To make these decisions, let the story be your guide. Once you outlined your story, you have to choose the right way to tell it. You can always come back to the story circles and add new topics. This way you will find brand narratives that address your audience’s needs and connect them to your brand. Start from the outside and make your way in – guiding your audience from easy, interesting lifestyle-topics straight to your brand and products. Once you collected your topics within the circles you can start tracing story outlines. Use a customer persona template from the first Spot On Class to help with that. You need to know the wishes, problems and needs of your audience to address them. The challenge will be the outer circle, the topics that resonate most with your audience (such as trending topics, lifestyle and news).

Start in the inner circle by defining your brand-related topics (such as products, values, employees, etc.) Work your way through the middle circle with topics revolving around products, usage, industry, and trends. In order to define your brand topics, you can use the “story circles” template from the workbook. It’s in these moments that you must spark their interest in you. People are not looking for your brand specifically, they will always find it in different contexts like a single post in your social media posts timeline or one of many emails. There you will find a template and a guide to download as a workbook.Ĭreating great content is not only a question of tools, it’s a question of knowing what you need to tell. To find the sweetspot of your brand, the core story which alligns your values with your mission and your audiences needs, please check my first Spot On Class “Find your story”.

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