I have been in a Marketing Communications role for the past 8 years, so I honestly wasn’t sure what I would be able to take away from this course that I didn’t think I already knew. While I may not have learned anything earth shattering, I am coming away with a reminder, and even a better understanding of the importance of storytelling. This can sometimes be lost when communicating in a digital space for a large global company, but the concept of storytelling is just as important there as it is with a small business or on a personal level.
Crafting a great story that will engage readers, regardless of whether the subject is a new product, an announcement for a new employee, or even a price increase is key in getting the message out in a manner which will keep the audiences attention to the end. A great communication will also help to gain, and maintain the trust of those we are reaching out to. Of course, it’s difficult to make a price increase notification personal, but I believe we can still use words that will show sincerity to our customers.
Knowing and understanding target audiences is a critical piece of the puzzle, and writing in a way that resonates with each of them is a key component to ensuring your message will be read with the intention that it was written.
Everyone has a story that deserves to be told. Sharing our corporate story in a way that highlights not only the product, but the people behind the product is how I like to approach communications. Yes, we are a multi million dollar company. Yes, we need to be technical in our communication at times, but we also have hundreds of years of collective experience among our workforce and the trick is to somehow blend all those things together to highlight the product, people and the personality of our business. People love to know about people, we’ve witnessed this in the analytics of our communications and as we plan for our 2023 digital strategy, this will be something I will be reminding our team about.
The beauty of digital marketing is that we have analytics available at our fingertips to view the success of our campaigns and can quickly pivot if we need to. Something that wasn’t easily done in the “Mad Men” days of marketing.