SOME ASPECTS OF STORYTELLING AS A PART OF CONTENT MARKETING

Dinka Zlateva ()
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Dinka Zlateva: South-West University "Neofit Rilski", Blagoevgrad, Faculty of Economics

Economics and Management, 2020, vol. 17, issue 2, 117-123

Abstract: Storytelling is gaining in popularity in digital marketing. This study aims to present the benefits of this marketing tool and why it is increasingly preferred by companies in brand positioning. Increasing consumer engagement makes consumers feel more connected to the brand and predisposes to long-term and successful relationships between the company and the target audience. Adding value through the user experience and creating trust in the company are the basis of the company's efforts and creates conditions for full communication with the audience, which is essential for adapting the company to customer expectations.

Keywords: digital marketing; content marketing; storytelling; online marketing strategy (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
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