Stories and storytelling is a handiwork designed to engage with the human mind. While data is its own form of poetry, in the first step mostly workable for computers and digital applications, to in the next step make them be able to assist you to simplify tasks in your everyday life and working life. Data is thereby for simplification and measuring, while storytelling can open new horizons for people and engage to improve and reach goals. This power can also be refined to work for the benefit of your organisation and your personal brand. In this spirit content marketing has been proven to be an effective way for business communication, but what differs the failures from the successes?
Research from the Content Marketing Institute targeting the B2B-market shows that 89% of the responding businesses is using content marketing, where 63% are “very” or “extremely” committed to the method, but only 28% sees it as an “mature” marketing method. Only 22% value their approach as “very” or “extremely” successful. The conclusion of the research is that the main difference of the successes and the failures is the presence of a documented content marketing strategy. 61% of the successful content marketers had a documented strategy and 72% of the successful content marketers believe it is the content marketing strategy that is the engine of the success.
So then, what is the basics for designing a content marketing strategy for instance in the form of a brand story. First of all you have to identify your target group and where you will find them in the digital world, and secondly find out how to best interact with your audience, and thirdly find out which form of contents and messages to use reach the purpose with your content marketing strategy. Nevertheless, this is a very brief overview of what is required to design a documented strategy for a brand story or other form of content marketing. For more hands on- and detailed description to support your design efforts the 6i-Model that I describe and put into practice in my new book “Learning Design in Practice for Everybody” is a well-performing approach. Even if the book is about learning design, the 6i-Model’s six stages works perfectly for most forms of projects where creativity is the main driving-force and the approach is human-centric, for instance a content marketing strategy.
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