Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Digital storytelling and brand Journalism look like troublesome words for some. It becomes more puzzling when everyone, business irrespective of its degree is compelled to be involved. Some have said since they are not journalist, how will they be able to act the part of a journalist like one. To this group only journalist plus marketer can excellently handle this new demand. Whatever we say brand journalism is the intersection where creative storytelling and content collides. This also creates confusion for many as digital story telling also is everyday day ordinary people who use digital tools to tell their stories.
Digital story is better done with a narrative voice packaged through several social tools known as multimedia within appropriate platform- fits content. This is where many miss the big deal in digital story telling. Because all they do is engage in a one- content- fits it-all. This is the beginning of their failure.
To be effective as digital story teller you have got to be short, personal and exceedingly compelling. In term of length many have suggested 250 words length is ideal for digital story telling because of attention deficiency. But here we can say 350 may not be a bad idea if it is highly engaging with economy of choice words. To be successful, make sure the story is themed and target focused and not for mass audience. In other words, define clearly who the content is for in black and white.
Brand journalism according to hubspot report aims to create awareness, share stories about industry news, possibly sponsor a cause that direct audience into lead generation which my guarantee a buy in.
Whatever we say, digital story teller in doing their bit can tactically draw from these objectives without appearing to be involved in hard selling.
Any company, individual or cause which focuses on sales content or advertising only without strategic investment in its story telling has lost a great deal of its real and potential audience. People do not want to be sold nor do they trust heavily in what some tag ‘fake persuasion that instigates wrong choices’ otherwise known as advertising.
So here are few tips digital story teller and brand journalist can both share
Focus on nurturing and building connection: relationship nurtured can be a social capital. Use your content and skill to open the door to audience?s heart and not to break one.
Focus on the right audience: not every audience is your ideal audience, do your research before you start writing
Create an urge, strong emotion to know more: learn the use of the right words in creating the urge in the audience with a goal that will make them to ask for more and not to tell you to go away.
Sharpen a customised theme and content instead of?: The day of mass bullet theory is gone for good. It is time to select your ?five stone? like David if you are aiming for Goliath. Not every stone is sharp enough to kill Golaith. One good stone is great
Full range of platforms but …using one content-fit it all is dangerous. What works on istagram may not deliver same value on YouTube. Repurpose, rejig, reformat will do you good.
Authentic but creatively crafted and hone stories: authenticity cannot be compromised today. When you do something outside this, it is easier to see through the smokescreen. But authenticity alone may not get you same mileage when compare with others who add innovation and creativity. These are icing on the cake, never miss your own opportunity to be different.
Never forget digital story teller and brand journalist are story tellers, when you make your choice, be strategic and give it all it takes.