How To Use Text Content For Brand Storytelling
The spaces of the web are almost infinite, but only some of them can be used to tell the brand in a creative, engaging, and exciting way, through content that can capture the user’s (i.e. the potential customer’s) attention and gently lead them to experience real interest in the company, its products, opportunities and services it provides, also in terms of status and social prestige for its end users.
With the advent of social media, almost twenty years ago now, brands and companies all over the world started publishing their stories and content on these modern and innovative digital platforms, capable of attracting an extremely varied audience in terms of age, interests, and purchasing habits and thus enabling brands to seek out new customer segments precisely in the virtual places they frequent most, such as the most popular social media of the moment.
A company seeking to broaden its horizons towards a young, even very young, audience nowadays knows exactly where to look for its new potential buyers: no longer on Facebook, which in recent years mostly attracts a fairly mature audience, but on much more dynamic social media such as Twitch or TikTok, which generally attract much younger users than other social networks.
The choice of channel
Those who want to engage in corporate storytelling, from a certain point of view, have to choose very carefully the virtual platform on which to publish their content. Some brands may decide to tell their story through images or videos, with the support of specialists in photography and editing the footage to be subsequently published on social media, in different formats, and with equally different purposes.
In this case (but only in this one) the role of social networks is really decisive because it allows the brand to convey a kind of content (photo and video) that fits perfectly with the general style and grammar of a given social platform. On social media, a video can be broken down into pills and published on the platforms best suited to this kind of content, such as Twitter, while for stories composed mainly of photographs, platforms focused on the power of the image, such as Instagram, can be used.
The role of the written word
But for everyone else, that is, for all those brands that wish to tell their story through the written word, social media is not the ideal platform to entrust their content. In fact, it has been proven that on social networks, in the vast majority of cases, long textual contents are almost never successful, because their particular format does not fit in any way with the speed of consultation and with the expectations of an audience that is less and less tied to written content. To tell the story of one’s company with written content, one necessarily has to use other online platforms, such as websites or blogs, i.e. all those virtual spaces that can host text content longer than a simple post.
On these platforms, moreover, visitors already expect to find something different from what they are accustomed to seeing on social media, so it is to be expected that they will approach the textual content with a much greater interest than they would if they encountered the same text, or part of it, on social media.
Only a few social media can play an effective role in conveying a text: one of these is certainly LinkedIn, the social network of working professionals, which allows all users to publish on their profile also posts that include a link to textual content published on a site, or on a blog. In the particular context of LinkedIn, where professionals continue to improve their reputation by publishing new and interesting content, text content is generally well accepted.
This strategy has also been used extensively by some specialised online gambling companies, which have preferred to place their gaming guides and expert reviews within their online portals. On the portals dedicated to the best online casinos in India, in addition to a rich assortment of casino games to try out in a legal and perfectly safe manner, one can in fact also find very useful guides that will accompany users in every phase of the game, from registration to the cashing out of winnings, and that will help even the less expert in identifying the game most suited to their tastes. This textual content details each individual online casino site, also clarifying its reputation and reliability.
Textual content is far from dead: professionals just need to learn how to publish it at the right time and in the right place.