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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.
Will Francis
Will Francis is a digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
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
