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By Judy Luk-Smit November 1, 2017 Reading time: 3 minutes


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AirPR’s new Research TrendsTM provides insight into how to build a brand Narrative

Building a Brand Narrative

When your brand builds a clear narrative and fine-tunes messaging, it clears the way for reaching both your customers and other decision makers. Identifying the long-form narrative that your brand wants to convey, along with a brief message that is unified and concise, is key to your success. However, building that narrative can be like throwing spaghetti at the wall: it’s difficult to know what messages will stick.

Fortunately, access to data and Artificial Intelligence tools now helps us to draw insights from massive quantities of data. Many of us already utilize these technologies to help measure and attribute our success, gain insights into performance against competitors and report results back to the C-Suite. But AI tools can help build a brand narrative and establish insights before you ever begin your campaign.

AirPR recently launched Research TrendsTM into its software platform, which allows users to search content in real-time and discover:

  • Article frequency trends
  • Social amplification trends
  • How many articles on a topic mention you vs. your competitors
  • What terms are co-mentioned with that topic
  • Which publications are discussing that topic
  • Which authors are writing about that topic

All of the data can also be sorted by Most Recent Content and Trending Content. What is most compelling, however, is the ability to identify new trends and constantly evolve your own brand narrative.

Let’s say, for example, that a financial tech company launching a new application built on blockchain technology wants to build a narrative as they approach their impending Initial Coin Offering. (If you’re not familiar with ICOs, think of them as the modern-day IPO, but utilizing bitcoin and other cryptocurrencies.)

Using Research TrendsTM, the company can discover a variety of insights on what the media and consumers are looking for.

There has been a clear increase in the frequency and amplification of mentions of “blockchain” over the past 90 days, with particular articles trending through amplification. Digging in even deeper, the company can identify the publications and authors that they should be targeting with their news and their brand’s story:
AirPR Research Trends Brand Narrative Screenshot

Additionally, the company can look at co-mentions of other key terms:

AirPR Brand Narrative Research Trends Topics

For those not entrenched in the world of blockchain technologies, many of these co-mentions may seem unrelated. However, terms like “Satoshi Nakamoto,” “Bitcoin,” “Hyperledger” and “Ethereum” are all frequently utilized when explaining the history and basics of blockchain technology. The company used this information to build a brand narrative that included an introduction to what blockchain is, why it is more secure than other financial technologies, and why investing in an ICO is important.

When building your brand narrative, investigate the trends and topics that are being discussed surrounding your key terms, and build media and influencer lists based on the authors and publications that are getting lots of amplification and are most likely to write about your brand’s story.

To see AirPR’s Research TrendsTM in action, request a demo of AirPR today.

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