Once upon a time…the classic storytelling intro
 
We all know how good it feels to be cocooned in the warmth and the entertainment of a good story or TV series.  Storytelling after all creates connections and encourages engagement. Something that is highly important in marketing.
 
But how can you make your marketing ‘buzz’ like a good story?
 
Step in episodic marketing. Episodic content comes alive in the form of articles and blog posts, infographics, podcasts, and video. Its aim is to create a return audience, build subscribers and to establish a brands credibility.
 
I recently read an analogy which likens B2B episodic marketing to the world of entertainment like Amazon Prime or Netflix, bear with me, it may seem on the surface like a tenuous link but the roots of the content of both are the same. Businesses should look at their content marketing like the creation of an original series for your business and it starts by putting your show producer hat on, what will engage and entertain your audience? Can you create original content that people want to see, over and over again or that they patiently wait for?
 
This really got me thinking, especially as, over the past 12 months we have all been yearning for entertainment, I found solace in both a good book and binge-watching TV series. I recently devoured the Hunting Party by Lucy Foley, set in a hunting retreat in Scotland at Hogmanay it had me gripped, as did the Last Kingdom on Netflix. The similarity in both was that I was hooked and invested in the story line (don’t worry no spoiler alert here) we need to create this level of engagement in marketing content.
 
But how do we bring entertainment, the lure of a story, the ‘drug’ of a good series into our world of B2B and into the world of our clients - of energy management, building controls, IoT, software, big data etc. It isn’t easy but we can use some of these tools.
 
Firstly, we need to think about our audience, what journey they are on (in relation to what you are selling of course), what steps they need to take on that journey to get from A-B and onto becoming a NetZero hero for example?
 
Much like my book and my Netflix binge, we want to bring the reader with us on our journey to find the answer waiting for us at the end. But like every good series, we ensure the reader/viewer has felt some sense of achievement, joy as they move from one episode to the next.
 
Now let’s story board those steps.

• Talk the audience through the activities, highlight and celebrate the successes and opportunities, where to next….
• What do I need to do next… you are the character in your story bringing your customer on the journey with you
• You are acting out the solutions and services that are helping them on their journey one pain point at a time.
• Consider topics, series, seasons and themes. Have a pause between each episode. This could be based on season and what technologies are right for now.
• Tell your story – one episode at a time. Write your book, produce your you tube show. Episodic marketing is designed for your audience and to hook your audience in. From sharing ideas and advice to creating sales marketing material for your teams. 
• Consider your characters, who’s acting, who’s taking the audience through the solution or service you are offering.
• Make it memorable and sharable. Have fun with your content but know your audience. What can they engage with, and what can they share on your behalf – sharing because they like it and believe in it?

 
Forward-thinking marketers are leveraging storytelling to connect with customers and keep them returning for more. Episodic marketing is storytelling with the sole aim of captivating an audience is a powerful way to build brand awareness, with the aim being able to educate and inform your audience through a series of thought leadership clips or sales marketing shows.
 
To find out more about how episodic marketing can work for your business please get in touch with the team at 3-Eight Communications: [email protected]
​

​It's good for business!

1. Financial boost - many new customers will only purchase from green businesses, the appeal of green transfers to financials
2. Brand loyalty – sustainability is a market differentiator. The big tech giants from Apple to Google have all pledged to reduce their carbon footprint. Even if these are goals and pledges for the future these goals make a difference in brand loyalty. 
3. Stakeholder - it’s not just consumers and clients that place value on green ethics, it is increasingly important to employees and stakeholders of the organisation. Being committed to green business practices builds trust with stakeholders and demonstrates achievements.  
4. Investment - You are showcasing your investment in your buildings and business functions and operations now and for the future. By showcasing and educating on what solutions and techniques you are implementing will encourage others to follow suit. You are leading the way in a generation of smart business practices with NetZero in mind.  
5. ESG - environmental social governance is not just a policy business should stand to and by, it’s something to promote as the benefits from interested stakeholders who value these principles are great. The moral and environmentally conscious employee wants to work for a business that is committed to carbon reduction. They want their employer to embrace renewables sources of energy and reduce the carbon footprint. The investor and investor community has funds set aside for businesses that have a strong ESG policy, that invest in and stand behind ‘doing good’ for the environment, their people and the economy and community they work within.

 
Not only do you want to promote for the ethical employee, customer, supplier and investor… it’s a promotion for your brand.  NetZero, ESG, carbon commitment strategies are more than policies and practices – they become part of your brand values. They are new processes, systems, techniques and technologies that you have implemented in your business – they are now your brand values and these need to be shared. Your investment is growing your brand – awareness and position in the marketplace. The cost benefit to business in raising brand awareness/profile is substantial.

If you would like to know more about how the team at 3Eight Communications can help, please get in touch http://www.3eightcommunications.co.uk/contact-us.html
 
 

“A recent report from Aflac said that 77% of consumers are more willing to purchase from a company with a CSR pledge — 73% of investors agreed. According to one study, 9 in 10 business leaders said consumers would hold them accountable for the environmental impact they make through their business — an even greater ratio than shareholders, employees, or government regulators.” Forbes.
 
What does this quote tell us? Marketing your green credentials is a no brainer.
Businesses across the globe are investing a lot in new tech and green initiatives and by promoting these to the wider world there is business value to be had – by the ethical employee, customer, supplier and investor as well as a value / financial and reputational value to their brand.
 
If you are already focusing on sustainability and environmentalism in the business, then you need to shout about it out with the business.
 
Why? Because if you robustly demonstrate your green credentials to your market, they will be more inclined to work with you in the future.
 
The benefits are vast when it comes to marketing green and NetZero activities.
 
The route to NetZero can be challenging for businesses. From complying to legislation while also looking at ways to reduce buildings energy consumption and carbon emissions. Buying green energy, investing in off grid and renewable technologies as a source of energy supply are also big investments. Many are also embracing electric vehicle fleet for decarbonizing their business transport. 
 
These initiatives are also a big investment for businesses, but this hasn’t waned due to COVID, this desire and commitment from business remains strong when it comes to becoming more sustainable.
 
The investment businesses are making and the adoption of new technologies and business practices to accommodate route to NetZero targets and commitments needs to be promoted, businesses need to shout from the rooftops and promote their green credentials.
 
It’s not just a tick box exercise – the investment and commitment are too great for it to be a legislative compliance, a nod to NetZero and carbon commitments.

If you would like to know more about how the team at 3Eight Communications can help, please get in touch http://www.3eightcommunications.co.uk/contact-us.html