Getting people’s attention, explaining your value, and inspiring them to buy, partner, or advocate isn’t easy.
It’s especially true today’s in competitive, content-saturated world.
We’re part of a society that quickly scrolls through social newsfeeds, skips or blocks ads, deletes emails, screens calls, and stuffs brochures in the bottom of bag only to throw away later.
Even entertainment, such as Netflix movies and series, only get a few minutes of attention before we decide to keep watching or skip to the next.
Once you do have the audience’s attention, how do you communicate your value? Especially if its a complex or abstract subject? Or, your target audience has opposing viewpoints or previous bias?
As content creators, we have to breakthrough multiple barriers to truly engage, clarify value, and inspire action.
- The physical barriers: competing for attention in a content-saturated world of social media, search engines, messaging apps, email, streaming video, and more.
- The emotional barriers: the feeling of trust and security audiences must have to buy, partner, or advocate a solution.
- The psychological barriers: the decisions they make must align with the stories they believe about the world and how it works.
We design content that solves all three. We create story-centered content combined with other communication techniques proven to engage and persuade.
The Science of Story
Stories are how our human brains are designed to make sense of the world and our life experiences. Every memory and belief are built upon hundreds if not thousands of stories we’ve been told or develop ourselves.
Stories are how we build empathy, create belief systems and cultures, and are inspired to take action.
This is because stories activate multiple parts of the brain responsible for processing language, remembering information, developing emotions, and reacting physically to observations.
A finely crafted tale activates the brain as though listener were really experiencing the story.
Content that lacks story components only activate the Broca’s area and Wernicke’s area (language processing parts of the brain), which is why it’s often less memorable and impactful than story-structured content.
Building Successful Stories, Regardless of The Platform
Success isn’t as simple as sharing a narrative with a beginning, middle, and end. It’s also not a ‘one narrative fits all platforms’ strategy.
What works as a YouTube video doesn’t necessary work for a Facebook video ad series. What works as an in-person presentation doesn’t work for a one-on-one conversation. This is because we have different expectations and standards for what, why, how, and when information is presented to us.
Consider the entertainment you’ve read, watched, and listened to in your lifetime.
What’s the difference between the books you fell asleep mid-chapter, and the books that made your heart race or palms sweat as you frantically turned the pages?
What’s the difference between the movie you never finished, and the streaming TV series you sleeplessly binge watched in one weekend?
What about the stories you remember years later?
The stories that made you want to take action —- to learn, create, explore, or help someone new.
Or the stories that changed the way you feel about other people, perceive history, or think about the world?
Contact us to learn more about our data-driven approach and how we apply story structure against audience’s media literacy and expectations. It’s our secret sauce to keeping viewers, readers, and listeners engaged and inspired beginning to end.
Campaign and Content Types
Every campaign is story-centered, meaning each content piece ranging from blog posts, infographics, video ad series, to games complement the larger story.
We develop campaigns for goals such as
- brand awareness, engagement, and education
- lead nurturing and conversion
- channel partner marketing and sales
We develop content for a range of offline and online channels:
- Websites, articles, and blog posts
- Direct mail content
- Case studies and capabilities briefs
- Social media content and advertisements
- Video ads and full-length films
- Virtual reality experiences
- Video games
- And more