In the halcyon days we refer to as Pre-Covid, the mix of essays, podcasts and digital media that you rolled out were atypical. During launch as you introduce your brand, your standard push to taut how your company’s new product or service solves a problem could help propel your brand into the media spotlight and make them sought-after sources for buyers.

But not so easy more.

In these times audiences are not as responsive to those tactics-related stories. They want to feel inspired in new ways. They want to feel driven by thought leadership and shared experiences that help make sense of the challenges we face today. The year 2020 nothwithstanding – readers today crave social and responsive empathy.

You may not be so ready to share your personal story, or your company might not want to venture into the public realm in this contentious climate. And you may not really envision messaging that touches on any social issues directly: Simply incorporate humanity into your content. 

You don’t have to steer from your traditional approach. Traditional formats for structured content: narrative setup, build context, connect and communicate, call to action – still works fine. But leaders who share aspects of themselves in that setup, and thus propel takeaways, will transcend.

The playbook is simple. Tell a story that relates to people without fluff or pretentiousness. Make it purposeful in detail as it relates to a problem, and connect with shared experiences that relate to how you solve the problem for your customer. 

Here are some clever examples we’ve seen that show context media used in such a fashion:

• An association for HR professionals helped its stakeholders navigate the shifting workplace landscape when its CEO wrote a series of articleslike this one on “Setting Priorities Every 4 Hours,” urging leaders to talk about how vulnerable we all felt as a result of the pandemic.
• A brand strategist cautioned dtc brands not to be complacent and opportunistic in the face of their COVID windfall, but to think about the future of their brands in a post-pandemic world that transcends the direct-to-consumer channel and positions them for growth.
• A creative services marketer shared a story about a trauma she experienced in her workplace that was not merely tolerated but brushed aside, and about how the pandemic and social justice have now changed the culture. Her perspective showed a new wave of reckoning and rebuilding.
• The head of a digital agency made an industry wide plea for companies to pay their employees to take civic action after his own company put its policy in place.

1. Root your topic in your values. In a new survey of 5,400 working professionals conducted by WorldatWork, the Total Rewards association, 60% said working for a leader with similar social beliefs is extremely important. Once your company clearly articulates what it stands for, tell a story that shows what you’re doing to promote your point of view.
2. Include a story about an actual person. People relate when they can see themselves in your story. Show someone—even better, an employee—taking the action you’re recommending.
3. Make it newsy. Timing is everything. Frame your story with what’s happening now around you. You don’t have to take on politics or climate change—you can comment on industry trends, too.
4. Solve a problem. Lay out the challenges your audience is facing, and offer solutions that they can either apply directly or use to formulate their own strategies. That approach will keep readers coming back for more.
5. Stay engaged and stand out. To be known for having opinions that matter, your voice must have differentiation. You can’t sound like everyone else. Be clear, and you will become a sought-after influencer in your space.halcyo