{"id":60836,"date":"2017-06-27T09:00:00","date_gmt":"2017-06-27T07:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/2017\/06\/storytelling-in-content-marketing-bringing-character-to-topics-with-mentor-roles\/"},"modified":"2024-01-30T12:42:40","modified_gmt":"2024-01-30T11:42:40","slug":"storytelling-in-content-marketing","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2017\/06\/storytelling-in-content-marketing\/","title":{"rendered":"Storytelling in Content Marketing: Bringing Character to Topics with Mentor Roles"},"content":{"rendered":"\n

Gandalf from Lord of the Rings, Mr. Miyagi from Karate Kid, Yoda from Star Wars, Professor X from X-Men, Doc Brown from Back to the Future, Morpheus from The Matrix but also Mary Poppins, the dragon Mushu from Mulan or John Keating from Dead Poets’ Society – some of them couldn’t be more different and yet they have one thing in common: they are mentors. The same applies to companies. Of course, they are also the heroes of their own story. For a convincing storytelling campaign and successful content marketing, however, they take on the role of mentors and support their customers, the real heroes, in their values and growth needs. The stronger and more focused your own mentor type is defined, the more credible and reliable your choice of topic will be. Because: Apple is not Steuerb\u00fcro Schmidt and Greenpeace is not Jochen Schweizer. The following three examples show how companies can use mentor roles to give their content mix character:<\/p>\n\n\n\n

A healing, rebellious and magical protector of the earth: unicorn.<\/strong><\/h4>\n\n\n\n

\"einhorn'sIf you look at condom manufacturers – and more recently also energy providers – and the overall super startup einhorn. the company combines several types of mentors: As healers<\/em>, the team supports its customers in improving the world and satisfying their need for growth and wholeness. At the same time, as a defender<\/em>, it is consciously aimed at consumers who want to stand up for workers and the environment in their need for justice. As a magician<\/em> and rebel<\/em>, the company surprises its buyers with creative ways to turn the long-established condom industry upside down, offering them playfulness and uniqueness.<\/p>\n\n\n\n

To summarize, the combination of the company’s mentor types could indeed be described as a unicorn<\/em>. And this role runs through the entire communication of the label. This starts with the two neologisms “Fairstainability”, in relation to healers and defenders, and “Unicornique”, in relation to mages and rebels. These two neologisms are part of the company’s self-defined core values. The communication topics (for example in the blog, but also on all social channels) always play on the defined role. It is often about serious matters, such as environmental protection and improving working conditions (healers, defenders), but also about fun topics. A unique and playful visual language (magician, rebel) is also a must.<\/p>\n\n\n\n

The classic muse: Thalia<\/strong><\/h4>\n\n\n\n
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A post shared by Thalia bookstores (@thalia_buchhandlungen)<\/a><\/p><\/div><\/blockquote>