Johnson knew what she was doing. She’d experienced an intuitive, gut reaction earlier in her career that supported her philosophy. Prior to working in digital marketing, Johnson served as Editor at Bizwomen, an online publication supported by sponsored content. One particular advertiser wasn’t satisfied with how their content was performing on the Bizwomen website. Johnson investigated and noticed that most of their content was non-descript, run-of-the-mill, stock content pushed out to other sites, as well.
At the same time, she received a notification that the high-profile, female President of Personal Investment for this respective advertiser, had just published a blog post to Linkedin that talked about how her mentees had mentored her. Johnson knew that THIS was the content people – women, especially – wanted to read. This content had the guts to form a connection with and for the reader.
“Above and beyond all else, stories are really compelling,” Johnson shares. “And the best is any time you can connect with people over a shared experience.”
Creating shared experiences can be tricky especially for businesses. Which is why Johnson recommends that companies and brands take time to use stories to humanize their business, sharing about their team members, their customers, their respective communities.
“It’s hard to get companies to realize that you don’t have to be selling all the time to be effective,” Johnson notes.
It’s also hard to get businesses to realize something else: they must be fearless in their branding – and their stories. “You have to decide who you are, and go with it,” she advises.