Three steps to strategic storytelling
An editorial plan is essential for the success of good storytelling. Whether internal or external, the agency reveals how to achieve this Mashup Communications in three steps.1. plan versatile formatsStories can be conveyed in many different ways. The basis for long-term storytelling is to first find your own mentor role. Fool roles, for example, are well received, as is playing with prejudices and self-irony. Whether pioneer, captain or muse - in storytelling, companies are like a friend who has already walked the path and thus draws on their wisdom. These individual facets result in content and narrative approaches for content planning, including recognition value.2. know and pick up the target groupBefore writing a blog post, you should be clear about who your target audience actually is. A good tool is to work with a concrete idea - the persona. Digital natives and silver surfers naturally have individual demands and needs. Customers also have very different prior knowledge. Content should therefore be geared towards their lifecycle stages: Is the persona already aware of the problem or does it first need to be sensitized? Or are they already looking for practical recommendations for action? If the content editors know what their target group is interested in and what they are looking for on the Internet, texts can be formulated more precisely for each persona.
3. keep your eye on the goalOnce it has been determined who the customer is, where they come from, what makes them tick and what type of content they should be given, the final question is what the company wants to achieve with this content. When it comes to building reach, follower content impresses with its variety of formats, such as listicles or videos. With a newsletter registration or a test webinar, the editorial team achieves valuable contacts for sales. Highlight content in storytelling style attracts as much attention as possible from the audience, while the right keywords increase visibility in search engines.
