Whether your business is selling widgets or services, success depends on thinking more in terms of delivering stories about those widgets or services and how people use them than about pumping out feature-rich fact sheets or ads.

Your customers want to hear those stories, so find more ways to tell them! Reach out to your brand advocates and collaborate with them, and don’t forget to include quality of engagement in your metrics for a better overall view of how you’re doing. It’s about connecting emotionally and building relationships (ROR). In other words, think like a publisher—you’ll get better results.

Check out here how we do it at Collective Bias.

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