A brief overview of my research paper for Social Media Metrics.

1. B Y K A R L E E C UR R I N
STORYTELLING AS A TOOL OF
ENGAGEMENT IN CONTENT
MARKETING

2. WHY STORYTELLING & CONTENT MARKETING?
• Brands that create emotional connection convert
consumers into brand ambassadors
• Consumers crave narrative & story-driven content
• People relate to each other in terms of stories
• Products & brands play both central and peripheral roles in
their stories

3. RESEARCH QUESTIONS
• RQ 1: How does storytelling in content marketing
increase engagement among ConAgra
Foods/Kraft Foods’ Twitter followers?
• RQ 2: What specific elements of storytelling in
content marketing garner the most engagement?
• RQ 3: How do ConAgra and Kraft consumers react
to storytelling in content marketing?

4. RESULTS
Followers: 138,000 Followers: 16,200

5. RESULTS

6. EXAMPLE OF STORYTELLING IN
CONTENT MARKETING
Infographics
• Present visually appealing facts and
data to tell a story
• Ultimate goal is for consumers to buy
product
• Present information in a way that is
beneficial to customer, not blatant
advertising

7. RESULTS
• Both ConAgra and Kraft’s Twitter accounts primarily
dedicated to customer service
• Their brands utilize Twitter more as a tool of engagement

8. ULTIMATE GOAL ACHIEVED
• Customer became brand ambassador
for ConAgra products