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Communication in the age of

Content Marketing

Storytelling brings marketing and communications close- Follow the discussions and gather feedback
ly together, besides helping companies to stand out with
attention-grabbing content that kick-starts discussions. It Effective and interesting communication makes the
is however undeniable that creating good stories takes
lot of time. Asking, for instance, the following questions customer listen to the company. Therefore, you should
could assist you in starting off on the right foot: simply ask them what they think about your produced
content to find out if you are on the right track. By run-
 Who are we and why do we do what we do? ning e.g. a survey, you can quickly see which themes
and topics your customers like or they want to learn
 How can we transform our business philosophy into more about.
a story?

 What is the target group and what kind of stories at- Talk to your colleagues as well and find out what they
tracts them? know about their customers and their interests. Particu-
larly those who work in customer service and sales
 What are the stories of our customers and competi- generally know a lot that can help to find the right tar-
tors?
geted and modelled content that leads your story to
You should use different digital communication tools success.
when developing the stories and of course monitor the
media regarding how it is liked and shared as well as Follow as well the discussion in your industry and ob-
check if your story evokes discussions in the desired serve the hottest topics that may interest your custom-
target group. If there is no response to the story, or the ers. In social media networks you can quickly identify
reactions do not meet your expectations, consider edit- which subjects are highly topical and entertaining
ing it or try new ways to publish it.

22 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing