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what makes a successful marketing campaign


The Friday Fix - September 11, 2015

Greetings and welcome to the Friday Fix!  Are you like me and spent the entire week confused about what day it was because Monday was Labor Day holiday?  Oh…just me?  That’s okay.  Well, at least I figured out that it’s Friday, right? (How else would you get your Fix…I mean before happy hour? (wink)) This week, we have highlights from Content Marketing World 2015 (#CMWorld), insight on visual marketing, and some really great advice on visual storytelling.  All in all, it’s been a pretty darn good week.  So, kick back, relax, and Fix your Friday!

Content Marketing Field of Dreams

In case you missed out on Content Marketing World, pundits are already posting with some of the highlights.  In Jason Stewart’s article, he relates how the story behind Field of Dreams relates to content marketing (which is perfect considering Content Marketing World’s 2015 theme is Bright Lights, Big Content).  Drawing on the famous phrase, “If you build it, they will come”, Jason goes into further detail on that idea because as he says you have to do more than build it to make them come (but if you don’t build it, they’re definitely not coming).  (‘They’ in this case are audiences.)

Visual is a Critical Piece of Storytelling

In case the CMW 2015 theme wasn’t a big enough cue (Bright Lights, Big Content) or the volume of posts we’ve shared in the past few fixes on visuals didn’t convince you, then check out Jack Loechner’s read seal the deal; visuals tell stories and are of tremendous importance in any successful content marketing strategy these days.  Importantly, as Jack’s statistic-laden article points out, it’s not just any visual that takes the cake; it’s photography and video (especially video) that are going to increase and that need to be part of how you tell stories.

Video Marketing is King: Oops, I Meant Content!

Here’s a fun fact from Diane Primo’s article that gives me instant arthritis: “Video is worth 1.8 million words per minute of text.”  Holy clicking keyboards, Batman, that’s a lot of words; I can’t imagine jamming out 1.8 millions words let alone for the sake of covering the space of a minute.  Not only does video cover a lot more territory in less time, it also promotes engagement.  The power of its outreach and ability to relate stories are impossible to ignore.

The Importance of Visuals in Social Media; #SMBuzzChat Community Talks How to Create Perfect Narrative Content

Remember when you were in school and you had a really important question, but you kind of didn’t want to ask it because you were concerned it was a boneheaded question?  Well, I was one of those shy kids, and if no one else asked my question, I was up a creek because there was no Internet to speak of then.  Anyway, Adam Mitchell hones in on some important Q&A relative to visuals and other social content questions like: “Does a narrative matter within social content?”, and “Which social networks lend themselves best to brand storytelling?” 

For Social, Be Subtle: How Emotional Storytelling Inspires Customer Loyalty

I agree with Taylor Mallory Holland; the things I best remember and feel most connected to are the things that seem to “get me” or that I relate to.  Off the top of my head, I think of those Luvs diaper commercials where the mom compulsively sterilizes everything with first baby and then passes off second baby to a grease-covered mechanic.  It’s hilarious, and it’s so true.  It’s not the most heart-wrenching story out there, but it’s subtle and relatable.  It’s not about the diaper; it’s about the story.  The message of “we ‘get’ you” is only one of Taylor’s five subtle marketing messages highlighted in this article; check it out and learn how to make friends with emotional storytelling.

The Vans Life and Why Content Creation Deserves to be Cool

I feel this article ties in well with Taylor Mallory Holland.  In this case, Braden Becker tells the true story of how to tell a real story in content creation.  His three key tips?  Grow with the audience; forget the product; and write with knowledge. In other words, you’re not just writing about something the way you think a user would want to read about it (in this case, some snazzy Vans); you’re writing about it from the passionate POV of a user.  There’s a little more to it in Braden’s article, which is a definitely must-read for all storytellers.

The 5 Cs of Digital Marketing

Sorry, Cookie Monster, but none of the Cs in Vala Afshar’s article are for cookie; instead, the five 5 Cs of content marketing focus on convergence instead of consumption (or at least, it’s a different kind of consumption).  The 5 Cs are: consumer, context, content, commerce, and convergence.  The idea is that if you focus on these 5 Cs of digital marketing, success (regardless of industry will thus follow).  Vala explains the formula with details and with colorful diagrams, as well as how each C works together for your benefit and to keep you relevant.

Most People Think Native Ads are Real Articles – and They Later Feel Duped: Study

Log Brendan James’ piece under “the more you know” because this is important information.  So, native advertising is cheesing a lot of people off “despite the headlines” as Brendan points out.  Also, he says that native ads don’t even prove to be that effective.  I can understand.  It reminds me of when people on my Facebook page angrily share an article on my Facebook page about Obama using $10 billion in taxpayer dollars to take a luxury vacation on Mars (and then other people like it and chime in).  Everyone feels like a real a-hat when they realize it’s fake (in case the “luxury resort on Mars” part wasn’t a key tip off).  So, what’s to be done?  The thing is, I’ve polled my Millennial college students and like the majority of respondents to a poll in this article, they don’t trust sponsored media.  So, what to do?  Read this Brendan’s piece to see what he has to say.

5 Ways to Take Risks in Content Marketing

As important as planning is in content marketing, it’s equally important to take risks.  Risks are not only fun (who doesn’t love a little adrenaline rush), but their payoff can be stellar.  You won’t always take your content marketing on a meteoric journey to success with risks, but at least you tried; more importantly, you learned something (I hope).  So, take it from one of my favorite content marketing writers, Jayson DeMers, and see how he suggests to roll the dice and when to go all in.

15 Things to Know about Content Marketing World 2015 in Cleveland (photos)

Okay, so I didn’t know John Cleese was going to be at CMW 2015.  I’m immediately more jealous of whoever got to hear him speak; he’s not only British, he’s brilliant.  Anyway, I digress.  Janet H. Cho’s article brings you all of the stats and details and what-the-what from #CMWorld 2015.  As a bonus, you learn what Joe Pulizzi’s favorite color is (try to guess before you read the article!).

7 Tips on Executing a Successful Marketing Campaign

Like a Monday morning without coffee, the cold hard reality of pioneering a content marketing campaign is that it takes work, persistence, and effort.  After all, if it were easy, wouldn’t everyone be knocking their content marketing out of the park?  Think of this post of tips on executing a successful content marketing campaign as that cup of coffee that gets you going in the right direction.  Here, we highlight critical components of a content marketing campaign that’s going to go places.

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



7 Tips on Executing a Successful Marketing Campaign

What makes a successful marketing campaign? For starters, there is a lot of hard work involved in creating and executing a quality marketing campaign. Developing a marketing campaign isn’t just about promoting a particular product or service – you have to strategize far beyond simply what you are promoting and consider the other pieces to the campaign puzzle. Let’s talk about some tips on how to develop and execute a successful marketing campaign.

Identify the Value Component of What You Are Promoting

Regardless of what you are promoting, you need to clearly state the advantages and benefits to your customers/clients. What makes your product or service better than what your competitors are offering? Or if you are developing a campaign to promote an event or raise awareness on an important issue, why is this a campaign that your audience would want to participate in? Identify the value of your campaign and make sure that your audience is clear on its purpose.

Include a Clear Call to Action

A call to action compels your audience to take immediate action, which makes it a vital part of your marketing campaign. You need to tell your customers what you want them to do so that you encourage participation and get the most out of the campaign. A call to action can be as simple as saying, “Call us today to schedule a free consultation” or “sign up today for a free monthly newsletter.”

Identify Your Target Audience

This is one of the most important aspects of executing a successful marketing campaign. If you don’t know who your target audience is, then how can you know how to market to them? In order for a marketing campaign to be successful you have to reach the right people with your marketing efforts. Identifying your target audience takes some work doing market research and data collecting, but once you have that information your marketing strategy becomes that much easier.

Determine a Marketing Route for Your Campaign

Once you’ve learned all about your target audience the next step is determining the best way to reach them. Think about whether you want to rely more on traditional marketing or if you want to go the digital marketing route. This all depends on who your target audience is and how they are most easily reached. Maybe you even want to mix in a little bit of both, which can also make for a successful marketing campaign. In the world we live in today, it is never a bad idea to test the waters of the digital marketing world.

Create a Timeline and Plan Ahead

It is always advised to map out your campaign plan well in advance so that you can make room for tweaks and adjustments where they may be needed. Planning ahead also gives you the advantage of looking at the campaign as a whole from start to finish and set specific dates for milestone events. It is important to allow for flexibility and the need to adapt the campaign to evolving circumstances.

Monitor Your Campaign’s Success

In order to be able to adapt your campaign to evolving circumstances, you have to be able to measure the campaign’s performance from start to finish. The digital marketing route makes this very simple, allowing you to measure the amount of traffic to your website, the number of clicks on a given post as well as social media engagement. If you are new to these types of measurement tools, Google Analytics is a great place to start. Some social media platforms even offer analytics of their own that can help to measure the performance of your campaign.

Consistency is Key

Make sure that everyone on your creative team has all of the information they need in order to keep the same message across all campaign mediums completely consistent. Regardless of how many different platforms that you are utilizing for your campaign, the takeaway from your audience should always be consistent for each outlet. Planning ahead and creating an editorial calendar is a great way to ensure that your campaign message is consistent across all platforms. 

Have an idea for a marketing campaign in mind, but need help executing your plan? Reach out to us at The Storyteller Agency. Call us at 850.267.0931 or send us an email We can help you plan a successful marketing campaign and set it into motion.