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Pokemon Go


The Friday Fix - July 29, 2016

Well, isn’t this fabulous? It’s Friday and time for the Friday Fix, our weekly curating of the week in content marketing, storytelling, and all other related glory. This week, we get emotional. No, we don’t cry, but we as well as other respected pundits do dish on why it’s important for your content marketing to have emotional appeal.  We also focus on storytelling strategies, why bandwagon marketing isn’t the way to go, subject-matter ethics, and a few other things. Take it from us…it’s a great week to get your Fix on, so get caffeinated and get Fixed.

For Content Marketing, Use History

If your goal is to attract, engage, and retain customers, then listen to experienced pundit Armando Roggio. Stories, says Armando, will enable you to do just that (we agree, Armando).  After detailing the way stories accomplish the above-listed goals, Armando explains that one of his most recent post series, “5 Content Marketing Ideas for August 2016” (which we curated in last week’s Fix), he suggested looking at history for storytelling inspiration. For example, check out a “this day in history” service (or other website like or others) to get ideas from the past to present on your own blog or podcast.

Mark Ritson: The Real Lesson of Pokémon Go is that Today’s Marketers Will Jump on Any Bandwagon

In this engaging piece, Mark Ritson zeroes in on the latest cultural crack, which is apparently more addictive than actual crack, Pokémon Go. Of course, unlike crack, everyone’s doing it (or so it seems), which is why, as Mark points out, many have abandoned their advertising strategy to try to get on the Pokémon Go bandwagon. Mark says that in Germany, Mercedes-Benz dealers have issued a manual on how to use Pokémon Go to drive traffic. The absurdity, Mark notes, is that unemployed, prepubescent Pokémon Go players are the least likely to be new Benz clientele, which just goes to show the folly of following a fad.

Marketing Female Empowerment is Lucrative—But Is It Ethical?

Speaking of bandwagons, always savvy pundit Taylor Mallory Holland takes on the apparent (successful) trend of structuring campaigns around the concept of female empowerment. Certainly, there are undeniable merits (such as a younger generation of girls seeing women portrayed in an empowered light); however, some campaigns have received criticism due to the ultimate goal being to sell products. It’s complicated, but Taylor Mallory Holland sums it up nicely answering the question of whether or not it is ethical with a question of her own, the answer to which reveals whether or not using women as the platform for your content marketing campaign is ethical or not.

Dos and Don’ts in the Era of Mobile Storytelling

More and more media is being consumed on mobile devices; however, as you surely know, mobile devices have certain limitations that can seriously hinder how your content story is consumed by your audience, which if there are enough complications, this basically means your content might not be consumed at all. In this piece, Rakhee Jogia provides important advice on how to ensure your content is successfully integrated such as: be attentive to native formats, don’t disregard device restrictions, and invest in speed.

5 Tips to Use Storytelling to Engage Your Audience

We totally agree with Karen Repoli in that emotional marketing is, as she says, “an essential tool in your marketing toolbox.”  She backs this up with this handy statistic from the London School of Business, which is that 65-70% of folks share information via story compared to 5-10% of people who share information through statistics. So, what’s the message? The point is stories are where it’s at; stories deliver emotional content. Of course, not everyone has a knack for storytelling, which is why Karen shares her top five tips for storytelling such as be relatable and stay focused.

Podcasting – Radio’s Clever Offspring Works

Well, at least someone’s offspring works, right? Kidding. In addition to an article title one can have fun with, Andy Milne’s assertion that podcasting is a great content marketing tool is spot on. Why is podcasting so great? As Andy points out, it’s an excellent vehicle for storytelling.

For Original Content, Get Lost

Throughout this piece, Danielle Joyce uses the analogy to “get lost in the German forest” for becoming wanderers in a sense in order to invoke a sense of curiosity in audiences. While this analogy is fantastic, one must also make sure to not amble into the German forest where one runs afoul of an enraged lumberjack or similar Grimm’s-type character. Thankfully, Danielle’s article provides some useful insight as to how to get lost but with curiosity-evoking focus.

Confessions of a Content Marketer: Admitting Where We Sit on the Content Marketing Continuum

If you deal in content marketing, then you’ve probably heard or experienced at least one of Patricia Travaline’s woes. In this piece, Patricia starts with a story about a client who was enthralled with Patricia’s company until…the client abashedly revealed that her company wouldn’t allow tracking tags on their website making it nearly impossible to prove ROI for the program, which meant the program might be cut. Per Patricia, this isn’t uncommon, which is why it’s important for brands to recognize where they sit on the content marketing continuum.

If You Want to Move from Content Marketing Strategy Novice to Expert, Let Go of Complexity

Content marketing…it can get very, very complex. There is a lot of strategy, planning, timing, raw honesty, measuring, and many other things involved in getting it right. In this piece, Ruben Sanchez tells a detailed story about the process and procedure, the essence of putting the audience first, and of merging art and science in content marketing with a central conclusion that emphasizes the merits of long-form content and of storytelling.

All about Those Leads: Crafting Content for Conversion

After a riff on a Meghan Trainor song (“I’m all about those leads, ‘bout those leads (no bounces)”) Ashley Taylor Anderson reveals that lead generation ranks in the top 60-68% of top marketing challenges for B2B marketers. What’s a B2B business to do? Here, Ashley gives five techniques for improving content conversion including: create standout content, personalize to your advantage, experiment with lead capture tactics, try different pathways for lead gen, and capture and analyze content performance metrics.

Human Emotion and Quality Marketing: Why You Can’t Have One Without the Other

Even though humans are both logical and emotional, they tend to connect and relate most powerfully via the emotions. Memories that have emotional contexts are most easily recalled, which is why if your content marketing strategy appeals to your audience’s emotions, they’re not only more inclined to remember the campaign but also you. In this post, the connection between human emotion and quality marketing is explored. The main point is whether you make your audience laugh or cry, what’s important is that you’ve made them feel.

Need help discovering your story or finding a way to put a little heart into the tale you want to tell?  Contact us at The Storyteller Agency and let us handle all of your content marketing needs.




The Friday Fix - July 22, 2016

Is it just us or does it always feel better to wake up on a Friday morning versus a Monday? It’s the last day before the weekend, and right now, the summer sun is still shining strong and those beach days are still extra long. Oh, and of course Friday around here is Friday Fix day; the Friday Fix is our weekly run-down of all things content marketing. This week, others and we focus on the importance of visuals and visual storytelling in content marketing, from why you need visuals to Instagram tips to public art. We also explore the state of virtual reality among other things. So, go ahead and grab an iced latte, kick back, and get Fixed. 

The Greatest Brand Story a Company Can Tell: An interview with Coldwell Banker’s Victoria Keichinger

When a brand’s blog views rise 60% in a year and when organic search views are up 44%, heads start to turn, and invariably, the question is asked, “How’d you do it? What’s your secret?” Thus Jon Simmons touched base with Coldwell Banker’s manager of brand engagement, Victoria Keichinger, to get insight on this powerful uptick. The recipe for success? Much involves having some guidelines for permissible content while other policies involve letting the real estate franchise’s bloggers write in their own voices and styles. This means a mix of long-form content, videos, listicles, and more, which really works for helping Coldwell Banker tell their story.

11 Top Hacks to Finding Fame on Instagram

So, we respectively realize that there’s no such thing as trickery that will take you to the top of people’s lists and that will keep you there…you still have to have an authentic story for that, but there are some tips and tricks that help folks find the good stuff sooner. In this piece, Larry Kim zeroes in on how to accelerate the process from cross-promoting your hashtag to adding descriptions to your Instagram posts (a la National Geographic) to having your own style to maintaining control over tagged photos and more.

10 Reasons Your Instagram Marketing Campaign Isn’t Working

Even if you’re employing the above-listed hacks, it’s not a guarantee that your Instagram strategy is going to blast into the stratosphere. Why? Because it’s just not that easy. Enter SEO and online marketing de-mystifier, Jayson DeMers who explains ten reasons most Instagram marketing campaigns fall flat. His reasons include poor timing, lousy photography, inconsistency, improper hashtagging, and more.

How Public Art Can Help Initiate Difficult but Important Societal Conversations

There are many strategies for visual storytelling; in this piece, Nicola Brown explores how The Brain Project in Toronto is being used to spread awareness in an effort to support brain health. The city-wide installation features 100 sculptures scattered in over 50 locations throughout the city such as malls, railway hubs, historical sites, office buildings and other public sites. The goal is to create a dialogue in a natural and creative way. The project uses the hashtag #NoBlankBrains; the results speak for themselves.

Virtual Reality to Change Marketing

Virtual reality has been garnering attention for about a year now, and while there were many predictions about when it would shake things up, there were equally as many that implied VR wasn’t ready; however, in this piece by Rich Ord, it is suggested that easy and affordable VR tools like Google Cardboard will enable viewers to consume YouTube content as VR content. The belief is that VR will take storytelling to its next level and will be a real power tool for marketers, which has been a consistent message in terms of the future of VR marketing.

How Virtual and Augmented Reality Transform the Brand Story

In case you’re still skeptical about the potential of virtual reality, let Dave Sutton convince you with two of the most popular words in the world: Pokémon Go. Unless you’ve been living in a tunnel for the past two weeks, you’re aware that Pokémon Go has literally transformed people into Pokémon-hunting zombies. While it’s unlikely every pending virtual or augmented reality phenomenon (or story) will have the same impact, it’s safe to say that the future is likely to be virtual. 

A CMO’s View: How Dollar Shave Club Built Its Brand on Video Marketing

Hopefully by now, everyone is familiar with Dollar Shave Club for their irreverent and comical approach to content marketing. Everyone might even know what their products are. In this piece, Amy Gesenhues interviews DSC’s first marketing employee, Adam Weber, who is now the brand’s CMO. Per Weber, the brand’s focus has consistently been finding stories to tell as well as the right distribution platforms. Video storytelling is the brand’s strategy along with using a “distinct tone and style.”

Video Marketing – Misunderstood and Under-Utilized by B2B Companies

Fun fact: did you know that watching videos is the most popular online activity? Who knew, right? Well, apparently B2B marketers don’t, or at the very least, they don’t see how video storytelling can work to their advantage, which his why Barb Mosher Zinck penned (or should we say clicked since she no doubt typed the piece?) this article on how video storytelling can yield results for B2B companies.

The Undiscovered Virtues of Data Storytelling

For those who don’t know, data storytelling involves using data as the foundation for narrative content. Most probably think that sounds painfully boring…incorporating data into story; however, as Nitin Srivastava and other pundits point out, data storytelling can be interesting, exciting, and memorable for the audience. By presenting the data in an interesting format and using it to set the stage for a simple yet powerful story, your data might just be the best weapon in your storytelling arsenal.

Unlocking Content Strategy to Drive Superior Customer Experience

This article is great for anyone getting started in content marketing or who’s still on the fence as to whether or not a content strategy can be effective. In this piece, Sandra McDowell reviews five steps to developing a strong content strategy along with tips for how best to execute each step. She advises that you: begin with your story, know who your audience is, plan content, organize people and process, and engage your leaders.

The Importance of Incorporating Visuals into Your Content Marketing Strategy

We all know that one has mere seconds (if that) to capture an audience’s attention and to keep it. You might have the best blog or brand story or social media content on the planet, but without visuals, you’re not casting a wide enough net to reel in the proverbial fish. Visuals are an essential part of your content marketing strategy. In addition to hooking your audience, they can tell their own stories, add depth to your written content, transform your social media presence, and help define your brand.

You want to tell your story, but sometimes it’s easier said than done. Contact us at The Storyteller Agency and let our team of dedicated professionals help you develop a content strategy that will make a difference for your business.