Trusting A Publisher To Tell Your Story

Miranda Cipolla Miranda Cipolla
Sep 13, 2019 - 12:28 AM

The term “storytelling” gets thrown around so much in the digital advertising world that you might be tempted to think that it’s just a fancy buzzword. 

But actually, storytelling in advertising has been around for a very long time. Think, for example, of North America’s most iconic television ads and you’ll realize they all have something in common. From Apple’s 1984’s Super Bowl commercial to 2010’s “Grab a Snickers, you get a little slow when you’re hungry” ad featuring Betty White and beyond, we’re being told a story first, and pushed a product second.

Custom campaigns, on the other hand, are better suited for when the goal is to spread the word about a brand in general. 

This is the Narcity team’s bread and butter: we are equipped and prepared to brainstorm and select an angle that’s aligned with the emotion of the brand and proceed to create “evergreen” content that our audience would consume anyway. In this way, we’ve not only created a piece of content our readers are more likely to naturally be attracted to, but we’ve also told the story of your brand and associated positive emotions to it. 

And, since all content on our website lives there indefinitely, you’re more likely to see hits later on with a piece of content that’s relevant every day of the year or relevant in a recurring season. People will click on an article about beaches to road trip to multiple times over multiple summers but aren’t able to engage that way in an article that has a timeframe.

So, we’ve set up a few reasons why a brand might want to go with a native article. The next piece of the puzzle is the most important: the story.

As stated, at Narcity, we specialize in telling a brand’s story by selecting a custom angle that relates to - or matches perfectly with - the idea or emotion behind a brand. But we take it a step further by tailoring each angle, title and topic to what we know will pique our audience’s interest.

We base this not just on years of experience, but by analyzing the performance of past sponsored content articles, as well as current articles on the organic side of the platform. To put it simply: we know our audience, and we know what stories they love to see.

When we are able to truly marry the emotion of a brand with content we know our audience will consume, beautiful things happen. It can seem counterintuitive to relinquish even a little bit of control to a publisher who’s meant to be representing your brand - after all, no one knows your brand quite like you do! 

But no one quite knows a publisher’s audience quite like the publisher does. At the end of the day, everybody is working towards the common goal of seeing a campaign get as much success as it possibly can.. but sometimes, all it takes a little bit of trust to get some pretty amazing results.