Data plays a pivotal role in enabling the brands to reach out their target markets. It helps you understand the needs of the prospects and satisfy them.

Econsultancy columnist Nikki Gilliland has shared three ways data can help you improve your brand’s storytelling.

Gilliland says, “According to the interviewees in Econsultancy’s Storytelling for Marketersreport, which included a number of senior practitioners and experts, there is a lot more work to be done in using data for the purpose of storytelling.

So, how exactly can data be used to optimise and enhance brand stories? Subscribers can download the report in full, but in the meantime, here’s a few key points to consider.

Finding the moments that matter

Lazar Dzamic, co-author of ‘The Definitive Guide to Strategic Content Marketing’, suggests that great storytelling must have strong emotional resonance combined with good ‘intent utility’.

This means that as well as telling stories that are meaningful to customers in a general way (i.e. themes that most people can relate to) – brands should be answering questions and doing so in a way that speaks to the context of a customer”.

The importance of data in brand storytelling

Econsultancy