Backstory helps people choose brands that match their needs and priorities. People want to know more about some products and services like:
Who makes or designs it?
Where are the raw materials sourced?
Is it sustainable?
What is NonPersuasive Advertising™? It sounds strange - but non persuasive ads don't kajole a customer into buying. That doesn't mean we don't want them to buy your goods and services - it's that people simply want to know more about some brands and products than the shorthand of a traditional ad.
Another important point about BackStory is that ads work best when they are refined and single minded. Cluttering an ad in paid media with everything you think you want to say - but that isn't necessarily important to all of the audience - will only result in a mess that won't work. Keep the elements separate but make the information available to the people who want it. If 20 percent of your audience are deeply concerned with your green credentials you don't want to bore the 80 percent who love your brand for it's sleek styling. But the 20 percent might mean profit over loss in a world where marginal differences make all the difference.
We don't fill your BackStory™ with 'hype and calls to action' in an effort to persuade or 'convince'. A clear, simple, interesting insight into your products credentials might well be the thing that makes you the best choice a consumer can make.
So - is it 'content marketing'? Content marketing is an important trend in marketing. We create content and it is for content marketing but BackStory is just part of the picture. We develop stories to be used in the context of content marketing.