Mastering Storytelling: The Key Principles Behind Content Marketing

How do you do content marketing? What makes native advertising succeed? You need to know that consumers dislike traditional advertising, and storytelling makes ads more eye-catching.

Four Core Principles of Content Marketing

Whenever marketers carry out content marketing, they should first review four aspects. First, the content must bring value to consumers. Second, it must have its own distinct personality, just like at a party: how do you stand out and gain attention? Third, it must move people, because only content that touches consumers will be shared. Fourth, it must be locally relevant, so that the content blends into local life and customs.

Three Key Elements of Success

Because it is hidden within the content environment, native advertising is a powerful way to deliver content. A good native ad needs three key elements. First, it should move people, rather than simply pushing promotional offers. Second, it should use language that consumers understand. Third, it should cite credible sources.

From the moment consumers see the copy to actually taking action, there are three steps. The first step is to spark interest with the headline, so that consumers are happy to click. Next, deepen their interest and build on the idea that emerged in the first step. Finally, bring users to the website and give them a strong link that enables them to take action.

Three Types of Visual Connection That Make Native Ads More Eye-Catching

As for the visual materials in native advertising, the images chosen must have some kind of "connection" with the user in order to leave a deep impression. He outlined three ways of connecting. The first is an emotional connection. The second is a connection with the product: rather than showing many products on screen, focusing on a single product works better. In addition, research shows that adding a brand logo to the image makes consumers trust the ad more. The third is a connection with the copy, that is, integrating image and text. The copy needs to be simple and easy to understand, and make it clear to consumers what action to take next.

Four Winning Rules for Video Marketing

A good video marketing piece has four key points. The first is length: 15 seconds is the most suitable, leaving an impression on consumers without being overly long. However, if the advertiser's goal is to achieve click-through rate, 10 seconds is more suitable. Second, do not add copy to the video, as it distracts users and reduces the viewing experience by 10%. Third, adding subtitles raises consumers' recall of the ad by 60%, and consumers are also more likely to turn on the sound for videos with subtitles. Fourth, always include an end screen with the key message on it; doing so raises consumers' recall by 30%.

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