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Content Marketing

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Digital Marketing - Study Notes:

Steps to creating your brand story

The steps to creating your brand story include:

  • Know who you are: Define your brand personality and stay true to your brand.
  • Understand your goals: Be clear on why your brand does what it does and the purpose of your goals.
  • Find your story: Use your brand personality and goals to inform your brand story.
  • Identify your audience's knowledge level: Make sure you've identified your audience adequately and understand what they will respond to emotionally.
  • Map story elements to personas: Always map your story back to your customer personas to make sure that it resonates with your target audience.
  • Craft your story: Use the information you have gathered to write your brand story.
  • Share your story: Share your story with your target audience and the wider industry.
  • Engage with your communities: Engage with your audience and invite input from them.

Tips to identify your brand story

It can sometimes be difficult to know where to begin to identify your brand story. Here are some tips to help you:

  • Focus on your audience and their needs.
  • Stick to a single message in the narrative.
  • Use facts appropriately. Be clear and try not to leave room for confusion.
  • Create characters in your story who reflect your audience.
  • Develop dramatic tension in your plot where possible.
  • Structure your story for easier comprehension.
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Will Francis

Digital Marketing Consultant, Trainer, and Speaker

  • Educates and consults for senior marketers at the world’s leading brands
  • Ran a successful digital ad agency in London for eight years
  • Editor of social network MySpace in the 00s
  • Regularly appears at conferences, in press, TV, and radio to share his experience and expertise
  • Previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net A Porter
Will Francis


Content Marketing
Will Francis Will Francis
Skills Expert

This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.

You will learn how to:

  • Apply best practices for developing and enhancing content throughout a content marketing campaign
  • Create buyer personas for use in content development
  • Develop a content brief
  • Conduct keyword research to inform a content strategy
  • Curate, personalize, and repurpose content
  • Craft a brand story
  • Schedule content development and publication
  • Promote content
  • Measure and analyze content performance

Approximate learning time: 3 hours

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