Speaker Cor Hospes at the SocialToday Event. Photography: MichielTon.com
From brand story to themes and content formats
If you really want to make a difference, start by identifying a number of themes around your brand story. The key is to hit the sweet spot between what you can tell as an organization and what your audience wants to hear. For example, 'starting a business' could be a theme for a bank. Or 'sustainable living' could be a theme for a construction company. Then you translate those themes into concrete content formats. And that's when the fun really starts.
Content formats are the way you are going to russian phone number list tell the stories. They ensure that you no longer shoot with loose content bullets, but work on a common thread and consistently build a relationship with your audience. In the TV world, formats are nothing new. Turn on your TV tonight and content formats such as 'Chantal Blijft Slapen', 'Beau Five Days Inside' and 'Help, Mijn Man Is Klusser!' will fly around your ears:
Oh Marieke, but with content formats you mean that we have to get started with storytelling?
Storytelling . Also a great buzzword that is written about a lot. However, it is not what I mean. Nine out of ten articles about storytelling get stuck at the brand story. It often remains at the corporate story of the company, product or service. In his book Formats, The Next Step in Content Marketing (aff.), Aart Lensink mentions the example of DELA:
DELA has a wonderful founding story. In the dark economic thirties of the twentieth century, the rich and the poor were not buried in a comparable way. A number of people did not like that. They started the original version of DELA, with the ambition to give everyone a dignified burial. A wonderful story, but not enough to entice the consumer to take out a policy time and again.
The corporate story can lend itself perfectly to showing the current generation of employees and customers that your DNA is fine, but it is not enough to extract stories that resonate. Stories that are and remain relevant. Stories that you cannot stop talking about. With good content formats, you do shoot with focus. Lensink indicates that everyone wants to tell a good story, but that almost no one can really do it. Content formats offer a foothold to tell stories that are sustainable and relevant for the longer term.