Hidden Targets

Storytelling is becoming a necessary skillset throughout every organization. Now that most companies publish their own content, good storytelling is a critical skill set in all marketing organizations.

Today’s buyers are overwhelmed. The amount of information and options has reached a tipping point, placing a significant burden on customers’ ability to make purchase decisions. Too much information paralyzes decision-making, too many stakeholders cause the buyer to settle for a “good enough” solution, and too many options result in an extended buying cycle and an overwhelming purchase experience for customers. Customers and prospects need clarity. However, it is no longer just the purview of marketing, it is now necessary in every part of the organization.

Social media is like a networking event. I am not quite sure who actually said this but I heard it at the Social Tools Summit back in April. It is a compelling analogy and is a very effective way of educating people on the power of social media as well as what is required to tend social media during this ongoing 24/7 networking event.

Storytelling is a cornerstone of the human experience and data-driven storytelling is the next big thing in content marketing. Brands today have displaced traditional advertising as well as journalists by producing their own content. The goal is to keep their brand in front of prospects to build awareness without having to pay hefty fees to get in front of their audience or “negotiate” with journalist gatekeepers.

There are hundreds of social media metrics in the social universe. Which are the ones that matter for your business?