There’s no doubt that storytelling is essential when you work with content strategies. But what should you keep in mind to make your content truly effective?
1. Keep it real
Credible content is crucial in a time of AI-generated material and constant information overload. Own your story and use real people and cases to build trust and create the strongest possible content.
2. The story is part of the customer journey.
Link every interaction with the target group to their customer journey. Adapt your content to the stage they’re in. The “what” is a product or informational text, while the “how” and “why” are for storytelling. Understand the customers’ needs and guide them through every stage.
3. Invest in video.
We’ve said it before, and we’ll say it again – video is a powerful medium to help create emotional connections. Showcase processes, personal stories and happy co-workers to evoke emotion. The goal is to be top-of mind and seen as a safe choice when the target group is ready to take action. Read more about why case study films should be a part of your marketing strategy here.
4. The right content for the right platform.
Which platforms are best for storytelling? The answer is all of them. But make sure to tailor the content to each individual platform and the audience’s behaviour. Try out different formats – like case videos, carousels on LinkedIn and infographics – to see what performs best and what resonates with your audience.
5. Most importantly – make sure the content reaches the audience!
Good content only has an effect if it reaches the right people. Organic reach is valuable but combine it with paid content to increase visibility. Set a strategy where organic and paid content support each other.
Does this feel like a lot? Don’t know where to start? Begin by identifying your target groups – who are they and what do they need? Your audience should always be in focus, and from there you can decide what stories to tell.
