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Digital Marketing - Study Notes:
Brand and brand story
Brand is:
- Your actions
- The stories your communities create around your mission
- Your extraordinary customer service
- Experiences every single person has with your company
- The image and style associated with your company
- How you relate to your customers
Having a strong brand purpose means you’ll stand out in the market with unique, recognizable content. And you’ll connect with your audience in a meaningful way.
Brand storytelling is a way of connecting with communities that share your values and your beliefs. It helps to drive emotional engagement. It invites others into your community and embraces them in an authentic way. Don't be afraid to tell a story about your brand. Use your brand story as a key part of your content marketing strategy to increase credibility and demonstrate authenticity to your audience. By communicating engaging narratives to your target audience, you can improve business performance. Brand storytelling can also serve as a valuable tool for crisis management should you ever need to defend your brand.
Did you know that brand stories are up to twenty-two times more memorable than facts and figures? Activity in the human brain increases up to five times higher when listening to a story. When you consider these facts, it’s clear that storytelling a very powerful skill to have to create meaningful, emotional engagement with your audience.
Back to TopWill Francis
Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Connect with him on Twitter (X) or LinkedIn.
By the end of this topic, you should be able to:
- Identify the benefits of using personas in content marketing
- Critically analyse the relationship between buyer personas, target audience and content marketing
- Systematically analyse techniques for sharing and promoting content and for measuring content performance
Digital Marketing Resources:
Digital Marketing Resources:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Article: 4 Key Content Marketing Trends for 2023
- ebook: How to Create Great Digital Marketing Content
- ebook: The DMI Guide to Inbound Marketing
- Article: How to Nurture Leads at Each Stage of the Sales Funnel
- Toolkit: Buyer Persona Template
- Toolkit: Content and Channel Matrix Template
- Webinar: What Does GPT Really Mean For Marketers?
- Webinar: How to Create Content that’s Guaranteed to Engage Your Audience
- Toolkit: Digital Marketing Campaign Brief Template
- Toolkit: Digital Marketing Media Brief
- Toolkit: Content Calendar Template
- Toolkit: SEO Keyword Research Toolkit
- Toolkit: Guide to Content Ideation
- eBook: How to Write Well Online
- Article: What Tools Should You Be Using for Your Digital Marketing?
- Article: Delight Your Audience: How to Create Content That Excites and Entertains
- Toolkit: Brand Style Elements Template
- Article: Influencer Marketing: The Ultimate Guide
- Case study: Dove: A Spotless Approach to Digital Marketing
- Case study: Aviation American Gin: Using humor to lift spirits
- Podcast: Creativity in B2B marketing
