Viewing entries tagged
content marketing techniques

Comment

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 History.com 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?

dmnews.com

dmnews.com

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

gocamp.pro

gocamp.pro

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

thestorytelleragency.com

thestorytelleragency.com

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.

 

Comment

Comment

The Friday Fix - April 22, 2016

Happy, happy, joy, joy, it’s time for the Friday Fix! Today’s collection of this week’s posts include tips for shooting video on your smartphone, using video to tell your brand’s story, how to tell a story that’s more vivid than verbose, and whether or not humans are good or evil (finally!). We also dig into some other interesting stuff, which is why we love that it’s not only Friday but that it’s also Friday Fix time!

Content Marketing Storytelling Techniques: What’s the Line Between Vivid and Verbose?

Jacqui Frasca focuses much of this interesting piece on differentiating between showing and telling, which is easier said than done for some writers; however, the payoff in showing versus telling is usually something more emotionally memorable and engaging for the audience. Of course, not all words are created equally, so even if you know how to show, you may not be as effective as you thought. After all, as Jacqui notes, not all words are created equally. She references Hemingway’s six-word story to drive this point home; you must make choices and emphasize details that strengthen the story versus burden it.

What’s Your Brand’s Story, Anyway?

marketingland.com

marketingland.com

I love the line, “What’s your story?” because it’s like a speakeasy pick-up line.  Like, I’d like to think in the un-shown scene of Casablanca where Rick originally met Ilsa, he looked at her with those heavy-lidded peepers of his and said, “What’s your story, kid?” And then Ilsa would whip out her iPhone and show him a great video that told the story of her brand. In this article, Erika Trautman talks about brand story and how interactive video storytelling is the best way to tell that story.

Why Real-Time Storytelling Starts with Real-Time Listening

In case you read this headline and wondered what “real-time” storytelling is, worry not…Keith Richey sets the record straight by first explaining what it isn’t.  Real-time storytelling requires brands to seek inspiration from what’s relevant to the audience and then structuring the narrative around that. Think Charles Dickens’ writings based on social issues pertinent to the Industrial Revolution, and you’re getting the idea. Now, all you have to do is crank it up a notch. See Keith’s piece on how to get your stories out the past and into the present.

Virtual Reality Lures Media Companies to a New Frontier

So, in recent weeks we’ve dug into virtual reality and its looming presence / prevalence. In this article, Katie Benner and Emily Steel explore how media companies are embracing the immersive technology that is VR. Specifically, they dig into HBO’s Otoy (online toy) that allows folks to capture VR video and distribute it to viewers. They also look at other ways companies are looking at VR for thinking outside of the proverbial box.

Is Facebook Lite Starting a New Social Media Marketing Trend?

skyword.com

skyword.com

For those who don’t know, Facebook Lite is a trimmer version of the popular social media platform that runs faster and better and all of that yaddi-yaddi because of less ad content (thanks for the run-down, John Montesi). Though not available in the U.S., the lite platform already has 100 million users. While it’s not necessary to start creating minimalist ad campaigns yet, John explores the lite phenomenon as well as broader implications to be mindful of.

4 Rules for Crafting a Job-Winning Freelance Writing Bio (According to a Skyword Community Manager)

So, Molly Berry’s article really does have a lot of valuable nuggets on what freelance writers should be doing to get buy-in to their brand (i.e., themselves). From the “about me” section of a writer’s personal and professional blog and website to figuring out how to standout to keeping it real, the tips run the gamut of what any freelancer on top of his or her game should do to get noticed. So, while you may not be trying to pursue a career as a freelance writer, guess what, all of the things a freelancer should do to get noticed and hired are kind of the same things your brand needs to do to engage an audience; there’s no one who won’t benefit from Molly’s article.

Are We Fundamentally Good or Evil? Neuroscience Has an Answer

skyword.com

skyword.com

So, I’d like to believe that we’re fundamentally good because how much would the alternative put a damper on your day (I mean, wouldn’t that just slay your caffeine buzz and not in a good way?). Thankfully, it turns out that we’re generally altruistic (phew). What does that mean for content marking? It means that we have to be able to tap into people’s sense of empathy, which like most things is easier said than done. Read Nicola Brown’s article for full details and for insight on how to get folks to empathize.

The 10X Email

If you, like pundit Lacy Boggs, has had negative experience with the whole marketing through e-mail business, then this article will make you think twice about your e-mail’s potential. After many failed experiences, Lucy regrouped and found success in an e-mail that implemented storytelling, contrarianism, “open loops” and curiosity, and authentic scarcity. In this article, Lacy explains the strategy as well as how she crafted that first e-mail that the audience read word-for-word and that worked.

Writing Copy that Results in Website Conversions

So, if you don’t take it from us, take it from Matt Brennan that website conversions are necessary for your business’ digital health, and take it from Matt (and us) that overly-salesy spam-esque content isn’t going to do the job; only stories with emotional appeals are going to take the cake (or gain those conversions, but still, have cake). In addition to telling compelling stories and using emotional appeal, Matt details some other tips for gaining those oh-so-glorious website conversions.

3 Creative Barriers that Derail Decision-Making

Taylor Mallory Holland strikes a chord with any creative mind and / or storyteller with this piece as she discusses three creative barriers that detail decision-making.  In analyzing the juxtaposition between procrastination and productivity, she not only gives us three (accurate) characters that dwell in the bodies of all “master procrastinators”, she also explains that sometimes procrastination has a (good) place, which is that while we’re say, going for a jog, taking our kids to the park, and spending $5 on a blended coffee drink we could’ve made at home, we’re also being intellectually productive in our thoughts and observations (which is good…does this mean I can write the coffee off as a business expense?). She also analyzes perfectionism versus progress, and collaboration versus accountability.

7 Tips for Shooting Video on Your Smartphone

thestorytelleragency.com

thestorytelleragency.com

This may be my favorite post by Kathryn Jones ever because her guidance for shooting better video on your smartphone is easy to understand and to apply. Not only that, it’s applicable to shooting content video as well as to shooting video of your kids (or pets).  Kathryn’s tips include gems like always shooting horizontally, know how to recognize and to create good lighting, and avoid digital zoom when possible among other things.


amy.jpg

Amy Delcambre is a freelance content and travel writer from Mobile, Alabama with a Master's in Creative Writing. When she's not painting the page with nouns, verbs, and adverbs, she's slaying grammar beasts as a freelance editor and saving the world one sentence fragment at a time teaching university writing classes. In her free time, Amy enjoys cooking, traveling, and testing which plant species best survive prolonged neglect. 

Connect with Amy:  LinkedIn

Comment