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Technology as a New Storyteller:
How to Leverage It in Your Content Marketing Campaign

JUNE 2017

Storytelling is an essential factor within any successful content marketing campaign. Keeping audiences engaged, excited and educated is an art form mastered by legendary storytellers throughout the history of literature. By leveraging technology and the beauty of the digital age, you can elevate your content marketing campaign and expand your reach much farther than you ever imagined.

Track Content Performance to Assess Audience Reaction

All great storytellers read and feed off of the reaction of their audiences. Based on what they notice from their audience, they can tweak and transform the storytelling experience accordingly to increase engagement and participation. Leveraging technology through content marketing requires you to use the same approach.

Fortunately, there are many tools you can use to read and track the reaction and engagement of your audience – including Google Analytics. Focus on using tools that do more than measure traffic. You should target results based on specific page performance, audience demographics and other key performance indicators.

Trust in the Beauty of Cloud-Based Solutions

Skeptical consumers and Internet users are reluctant to use cloud-based solutions and services. If you truly want to leverage your content marketing campaign and increase your productivity, however, using a cloud-based solution is essentially the key for which you have been searching.

For instance, more and more people have joined the world of Dropbox for storing documents, media and other related files. Expanded Ramblings reports that over 1.2 billion files are saved to Dropbox daily. Whether you solely bear the burden of your content marketing campaign or trust in a team of content writers and editors, you can benefit from the secured storage and collaborative capabilities offered through Dropbox and other cloud-based solutions.

Analyze and Understand All Risks Involved

Before diving into the integration of involvement of any technology, you must pay close attention to all of the risks involved. With the increasing prevalence and popularity of online cloud solutions and overall Internet usage, the risks of identity theft, data breaches and other cybercrimes has drastically skyrocketed in recent years. Therefore, the need to tread cautiously within the waters of technology is of the utmost importance.

The last thing you want to do is to leave yourself and your brand vulnerable and exposed to cybercriminals just by signing up or linking to an insecure website or online solution. Take the time to research ratings, reviews and other related articles and testimonials before making any contractual commitments or purchases.

Avoid Placing Eggs in Too Many Baskets

An old saying advises us to “never put all of your eggs in one basket.” Following the same line of reasoning, you should never place your eggs in too many different baskets either. This is especially the case when trying to leverage technology with your content marketing strategies.  As mentioned above, there are quite a few online tools and options you can use to create, track and analyze your content.

However, you don’t need to invest your time and money in a vast collection of tools right away – especially if your overall experience in using them is limited. Target specific areas of your content marketing campaign that you want to develop or improve. Select a tool designed to address those specific areas and hone in on that exclusively. Once you have reached a level of mastery over the tool, you will be able to clearly see whether or not it is beneficial or detrimental to the success of your overall campaign.

Do Not Forget about the Story

Any author or successful storyteller would agree that it is very easy to become distracted while writing a great story. For instance, such literary elements as excessive character development and additional sub-plots can easily wreak havoc on a great story if not properly managed and moderated.  While leveraging technology as a tool for content marketing help, do not allow too many distractions to get in the way of relaying the primary message of your content to your audience.

Want to learn more how to become a better storyteller with your content? Our newest eBook has the answers. Learn how to become a content superhero with just a few smart tricks from this imaginative collection of content marketing tips. Order one content piece today and get the eBook for free.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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