So you’ve defined your brand, created a solid branding and marketing strategy, developed a website with user-friendly, lighting-fast features and cutting-edge techniques, and established your web marketing channels. What’s next?

Now it’s time to narrate your story.

Writing meaningful stories is at the very core of successful communication between brands and people. There are basically two types of content: one that is interesting to read and share, and one that is not. It doesn’t really matter how much money your company has spent to produce its content or what technologies were used to do so. The reality is that people prefer interesting stories and avoid reading anything that doesn’t spark their curiosity.

As important as it is to gather and continuously analyze the insights data, it shouldn’t be the main criterion when selecting the right content for your brand. The important question to ask yourself when creating any content is the following: Is this written and geared toward a search engine, social platform or the actual people who use these tools to connect to your brand?

Clearly, our marketing efforts should target your customers, prospects, employees, suppliers and fans – in other words, real people. What’s more, we have to break through the Internet clutter that these people are bombarded with on a daily basis. The only way to do this is to create authentic and relevant content that is supported by consistent visual elements: photos, illustrations and videos.