Discover tips and guidelines on how to gain brand awareness through storytelling.
This article was co-written by Melissa Zeloof, ironSource’s Head of Global Marketing and my partner on this product.
When we first launched our app market analytics platform, we couldn’t have imagined that over the course of a year it would be covered over 40 times in leading industry publications like TechCrunch, MarketingLand, VentureBeat and AdWeek.
Looking back at what made this product stand out, it’s clear that a core part of our success was the role that storytelling played and how thinking about the story went hand-in-hand with the process of conceiving, building, launching and marketing this product. Here is how we built our product's story.
Petal structure storytelling
Petal structure is a known technique of storytelling where you take unrelated stories and tie them together with one idea. Each story has its own narrative by itself but its foundation is the same, like the other story nodes that you have been telling.
The process of telling a story using this technique says you need to tell each story as a stand-alone tale, but eventually drive the focus back to the main plot. When you manifest how extraneous stories are connected through the same baseline, you emphasize the importance of the main plot and forge your message.
The main message that we wanted to convey is that our platform enables you to track trends of the app economy. Trends is a vague word, so we used different stories to illustrate the versatility of the trends that a user can extract using the platform.
We focused on a range of topics from the fastest growing app categories to how the app ecosystem could imply who is going to win the 2016 U.S. presidential elections to movers and shakers in the app economy. With each individual story, we eventually returned to our central message by using similar wording and emphasizing that the platform was the common denominator in each story. We used the platform to identify the trends we shared in every story.
Mark out clear, differentiated territory
If the topic you’re writing on isn’t focused on your core product, you will likely be competing with someone who is writing about their core product. Make sure you differentiate what you’re offering – even if you end up in a very small niche. This will allow you to carve out a distinct space of ownership and authority and neatly avoid jostling for awareness with a massive competitor.
By focusing on specific trends and shifts that were of practical interest to our core audience, we were able to differentiate our product from larger data companies who were focusing on much higher-level market trends.
Ride wider national or international trends
A mainstay for getting exposure for your product after the first wave of interest has died down is latching on to topical issues covered in the press. They don’t necessarily have to be related to your industry, but your content has to work as a bridge between the two.
For us, that meant coming up with stories such as the growth of candidate’s mobile apps during the U.S. presidential race, or the impact of sporting events such as the MLB and NBA Playoffs on sports apps and more. These stories got wide coverage and raised the organic traffic of the company’s website because we were tapping into a desire for content about a specific topic from a new angle. Today, you might think about finding a way to address Bitcoin or blockchain.
Having access to unique content is great, but it doesn’t guarantee attention or press coverage. The success in getting your product noticed lies in building the right story around it.