Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content.
No matter who you are or what kind of company or organization you work for, your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.
Brands mature over time, like a marriage. The bond you feel with your spouse is different than when you first met each other. Excitement and discovery are replaced by comfort and depth.
It’s not how many followers you have, it’s how many care. It’s not width, it’s depth. It’s not how many impressions you get, it’s how much attention you get.
