts about your company or product features. They’d rather be taken on a journey—a story where they are the protagonists overcoming their challenges. Your opportunity is to tell that story and be the guide who helps them win the day. Without such a story, your customers will remain uninvolved and confused. With it, they will understand and remember you, gravitate towards the benefits and values you represent, and buy from you instead of your competitors.
When we talk about delivering your story, we don’t mean just creating a single tale. We mean delivering your story consistently and repeatedly across all relevant communication channels and messages. This involves making strategic choices, practical planning, creativity, consistent execution, learning, and optimisation.
It can feel a bit overwhelming, but you don’t have to tackle everything at once. You might already have several building blocks in place and just need to fill in the gaps. For instance, you may have a solid brand design and website, but your customer story and content strategy might be lacking, or you’re struggling to maintain a steady stream of high-quality content. We can help with your brand story and content strategy, content channel development, content planning, creation, and curation.
Meet our happy content!
Our content is rich in substance, colourful, and carries facts and data with grace. It’s sprinkled with quotable quotes and human anecdotes. Varied, diverse, and descriptive, it tells a compelling story, well-researched and full of data when needed, often letting people do the telling with a dose of humour when appropriate.
Our content is strong and healthy, linguistically in good shape, free of jargon, and knows when to alliterate. It is round and complete, capable of standing on its own. It ages well and sometimes has many lives—like a cat video.
Our content is happy. It has friends and is well looked after, conceived with intention, and part of a bigger plan. It feels taken care of and has a sense of purpose. This happiness rubs off, making our customers happy. Our content gets their brand story across to their customers and prospects, increases visibility to their achievements, builds their reputation with partners, investors, journalists, influencers, and other stakeholders. It pulls potential customers into their sales funnel and guides them towards doing business.
We’ve been at it for over 30 years, working with content. As students of social sciences, journalists, in corporate and organisational communications, as marketing consultants, entrepreneurs, and storytellers, we are obsessed with content. We devour media content as a pastime, analyse and discuss message, structure, storylines, style, language, aesthetics, and efficacy. These old crack shots still get a kick out of it. Content makes us happy.
No content, no scale
Content is the only way brands can grow their audience and initiate conversations with customers, prospects, and stakeholders at scale. Decades of working with enterprises, startups, educational institutions, and not-for-profits of all sizes have informed our approach and the framework we have created and continue to develop.
Our framework covers all critical aspects of content as it relates to organisational communication, marketing, and sales enablement. It consists of five chapters addressing how to do the right things and do things right, all the way from strategic management to tactical execution:
- Brand, Communication, and Marketing Strategy
- Channel Design, Measurement, and Optimisation
- Content Planning
- Content Curation
- Content Creation
The most effective way we help our clients grow is by shaping these chapters together with them, for them, as they apply to their operations. Our services and products are the tools that make those chapters come alive.
What will be your next chapter?