China Content Marketing Training
1. THE CONTENT AUDIT
As they say, content is king. Content is the core of your story, auditing to ensure the quality is critical to the effectiveness of your storytelling. Here are 5 points which you should keep in mind when auditing your content:
- Tell your own story – A real, unique, interesting story is what impresses customers the most, authenticity/originality is the key.
- Create your characters – A simple, sharp, positive character can leave a deep impression in the mind of the customers.
- Attach values and vision – A story with high moral values or a great vision of the future is a powerful tool to attract customers’ attention and arouse positive feelings.
- Create your own style – A complete, clean, aligned style, in terms of arrangement and design, gives off a professional air and is easier to read and understand from the customers’ perspective.
- Encourage further actions – Your story can function as an invitation to customers to take action and build their relationship with you.
Combining all these above, we can see that a story, to a brand, is a powerful self-expression tool, a manifesto to the public and more importantly, a relationship builder with your clients. Once the content and style of the story are confirmed, you are already halfway to a content marketing success.
2. DEFINING THE AUDIENCE FOR YOUR CONTENT MARKETING PLAN
Planning is essential before any further marketing actions. Defining and targeting your audience is the first step in your storytelling campaign planning. In an ideal world, it would be great to include all your customers as the target audience of a marketing campaign. In reality, it’s not possible. Specialization and segmentation of customers ensures higher effectiveness of all resources spent. Close observation through market research and data collection, to understand customer preferences and thoughts is ultimately what marketers must do at the very first stage of the campaign.
3. MATCHING CONTENT WITH YOUR AUDIENCE
Now you have your story and target audience. The next step is to find the meeting point of the two. Customization of your content is required to match it to your audience as closely as possible. At the same time you should always remind yourself of the original purpose and the core messages you wish to deliver to the audience. A balance between the two is what brand promoters should endeavor to achieve.
4. CREATING YOUR EDITORIAL CALENDAR
Storytelling needs preparation. Brainstorming and story writing take time. In order to avoid being hindered by a lengthy creative process and promptly respond to the ever-changing story demands of customers, you must plan your preparation process in a structured and timely manner. Setting up an editorial calendar clearly stating all stages, deadlines and key messages is one of the most effective ways to achieve the goal. In this part we’ll give practical suggestions and advice on how to do this.
Other Sample Training Modules
Although this module is not focussed on creative writing, you will get a better idea about storytelling and how to express messages to audiences in more engaging ways.
The audience is different. In this module you’ll learn how to find the right angle and understand your audience sentiment, culture and motivations.
It helps to create word-of-mouth marketing. People like to talk about brands which have stronger and more interesting stories associated.
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