5 Principles of Effective 360 Storytelling

360 Storytelling

If a tree falls in a forest and no one is there to hear it, does it make a sound?

If an incredible video is posted on YouTube amidst the 720,000 hours of video content uploaded every day, what is the likelihood your target audience will see it?

That depends entirely on your ability to effectively leverage integrated media, channel, and data analytics behind a full 360-degree storytelling strategy.

Today there is greater potential than ever before to build smart, hyper-targeted content strategies that best position you to get your story in front of your customers and key stakeholders regardless of the noise and clutter. And you can achieve that through the 5 principles of effective 360 integrated storytelling and content management.

  1. Plan your search engine footprint.

Proactively plan and control what your target audience sees about you on page one of the search engines. Think about how you search just about any kind of product, service, business, trend, event, etc. A few simple rules apply. You won’t read the same article twice. You are more likely to change search terms rather than go past page one. You will check out owned content, but you want to see credible third-party content as well.

Design your content strategy to enable your audience to control their own discovery journey. Diversity in storylines and content allows me to learn about you on my terms. I am essentially piecing together a puzzle about you in my mind based on my relationship with you and how I can benefit from you.

  1. Story and stakeholder alignment.

Content and storylines need to align with strategic business objectives and stakeholder wants/needs/value. That could mean planning your search engine footprint to help me learn and understand about your central product or service, new trends you want your company or brand to be associated with, sense of purpose and social performance, environmental and sustainability principles, financial performance, strategic partnerships and what distinguishes your employer brand. Or in most cases, all of the above. All contribute to how I form my opinion of you and the purpose and value you bring to me, my life, my business.

  1. Diversity in content.

Content is only king if it’s worthy of grabbing my attention in the snap of a finger (or scroll of a thumb). Video and animation that is easy to consume and surprises me. Interesting, impactful data visualization that is far more powerful than a by-the-numbers infographic. And just because we aren’t reading physical newspapers and magazines today doesn’t mean that news coverage isn’t just as important to your content mix today than ever. In fact, strong tier one news coverage in online publications with powerful search performance can have a significant lasting effect on a company’s search engine footprint.

  1. Owned and borrowed social channels.

A “one and done” posting strategy is likely to bury your content deep within overcrowded feeds. The goal is to improve the odds by connecting the dots between you and your target audience through a wide range of social channels. That could include tapping the channels, strategic partners and interests that are close to and aligned with your business, product, or service. Certainly, influencers fit within this group, as potentially do employees. How and where you extend the reach of your content depends on the story and audience.

  1. Power of data analytics.

This is the last mile. It’s where digital marketing and communications strategy come together with data analytics to give your content and storytelling true staying power. The beauty of a smart, hyper-targeted paid content promotion and optimization strategy is that companies don’t need to spend millions on a Super Bowl ad to get seen. In fact, in today’s world a few thousand dirhams can go a long way getting in greatly improving the chances your video will be viewed, your feature article read and your social channels followed. It’s all about leveraging data to be close to your audiences to enable understanding their search, social and online habits.

Whether we are talking consumer brands, B2B marketing, or government entities, while the target stakeholders and the overall content marketing approach will vary, these common principles apply.

Yes, it’s crowded. Yes, it’s noisy. And yes, getting eyeballs on your content is highly competitive.

But given the abundance of available channels and the ability to integrate targeted stakeholder data analytics into content, media, and social strategy, marketers can do more today than ever before to get interesting content in front of the people who truly matter, regardless of whether or not they are in the forest to hear that tree fall.

5 ways to improve your social media strategy

social media company in dubai

Social media is an essential tool for all businesses, particularly in the UAE where social media users spend up to 3 hours per day scrolling on social feeds. It provides unlimited opportunity for brand awareness, social commerce, lead generation and direct customer relationship building. How can organisations ensure they’re using social media effectively to achieve their goals? Here are 5 simple things to consider when developing a social media strategy.


Who is your customer? Develop a series of customer personas in order to deep dive into the way they think, behave, their preferences and the way they consume content. This will prove really valuable when it comes to planning content and making strategic decisions.


It’s easy to fall into the trap of sharing the same format and type of content week after week – if it’s not broken, why fix it? Well, data shows us that in 2021 social media users value diversity. Stale content results in engagement decline and harms your position in social platform algorithms. Keep your audience engaged by trying a variety of content formats such as video, images, carousels and play around with platform features such as stories, Instagram reels and guides.


While your content should be diverse, it’s vital that your posting frequency is consistent. Through platform insights, figure out how much time your audience spends on a given platform. From here, decide how often you think you should post and stick to it. If you start to notice a dip in engagement, it’s a good idea to analyse the volume of content you’re posting. Remember, quality over quantity!


Paid social media advertising is the strongest tool in your arsenal. If utilised effectively, it provides an enormous return on investment and helps you to achieve specific business goals such as website traffic, lead generation or app downloads. Organic content is great for reaching those who are already followers, but paid content is the only way to reach potential new customers efficiently.


Fail to prepare, prepare to fail. Developing your social media strategy and planning content in advance helps you to prepare more effectively and take into account key dates, consumer behaviour at certain times and upcoming business objectives. This ensures you never miss an opportunity to deliver a key message at the right time.