Marketing Canvas

Marketing Canvas - Content & Stories

In a nutshell

Content is the new currency and stories are the art of delivering it. Storytelling has become a crucial component of the most successful marketing campaigns and a key component of inbound marketing (Hubspot). Nowadays, in the attention economy, stories and content are key for creating compelling and engaging strategies for Brand.

Introduction

CONTENT STORIES is a dimension in the Marketing Canvas. It is part of the conversation category with LISTENING, MEDIA and INFLUENCERS. When assessing and building your Marketing Strategy, it is a key component as it helps your brand to inspire your customers with relevant and memorable information on you, your products and how it helps people.

Content

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Stories

Good stories are (from Hubspot) …

  • … entertaining. Good stories keep the reader engaged and interested in what’s coming next.

  • … educational. Good stories spark curiosity and add to the reader’s knowledge bank.

  • … universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.

  • … organised. Good stories follow a succinct organisation that helps convey the core message and helps readers absorb it.

  • … memorable. Whether through inspiration, scandal, or huumor, good stories stick in the reader’s mind.

Resources




Le Marché dans le Marketing Canvas

Le Marché dans le Marketing Canvas

Dans l’enthousiasme de travailler sur sa stratégie marketing, on se précipite souvent et oublie l’importance de ce que je considère comme la première étape: la compréhension du marché dans lequel nous allons opérer (startup) ou nous opérons déjà (entreprise existante). Il y a 3 questions importantes à se poser lorsqu’on analyse le marché. C’est questions sont: …