Our content is not only aesthetically pleasing and entertaining to watch, it also has specific goals. We achieve these goals through impactful stories, published on various (online) platforms. Producing content without a strategy is like telling a story around a dying campfire: it won’t be durable or warm enough to hold the audience’s attention and lead to emotional bonding.

To ensure you have a warm, long-lasting fire, you have to build construct it using different types and sizes of wood: tinder, kindling and fuel logs – which can be compared to marketing stages such as awareness, interest and desire. If the audience around your campfire is warm and satisfied – and immersed in your story – you can easily call them into action. But it all starts with a solid story structure and an all-encompassing content strategy.

Good content moves
Good online content doesn’t sit still, but rather moves through all sorts of corporate and private channels. If it doesn’t move, it’s like a forgotten letter at the post office: if nobody delivers it, and nobody comes to collect it, nobody will ever know what it says.
Most people live in their own virtual bubble, which mirrors who they are: what they do, what they like, what they think, who they’re friends with and how they spend their spare time.

Many organisations have ventured out onto Facebook to create their own fan base, but Facebook has changed the rules. You may no longer assume that your fans will see your update, because Facebook decides what gets shared. Today’s toughest communication challenge is creating content that is happily received and shared. Information that doesn’t fit the consumer’s requirements, won’t enter their bubble.

Advertising versus content marketing
In our day and age, brands are starting to realise that the way they used to mass-communicate doesn’t work anymore. Not too long ago, marketing was about talking about your brand as often and as loud as possible – or paying actors to do the talking. These days, consumers can block ads, skip commercials and decide for themselves which content to consume. It’s important to realise that the consumer is in charge.

Content marketing is a long-term strategy focused on storytelling. Taking your audience on an interesting journey takes time. One piece of content may generate short-term attention, but won’t captivate your audience. It’s about bonding, not branding. Try to imagine what your favourite series would look like in two episodes. What would the storyline look like, if there were only two occasions to tell the entire story? It wouldn’t captivate you the way it has through long-term story construction and character development. Each episode slightly lifts the veil on the story and captivates you. That’s how content marketing works as well.