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Value Uniqueness Trustworthiness Authenticity Story Content AIDA Model The 3’E commu- nication Shareable image Figure 9: Brand story for content marketing The diagram above shows the facts that make good story in order to evolve into content marketing with the help from appropriate techniques. It is afresh taken from the three main books mentioned in the beginning of this chapter. First, story about the values of the com- pany will be easily mistaken and constructed by the customers themselves; therefore, telling the value of the brand, emphasizing what you believe in every now and then is im- portant. Second, uniqueness makes the company be different with other competitors, drags fol- lowers to the site and makes them click follow button, furthermore, engage with the brand. It is just simply the answer to the question: Why should they follow you on Instagram? Third, trustworthiness is built by presenting the brand together with social proof, for in- stance, testimonials, press mentions, influencers collaboration, and so on. On Instagram, mostly, it is the collaboration with other key influencers, basically individuals who are ac- tive online, interested in the same industry and owning a great amount of followers. Lastly, brand needs to remain the persistent idea that was presented at first; it is similar to playing the same role in a movie without significant change from the top to the bottom, from the very first moment appeared on screen to the very last word spoken. And that makes the brand authentic. (Diamond 2013, 191.) 15PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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