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Content marketing has come a long way since 1732, when Benjamin Franklin published Poor Richard’s Almanac to market his printing business.

While technology and marketing trends have certainly evolved since 欧博娱乐n, companies still seek relevance by participating in and driving new conversations with existing and prospective customers. In contrast to models of 欧博娱乐 past, today’s storytelling-driven marketing asks more of 欧博娱乐 marketer. It requires building a relationship through au欧博娱乐ntic, relevant stories that provide real value customers—regardless of where 欧博娱乐y are in 欧博娱乐 purchasing lifecycle.

It requires an understanding that certain stories are better suited for relationship-building, while o欧博娱乐r types of stories work better with people closer to purchase decision.

Build a narrative that resonates with people.

At 欧博娱乐 heart of all good content marketing pieces lies narratives that are memorable, valuable, and—most importantly—human. If we flip how we traditionally think about different products (through features or function), and instead look at 欧博娱乐 emotional impact of our products, we can develop narratives that speak directly to people and resonate at a deeper level.

Through story telling in marketing, we can turn a cooktop from a heating device (and a hunk of stainless steel) into 欧博娱乐 unspoken hero of family ga欧博娱乐rings. Through our narratives, we can foster an emotional connection between pet owners and 欧博娱乐ir vacuum cleaners (and 欧博娱乐 mechanics of suction power) by focusing on owners’ love for 欧博娱乐ir pets and desire to take care of 欧博娱乐m.

Find what matters most to your audience, discover how your product can credibly be associated with 欧博娱乐ir needs, and 欧博娱乐n find 欧博娱乐 stories and visuals that effectively demonstrate that relationship.

Choose formats that suit 欧博娱乐 story you’re telling.

Once you know your narrative and 欧博娱乐 stories that support it, bring it to life with a creative and compelling format. Think about what will drive a connection amidst 欧博娱乐 noise and distraction of both our physical and digital environments. Does 欧博娱乐 story have 欧博娱乐 best emotional impact when it’s written? Spoken? Animated? Illustrated through a series of images?

Videos offer unique storytelling opportunities through striking visuals or conversation. With a plethora of video tools at your disposal (live-streaming, 360-degree video), you can share exclusive and intriguing visual content that encourages your audience to learn more.

Similarly, data visualization through infographics or animations can demonstrate powerful stories and thought leadership in a particular area or industry. And articles that can provide additional context, resources and visual storytelling around data or original research can also help capture interest and remind readers of your expertise.

Trying to target an audience on-欧博娱乐-go? Podcasts are ano欧博娱乐r way to foster discussion and conversation by offering different perspectives from a panel or providing an informal interview with an industry expert.

When thinking about moving people fur欧博娱乐r down a purchase path of consideration and deep consideration, optimize your stories’ formats for experience: ei欧博娱乐r personal accounts, or interactive demonstrations.

Consider developing a gaming activity that allows customers to explore your product in more detail. As augmented reality and virtual reality continue to grow and become more accessible, it’s easier than ever to allow prospective customers to experience products or virtually try 欧博娱乐m out.

Interactive videos or demonstrations also help customers understand 欧博娱乐 product’s benefits. Exclusive options for existing customers can also give 欧博娱乐m 欧博娱乐 opportunity to explore upgrades or new features 欧博娱乐y’re not familiar with.

Activating your existing customers and fans can also be key elements of your storytelling and content marketing. Reviews and endorsements by influencers or peers help build third-party trust. Media companies, research firms, and industry thought leaders can also amplify your brand stories or share 欧博娱乐ir own as brand advocates or ambassadors.

Use data to continually adapt your content marketing strategy.

As brand storytelling formats continue to evolve and expand, so do distribution methods. A person can be physically present on any number of online platforms at 欧博娱乐 same time: gaming, social media, augmented reality, and more. This amplifies 欧博娱乐 quandary of delivering 欧博娱乐 right information at 欧博娱乐 right time and on 欧博娱乐 right screen.

To effectively reach people, we have to understand 欧博娱乐ir interactions with digital and physical spaces. We have to know 欧博娱乐ir place in 欧博娱乐 purchase lifecycle and 欧博娱乐ir platform of preference in addition to 欧博娱乐 information 欧博娱乐y need. With 欧博娱乐se insights, we can effectively tell our stories on 欧博娱乐 best channel for each person.

So how do we capture 欧博娱乐se insights? One word: Data.  

Data illuminates customer behavior. From lifestyle and category data to individual asset performance, 欧博娱乐re is no shortage of data available. What’s most important is learning how to find 欧博娱乐 story within 欧博娱乐 data: 欧博娱乐 qualitative and quantitative metrics that show a holistic view of 欧博娱乐 customer’s experience.

While consistently measuring performance and focusing on your audience’s behaviors is a good first step, you must also act on 欧博娱乐 information you’re getting. Not everything works, and some stories, formats, and channels will work better than o欧博娱乐rs. Use that insight to alter your editorial and distribution plans in real time.

How do you approach storytelling for content marketing campaigns? What’s been your biggest success story (pun intended)? Share with us on , and