Win (and Keep) Customers Using ‘The Laws of Brand Storytelling’: Ekaterina Walter and Jessica Gioglio Talk to Marketing Smarts [Podcast]

Win (and Keep) Customers Using ‘The Laws of Brand Storytelling’: Ekaterina Walter and Jessica Gioglio Talk to Marketing Smarts [Podcast]

The definition of storytelling, though, encompasses much more than text—it's about customer experience, "micro-moments," and the sharing of meaningful stories using all sorts of formats. Ekaterina Walter and Jessica Gioglio urge marketers to prioritize emotional connections with customers, to be in the moment, and to use relevant stories to inspire people to take action. She and Ekaterina co-wrote the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. I invited the dynamic duo back to Marketing Smarts to share insights from their latest book, The Laws of Brand Storytelling:Win―and Keep―Your Customers' Hearts and Minds. Here are just a few highlights from my conversation with Ekaterina and Jessica: The term "storytelling" encompasses your entire brand experience (02:57) [Ekaterina]: "Storytelling is equated a lot of times with a marketing message, with a marketing campaign, with every angle of marketing execution. Yes, there's an angle there for marketers to come in and tell the story well, but there's so much more behind storytelling. When you have a certain approach that you want to look at, you start with bringing the company together. A lot of people building their digital transformation and bringing storytelling is bringing in training for the whole company...some of it mandatory, to really scale the understanding and philosophy across the board." Whether you want to connect with your prospects, customers or employees, GoToWebinar has the tools and analytics you need. This episode features: Ekaterina Walter and Jessica Gioglio, marketing strategists and co-authors of The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand and their latest book, The Laws of Brand Storytelling: Win--and Keep--Your Customers' Hearts and Minds.

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“Storytelling” has become such a hot topic that it’s almost a buzzword, except that the term still has meaning. The definition of storytelling, though, encompasses much more than text—it’s about customer experience, “micro-moments,” and the sharing of meaningful stories using all sorts of formats.

Brand storytelling can present unique challenges. As marketers, we must have a purpose for every piece of content we create, but not every piece of content should overtly sell. Ekaterina Walter and Jessica Gioglio urge marketers to prioritize emotional connections with customers, to be in the moment, and to use relevant stories to inspire people to take action.

Ekaterina Walter has led strategic and marketing innovation for brands such as Intel and Accenture, and she co-founded a startup that was acquired by Sprinklr, a customer experience management platform. She is an international speaker and author of the WSJ bestseller Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg.

Jessica Gioglio has helped to drive growth and customer engagement for leading companies, including Sprinklr, Dunkin’ Donuts, and TripAdvisor. She and Ekaterina co-wrote the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.

I invited the dynamic duo back to Marketing Smarts to share insights from their latest book, The Laws of Brand Storytelling:Win―and Keep―Your Customers’ Hearts and Minds.

Here are just a few highlights from my conversation with Ekaterina and Jessica:

The term “storytelling” encompasses your entire brand experience (02:57) [Ekaterina]: “Storytelling is equated a lot of times with a marketing message, with a marketing campaign, with every angle of marketing execution. Jessica and I firmly believe that’s the wrong way to look at it. Yes, there’s an angle there for marketers to come in and tell the story well, but there’s so much more behind storytelling.

“The way we see storytelling evolving is, it used to be just a function of direct communication. We thought ‘storytelling’ was direct mailing or a commercial that’s on TV that’s specifically targeting whatever product you’re selling. Then storytelling evolved a little bit with the rise of social; we were saying ‘storytelling is how you engage with your audiences,’ which is correct, but it’s not a complete definition.

“What storytelling is now is making sure that the experience with your brand at every single touchpoint is excellent, and…

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