Still not convinced about Content Marketing? Or do you need to convince someone else? Let’s try an old story. Let me tell you about Hansel and Gretel and all the hungry witches. Are you sitting comfortably? Then we’ll begin. Once upon a time…

1. Pontus Staunstrup
A Content
Marketing
Fairy Tale

2. pontus staunstrup
Still not convinced about Content Marketing? Or do you
need to convince someone else?
Let’s try an old story. Let me tell you about Hansel and
Gretel and the scary witches. Are you sitting comfortably?
Then we’ll begin.
Once upon a time….

3. pontus staunstrup
… there was a brother and a sister called Hansel
and Gretel. They lived in a small village near a
large, dark forest.
Now, Hansel and Gretel were very poor. But life
would still have been good if not for all the witches
who lived in the forest. They were constantly trying
to snatch children from the village.

4. pontus staunstrup
The villagers had tried everything to make the
witches stop. They put up big signs, they ran ads on
the radio and television, and even used banners on
local websites (and you know how desperate that is).
But one day Hansel and Gretel came up with an idea.
No one had ever tried to find out why the witches
were snatching children. All the efforts had gone
into getting them to stop.

5. pontus staunstrup
So Hansel and Gretel did some research. They read
everything they could find on witches, and visited
their special scary forums. They even hung out on
the biggest social network for witches - Witcher.
What they found out was astonishing. Witches
needed children for a very simple reason – to
survive. But what they didn't know was that the
thing they needed - a special substance called
innocentia - could be found in ordinary almonds.

6. pontus staunstrup
Hansel and Gretel decided to try something new. Instead of ads,
banners and signs they created content that was really useful to
witches, that helped them solve everyday problems (witches have a lot
of those). And in every piece of content they also mentioned that
almonds contained innocentia.
They started out with small nuggets of content, filled with useful tips
and tricks, and easy for a stressed modern witch to engage with. Short
articles, infographics and film clips.

7. pontus staunstrup
Hansel and Gretel put a lot of effort into
distribution. They made sure their content was
shared on Witcher, available in the scary forums,
and they even did a direct mail campaign – not all
witches are into digital.
They added more in-depth content - case studies,
white papers, webinars – with even more useful
information. And of course, a lot of it was about
how easy it would be to switch from snacking on
kids to just eating a handful of almonds.

8. pontus staunstrup
Hansel and Gretel worked away with their content,
tweaking, sharing and trying out new ways to reach
the witches. And little by little their work paid off.
The talk on Witcher and in the forums was all about
almonds, and how great it would be not having to
trick kids with candy. In particular they liked the
idea of all the money they could save on not having
to build entire houses made out of gingerbread.

9. pontus staunstrup
Slowly the attacks on kids came to an end. There
were still some die-hard, old fashioned witches that
refused to change, but most of the witches had
changed to almonds.
The kids in the village even started to play outside
again. Hansel and Gretel were praised by the
village elders for the astonishing ROI they had
achieved. This meant that the village wouldn’t have
to pay for all those TV and radio ads anymore.

10. pontus staunstrup
Hansel and Gretel lived happily ever after. In fact
they became very, very rich. They started an
e-commerce site targeting witches, with a great
selection of almonds, black cats and pointy hats.
THE END

11. pontus staunstrup
I hope you liked this story. But even more I
hope it helped you explain the benefits of
content marketing to someone –to yourself,
to your colleagues or to your manager.
And if you want to find out more, visit
staunstrup.se/en
Good luck with your content marketing!

12. Questions, comments?
Ask away! Or drop me a line if you need some help.
@PStaunstrup
https://www.linkedin.com/
in/pontusstaunstrup
www.staunstrup.se
pontus staunstrup
pontus@staunstrup.se