Victoria Michael, editor-in-chief of the Contentim studio for American English-language content, talks about what's happening with English-language content after the lockdown and economic recession. In previous articles, we talked about emotional SEO: what emotions your content should evoke in the reader and what triggers can achieve this . It's time to put this knowledge into practice! Today, we'll talk about how to create a cool selling story from start to finish and how the pandemic has affected content and our perception of brand stories.
Content
Step 1: Choose a story
We have already published an article on the art of storytelling in el salvador phone numbers resource our blog . We talked about how to write relevant and selling texts - for both B2C and B2B. If you watched my previous videos, you remember what factors to keep in mind when writing an article.
But there’s another factor we haven’t talked about yet: believability. Customers are already used to marketing playing on their feelings and emotions. But if your story contains nothing but emotional rollercoasters, if it lacks sincerity and truth that the user can agree with, then trouble is coming. They will turn away from you, your reputation will suffer, and customers will hardly show interest again. The pandemic has especially exacerbated the reaction to ill-conceived content.
As an example, I will cite the Pepsi ad with Kendall Jenner, released in 2017. The video shows a protest - ordinary citizens and police officers are standing opposite each other, the atmosphere is tense. And then, out of nowhere, Kendall appears and saves everyone by handing the policeman a can of soda. Everyone is happy, the crowd is jubilant, the policeman is smiling.
Pepsi Advertising
As soon as this ad aired, it was total chaos. Pepsico's reputation went through the roof because there were so many protests in the real world at the time the ad aired, and very few ended peacefully.
This commercial looked like an attempt to devalue and simplify the social problems of the time. And the worst thing is that Pepsi used the BLM (Black Lives Matter) movement to sell soda! Of course, the commercial was immediately taken off the air, but it was too late - thousands of people were already furious. And those who were not furious hardly appreciated the ad.
Now that we've looked at an example of terrible storytelling, let's look at how to tell stories right. In April 2020, in the midst of the COVID-19 pandemic, Apple launched a campaign called Creativity goes on.
