Storytelling in Sequence: How Brands Are Creating More Engaging Messaging - eMarketer

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Storytelling in Sequence: How Brands Are Creating More Engaging Messaging

eMarketer Report

By: eMarketer

Published: August 03, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

All brands have a story to tell consumers, but telling it in a way consumers want to hear can be challenging. Content marketing offers a variety of storytelling possibilities, and marketers are taking advantage of their ability to use content and ad creative sequentially to present longer, more compelling messages to consumers.

  • The lines between content and advertising are blurrier than ever, thanks to the continued growth of native as well as the importance of paid channels for distributing marketing content.
  • Marketers are relying on a mix of owned, earned and paid media to disseminate content that tells their brand story.
  • Personalization and automation make it possible to deliver marketing content in a sequence, at scale, to foster more engagement.
  • Using multiple formats, platforms and channels to tell stories to consumers over time can make brand messages more relevant and useful.

"Data is the leading source used to develop content strategy, according to BrightEdge. This allows marketers to personalize content for more effective, relevant storytelling."

Table of Contents

The Digital Narrative

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Assembling a Story

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The Next Chapter

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19 charts are included in the full report:

Storytelling in Sequence: How Brands Are Creating More Engaging Messaging

Primary Source Used by US* Marketing Leaders to Develop Their Content Strategy/Calendar, May 2017 (% of respondents)

The Digital Narrative

Share of Average Time Spent per Day with TV* vs. Digital Activities** by US Adults, 2010-2019 (% of total time spent)

Meeting New Narrative Needs

Share of Average Time Spent per day with Select Media by US Adults vs. US Ad Spending Share, 2010, 2014 & 2017 (% of total)

Aspects of Their Brand Strategy According to Marketing Executives and Brand Managers Worldwide, Dec 2016 (% of respondents)

Most Important Elements of Their Content Strategy According to US Content Marketers, Sep 2016 (% of respondents)

Content Formats and Tactics

Content Produced by Their Company According to US B2B vs. B2C Content Marketers, Sep 2016 (% of respondents)

Content Marketing Tactics Used by B2C Content Marketers in North America, 2016 (% of respondents)

Visual Content that Has the Highest Engagement According to US Digital Marketers, Dec 2016 (% of respondents)

Content Distribution and Engagement Strategies

Marketing Tactics Used by US Content Marketers to Distribute Content, Sep 2016 (% of respondents)

Usage and Effectiveness* of Paid Methods Used to Promote Content According to B2C Content Marketers in North America, 2014-2016 (% of respondents)

US Marketers Who Are Confident in Their Ability to Create Video Content that Will Drive Views, Purchases and Engagement on Select Social Media Platforms, April 2017 (% of respondents)

Entities/Types of Individuals that US Internet Users Follow on Social Media, by Platform, April 2017 (% of respondents)

Assembling a Story

Techniques Used by B2C Content Marketers in North America to Learn About Target Audiences, Aug 2016 (% of respondents)

Primary Source Used by US* Marketing Leaders to Develop Their Content Strategy/Calendar, May 2017 (% of respondents)

Sequential Storytelling Within and Across Channels

Primary Stage of the Customer Journey During Which B2B Professionals Worldwide Use Select Forms of Content/Tools, July 2016 (% of respondents)

US B2B Enterprise Marketers Who Create Specific Content for Mid-Funnel/Lead Nurturing*, Sep 2016 (% of respondents)

Phases of Buyer's Journey During Which B2C Content Marketers in North America Measure Content Marketing ROI, Aug 2016 (% of respondents)

The Next Chapter

Most Common Video Problem for Content Creators According to Media Professionals Worldwide, Aug 2016 (% of respondents)

Biggest Challenge of Creating Visual Content According to US Digital Marketers, Dec 2016 (% of respondents)