How storytelling can work for your business

Whether you dub it brand journalism or content marketing, tucking your promotional message into an engaging narrative makes it more palatable for consumers. Here are three examples.

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Real brand storytelling entails finding shared interests with your target audience—be they customers, influencers or the public at large—and telling stories about those common interests in an engaging, educational, entertaining or useful way.

What do such stories look like? Let’s look at three examples:

1. Autodesk’s Redshift

Autodesk makes software for design professionals—from architects and engineers to product designers and video game developers. It can pitch stories and earn mentions in news outlets and trade publications.

Beyond that, its own publication, Redshift, is widely read by the professionals that Autodesk hopes will buy its product.

The company employs a team of writers and editors to publish the engaging, insightful content they know their audience seeks. In doing so, Autodesk has built a reputation as a leader in each industry it serves. The company no longer relies on journalists to tell its story, because it has adopted a media role in the markets it serves.

2. Haba’s “Ask Mali”

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