Digital storytelling: strategies, key figures and artificial intelligence (AI)

Basics

• Digital communication and changes in reading and consumption habits.
• Thinking in customer journeys: digital communication as the key to marketing success.
• The central role of user experience.
• Possibilities of analyzing and evaluating communication successes.

Digital storytelling & content generation

• Digital versus classic storytelling in corporate communications.
• Storytelling as a driver for digital branding and performance marketing.
• Creative techniques and the influence of AI tools.
• The KPI toolbox: How digital communication becomes measurable - automated A/B tests and relevant KPIs.
• Use of AI for content assets with high outreach potential: from viral videos to automated info snippets.

Targeted distribution of content

• Outreach of digital stories: strategies, channels and target groups.
• Social media: Story instead of classic post - opportunities, limits and risks.
• The role of search engine optimization - basics for writing SEO-optimized content and texts.
• A/B testing and analyses to optimize reach.

Outro

• Create your own test scenarios.
• It's all in the mix: effective use of owned, paid, earned and shared media (website, mailing, Instagram, Facebook, LinkedIn, YouTube, TikTok, Pinterest).
• Best cases and discussion.
• Outlook: Google, Alexa, Siri and co.: How AI-based technologies are changing the future of communication.
• Summary of topics and outlook for future developments

Please bring examples from your work practice and your WLAN-enabled laptop to the training (especially text, image and video).