Telling a story has always been an important element of brand building but sadly too many CEOs have left it to advertising agencies and creative campaigns to try and tell their story.

This model is flawed because it nearly always focuses more on creativity than content. It is also flawed because few brands have the deep pockets required to sustain such a creative campaign. And the limitations of traditional media mean that it is extremely expensive to try and build a brand this way. And, if the truth be told, too many advertising agencies are often more interested in the next design award than they are on delivering good quality content.

Social Media gives brands the platform and reach they have always wanted, without the costs. Moreover, the increasing importance and influence of social media means that the ability to tell a story and share that story and encourage the sharing of that story further across the ecosystem is now so critically important to an organisation that it no longer needs to be left in the hands of advertising agencies.

This infographic from NCM Fathom maps out nicely what you need to include, what channels to use, why you need to develop stories and the benefits of doing so.