When you have a ready story, it is time to use it in communication with your customers. With the stories, you can create appealing and compelling content for marketing your product or service. In her videos, Anna-Maija Tapojärvi opens up about what content marketing is and why it is important for businesses. Also, she guides you through 6 steps of developing a content strategy. By putting yourself in customers’ shoes, you can better understand their needs to improve your marketing. In the video under Customer insight topic, Päivi Hanni-Vaara explains why empathy is an important element in digital marketing. From the Emotional Instagram story created by Lapland UAS’s students, you can find inspiration for digital marketing content.