After storytelling, De Standaard focuses on marketing its stories to digital readers

Emmanuel Naert, brand manager at Belgium’s De Standaard, says that after converting readers into paying digital subscribers, our job is to find ways to continue to activate those readers. For a three-month series De Standaard did, that meant rebundling the content into an e-book format and promoting it through another channel. Naert says: “Don’t use the same type of content to promote or activate your brand. Try to vary and appeal to different groups of people.”