Navigating Content Marketing and Customer Engagement at Storyly: A Conversation with Irem Isik

With over 12 years of experience across both B2C and B2B sectors, Irem's career journey has spanned renowned brands like 联合利华 's Lipton, and 雀巢 Nescafé, before she transitioned into the MarTech world. Today, she serves as the Head of Marketing at Storyly , a pioneering content experience platform.

I had the pleasure of sitting down with Irem Isik to dive deeper into her approach to content marketing, customer engagement, and innovation.

A Journey of Growth and Learning

Irem’s marketing career began in the fast-paced world of consumer goods, working with iconic brands like Wall’s, Lipton, and Nescafé. “I learned a lot about brand marketing, how to build long-lasting connections with consumers, and the importance of storytelling,” she shares. However, the transition into the MarTech space in 2017 marked a turning point in her career. Joining Storyly when it was just getting off the ground, she helped build the company from the ground up, eventually taking the reins as Head of Marketing.

Her expertise spans content marketing, growth strategies, and customer advocacy, all of which play a significant role in how Storyly communicates with its audience. “In marketing, it’s not just about promoting products, but about connecting with people on a deeper level,” she says. For Irem, marketing is about fostering authentic relationships that drive both brand loyalty and customer advocacy.

Storyly’s Vision: Building Interactive, Personalised and Actionable Content Experiences

Storyly has positioned itself as the pioneering content experience platform, helping brands create interactive, dynamic, and s content on their owned digital platforms (be it their website or mobile app) that drives customer action. Personalisation also sits at the core of Storyly - making sure brands meet their customers' unique expectations with personalised content where their intent is the highest - at their own digital platforms. "What makes Storyly stand out is how it brings the dynamic experiences we're all used to consuming naturally, to a brand's own website or mobile app, and it clicks, because it resonates so well with the customers," Irem explains.

With the rise of mobile-first and short-form content, Storyly has also tapped into the growing demand for vertical video and interactive media. And going one step further, they've even reflected this in their marketing strategy by introducing their very own, short-form content platform, called Snacks. “We’ve seen tremendous success with our ‘Snacks’ platform, which is essentially our own media channel that showcases bite-sized, TikTok-style videos,” says Irem.

Through Snacks, Storyly has not only demonstrated its product in action but also created a community of industry thought leaders and e-commerce professionals. “The content is designed to educate and inspire, while also building a real community of people who are passionate about the future of e-commerce,” Irem adds. It's a perfect example of Storyly "dogfooding" its own product by using it to tell stories in an engaging and interactive way.

The Power of Distribution: Reaching the Right Audience at the Right Time

Repurposing content is key for us. We can take evergreen content and recycle it, ensuring that it continues to provide value long after it was originally published.

One of the key challenges in modern marketing is ensuring that the content you create reaches the right audience in the most effective way. At Storyly, Irem and her team have developed a thoughtful distribution strategy that spans across multiple channels and touch points. "We have what we call 'mission distribution' — for every piece of content, we identify the right channels for distribution based on the type of content and its position in the customer journey,” she explains.

This strategic distribution process involves everything from social media and email newsletters to sales presentations and website pop-ups. For example, Storyly's "InspireMe" series is shared across multiple channels, ensuring maximum visibility. “Repurposing content is key for us,” says Irem. “We can take evergreen content and recycle it, ensuring that it continues to provide value long after it was originally published.”

A key part of Storyly's success is collaboration — not just within the marketing team, but across departments. “Our marketing and customer engagement teams are constantly in sync, sharing insights and ensuring that we are all on the same page when it comes to content distribution and messaging,” Irem shares. This alignment ensures that Storyly's content is consistent and impactful across all touchpoints.

Building Relationships Beyond the Screen: The Role of Events and Networking

In 2024, one of Storyly’s key marketing strategies was to focus on third-party events that allowed for direct 1:1 interactions with potential customers and partners. “Events like Savant and Shoptalk have been invaluable for building brand awareness and forging new partnerships,” Irem says. Looking ahead to 2025, Irem is excited about the potential of hosting smaller, more intimate gatherings with partners in key markets like the UK. "These smaller gatherings could be a fantastic way to build deeper, more meaningful relationships with partners and customers," she explains. “It’s about creating an environment where trust and credibility can flourish, which ultimately leads to shorter sales cycles and higher conversions.”

For Irem, these events are not just about promoting the brand but about positioning Storyly as a thought leader. “By establishing ourselves as a credible source of knowledge and innovation in the e-commerce space, we’re able to drive more engagement and foster long-term relationships.”

Measuring Success: The Metrics That Matter

When it comes to measuring the success of Storyly’s various content series, Irem and her team focus on metrics like impressions, reach, and engagement. But it’s not just about numbers; it’s also about the relationships that the content helps to build. “For us, success isn’t just about getting a lot of views or clicks. It’s about how our content helps customers achieve their goals,” says Irem.

The team also looks at how well their content resonates with partners and collaborators. “This year, we worked with over 20 new partners, and Snacks was often the conversation starter,” Irem reveals. “It’s a testament to the power of our content and the innovative way we’re delivering it."

A Personal Touch: Irem’s Journey as a Lifelong Learner and Leader

Outside of her professional life, Irem is deeply committed to personal growth. She’s a lifelong learner, always seeking new challenges and experiences, from experimenting with video content creation to tackling sports for the first time after the age of 30. “I love to challenge myself, whether it’s learning a new skill or navigating motherhood with my five-year-old daughter. It’s all about growth,” she says.

Her passion for learning and growth is evident in her work. "Marketing is an ever-changing field, and to stay ahead, you need to be constantly evolving. Curiosity is my driving force,” she shares. “The key to success in this industry is embracing change, staying curious, and continuously pushing yourself to be better.”

Embracing the Future of Content Marketing

Irem’s vision for the future of content marketing is clear: it’s about building deeper, more meaningful connections with audiences through innovative, personalised, and interactive content. Whether it’s through the power of short-form video, customer testimonials, or intimate events, Irem and Storyly are leading the way in shaping the future of content experiences.

Her journey is a testament to the power of curiosity, collaboration, and an unwavering commitment to growth. As the marketing landscape continues to evolve, Irem Isik and Storyly will undoubtedly remain at the forefront of content innovation.