The Art of Engaging Audiences

Background

The future of technology promises endless possibilities, continually enhancing our lives and driving innovation. However, the limiting factor of technology isn’t the number of transistors that can be squeezed onto a semiconductor chip, the complexity of software and hardware systems, or even the extent of computing power available. The real constraint lies within us, the users, who can only absorb so much information at once. In an era marked by a constant stream of data, content, and distractions, what we need most is something fundamental: a story that helps us understand the world and connects us to one another through shared experiences.

Recognizing this, leading tech companies are turning to new and innovative ways of engaging their audiences. The most authentic and effective method to build these connections is through storytelling. Real stories from real people, who experience the same challenges and triumphs as everyone else, can illustrate how a product or solution has made a meaningful impact on their lives. This practice, known as brand journalism, enables tech companies to forge deep connections with their audiences. It goes beyond merely offering solutions; it builds a loyal customer base that values shared principles and that trusts a company committed to integrity for both its employees and its customers.

The Benefits of Brand Journalism

Writers at Prowess Consulting have been providing brand journalism services to tech companies for many years. One such company, a global technology leader, has been able to regularly connect with internal and external audiences through authentic, powerful, and visually creative accounts of people who use its products in their daily lives. With Prowess’s help, the company’s website has seen a higher-than-average engagement rate.

Having a team of dedicated writers with expertise in both storytelling and tech reporting is key.

“We can take complicated and technical information and translate it into relatable stories for the public,” Prowess writer Athima Chansanchai explains. “When we’re writing our stories, we also frame them within the context of the company as a whole. We bring into stories our experiences with the company—years of context and understanding that add depth and authenticity.”

Unlike typical journalists, Prowess writers also understand the company’s marketing and branding. “We’re following the same processes we engaged in as reporters, in terms of showing a truthful narrative, but we are also clear that we are in service to the company and beholden to their goals, strategy, and messaging,” Chansanchai says. “Ultimately, we’re both aiming for the best audience experience and response.”