Content Planning & Storytelling

Benjamin Franklin remarked, “If you fail to plan, you are planning to fail.” Well-crafted brand communications and consumer engagement do not happen by chance — they are the result of meticulous planning. Brands carefully craft the right communications and deliver them at the right time.

Every content plan should be anchored by a clear objective. A strong content strategy, combined with quality storytelling will bring you success in communicating with consumers.

How to craft a content strategy using the Hero-Hub-Hygiene framework?

Consumers have varying levels of readiness when interacting with a brand. To capture their attention at every stage of the consumer journey, use the Hero-Hub-Hygiene framework. Doing so ensures you cover all bases — from those who are completely new to your brand, to those who are on the verge of conversion.

Hygiene content is probably one of the most overlooked. However, when done well, it plays a crucial role in reaching consumers who are actively searching for your brand. Ensure both the content and user experience are well thought of to deliver a seamless consumer experience.

Should we form collaborations and partnerships?

Collaborate with others to discover new opportunities. Just as a duet draws on the combined strengths of two performers, strategic partnerships can create synergies that surprise your consumers.

Establish Strategic Partnerships

Establish partnerships to leverage brand associations and expand engagement with your target audience through your partner’s reach and networks. It is important to select the right brands to collaborate with — they should expand your reach and generate relevant brand associations. Beyond reach, partnerships can also bring diverse expertise and technologies to reach your target audience more effectively.

Join Forces with Influencers

Influencers are individuals with above-average reach through word-of-mouth or social media. They are often highly knowledgeable in specific areas such as food, travel, beauty, or technology. This group includes celebrities, experts, and bloggers.

Influencers help in building brand awareness and image by:

• Acting as conversation catalysts

• Reaching target or new consumers

• Sharing brand messages authentically

• Expanding reach across multiple touchpoints

• Facilitating meaningful two-way dialogue with your audience

Think: Who are potential partners and influencers you can join forces with to boost your brand?

Keep these five principles in mind when identifying suitable influencers who can amplify your efforts:

• Ensure the right brand fit

• Combine qualitative with quantitative data to assess the influencer’s reach and their areas of influence

• Align the influencer’s content and audience with your marketing objectives

• Understand the influencer’s relationship with their audiences

• Consider the influencer’s personal agendas

Be diligent in assessing your influencers as fraudulent practices such as buying followers, likes, and comments are increasingly common. Establishing partnerships with the right influencers significantly impacts consumer decision-making.

How to harness the power of storytelling?

Stories resonate with people — whether it’s through movies, guided tours, or on-demand entertainment, we’re often attracted to great narratives. Every touchpoint with consumers is a chance to tell your brand story.

Follow the seven tips below to create impactful storytelling:

• Create a compelling story flow: Structure your information as a story for easy recall and ensure it aligns with your desired outcome

• Engage your audience: Feature things that they care about — integrate elements such as humour or interactivity to boost engagement

• Plan your delivery: Select the right platforms where your audience is active and tailor your content to fit each one

• Put yourself in their shoes: See things from the consumers’ perspective and use language that feels natural to them

• Identify critical communication points: Highlight the most crucial information your audience must know

• Practise and refine: Test your approach and make improvements along the way

• Define your desired outcome: Be clear about the specific goal you want to achieve with your story

Find Out More

• Next, learn about Strategy-led Marketing.

• Access more free marketing resources from STB on YouTube.