Power to the peopleYour company’s story is probably great. Maybe it’s even told in a very engaging way. But what makes your story less compelling is that it’s told by you. And because it’s told by you, people only believe it that much. They’d believe it more if it came wrapped up in stories about people they can relate to. You get the idea here. So, in these times of content ubiquity, literally everyone is telling stories of some sort – making your life harder and your voice less likely to be heard. Drawing on great and inspiring people around you who can deliver your messages as magnetic stories can be a true competitive advantage. Here’s why:
- Your own story becomes more credible. The more people talk about the stories you choose to tell, the more likely we are to believe it. (Not always a good thing, but true.)
- You keep your existing audience happy. Everyone loves to share something great they’ve done or contributed to. Plus by putting your audience in the spotlight they get the chance to extend their own network. Win-Win.
- Your star rises. People will like when they see how you are helping others – directly or indirectly. (Even if they don’t have anything to do with your product now. But who knows, maybe they will in future.)
- You become more attractive (and may welcome one or two new people on board). People want to be part of something great.
- You may even lay the foundation for a community. Look at IBM and their the IBMers programme. They are literally everywhere.
- It’s fun (and interesting). A selfish reason, but usually this kind of content collaboration is way more fun and interesting than the stuff you create that’s all about you.
- You tick the MOFU (middle of funnel) content box. Just like that.