Did you see that Starbucks is putting bottled pumpkin spice lattes on the shelf? It’s hard to believe that fall is so close (obviously because any sign of the PSL is a sure indicator that seasons are a’ changing). As always, seasons are changing in the world of content marketing, which is why we bring you the Friday Fix, our weekly run-down of what’s what in all things related to content marketing. This week, our focus is on using blogging for storytelling, how animation might be a nice alternative to video, the merits of branded content, and how to address common content marketing mistakes. So, grab yourself an iced PSL (or whatever tickles your fancy) and kick back for the Friday Fix.
Fun fact: storytelling is not blogging, and story isn’t the same is plot (okay that last nugget came from me), but there’s a relationship. Story is a sequence of events; plot is the relationship between events. Okay, so, in Al Gomez’ article, that’s essentially the difference between blogging and storytelling. A blog is…well, a blog can be a lot of things, but it’s not necessarily a story; however, story is what grabs audiences’ attention, captures that attention, and gets audiences to commit. One of Al’s three ways to tell stories better is to focus on experiences; he refers to the “Sideways Effect” from the movie Sideways where Paul Giamatti declared an unwavering love for pinot noir, and guess what? Pinot noir sales went through the roof and almost wiped out the grape. (I did the same thing with oysters and champagne after reading French Women Don’t Get Fat).
Based on title alone, I was drawn to Filtered Media CEO Mark Jones’ article. Are we talking about actual zombies or just un-caffeinated parents? I’m kidding. Actually, Mark’s piece addresses the current state of blogs as well as how they’re not dead but undead…because they’re mainstream. If that sounds like it’s a bad thing, it’s not. Blogs are still important and relevant provided you’re using them as a vehicle for engaging and interesting stories.
So, we all know there’s a tendency to compartmentalize B2B and B2C marketing tactics as being vastly unique as these two groups have vastly different audiences, right? Well, in this article, Kyle Harper identifies a failure on the part of both B2C and B2B groups to be “the shift from experiencing to buying”. He then makes a case for how storytelling is effective in helping both B2B and B2C companies accomplish their goals.
We are living in a mobile video world, but are you a mobile video girl? No, I’m kidding; Claude Harrington doesn’t say that, but for whatever reason, Madonna’s “Material Girl” started looping in my head, so you’re welcome. Anyway, what Claude focuses on in this article is a cool alternative to video, which is character animation. Character animation is a low-key way to provide maximum engagement, memorability, and to tell stories.
Sonal Mishra takes the time in this piece to differentiate between native marketing and branded content. Native marketing, Sonal explains, is essentially sponsored content written in an editorial tone but with the overall goal to sell. Meanwhile, branded content is content that reflects the brand’s interests but that’s intended for the consumer’s benefit with no direct intent on selling. Sonal concludes with a recommendation that’s worth checking out the article to read.
We all know that digitization has significantly changed the way media is consumed; what’s more, it’s changed the type of media that we consume. Specifically, it means that traditional newspapers and journalists are being displaced leaving only a couple of options for the journalists. In this article, Megan Hannay expands on the ramifications of that and the notion that there’s a way for journalists and brands to engage in mutually beneficial relationships via branded content (and what’s more, it’s a way that tickles journalists ethical fancies).
Taylor Mallory Holland doesn’t have to convince me that nostalgia is a powerful way to make audience connections…I would probably still drop everything and start singing if someone cued up Journey’s “Don’t Stop Believing” outside of my window. When I was in my 20s, the music of my childhood, ‘80s tunes, were what we wanted to hear as the hours rolled on in the club. Today, I guess they’re all rocking out to N’Sync…no idea. I digress. In this article, Taylor leads by exploring the latest Pokémon phenomenon before launching into an informative discussion on the psychology of nostalgia marketing. As always, Taylor’s article is informative, insightful, and relevant.
In this article, Ashley Carlisle speaks the truth; the field of content marketing is no longer conducive for a “purebred” talent; in other words, there’s a thirst for content marketers who have both technical and creative skills in order to satisfy demand for things like storytelling but being able to do so with various mediums. As a content marketer, you probably have at least one strong suit, so let Ashley provide insight on how to hone other skills to become a hybrid marketer.
There are lots of how-tos out there on creating the world’s greatest content, and we all know that it’s easier said than done. What one should take away from these articles, like this one from Karen Taylor, is that there are definitely some strategies that resonate and that –given the right material—really can do crazy awesome things. Karen starts her piece with the staggering reality that there are nearly 2 million blogs published a day (among other content). How do you even begin to standout? With storytelling, advises Karen. This article focuses on three storytelling techniques that will help you be more than one in two million.
Wolf Ruzicka doesn’t sugar coat it in this piece; he says that in today’s market, content is consumed at such a rapid pace that “no sooner is your content distributed and shared, chances are it’s quickly outdated.” Thus, he provides four tips for you to have a competitive and flexible content management system (CMS) such as creating “snackable content” and “catch up” without “’lifting and shifting’”.
Creating, implementing, and adhering to a focused content marketing strategy can be tough stuff…after all, sticking to a dinner plan can be a challenge, so naturally marketing can be tricky. The goal here is to ensure your business isn’t making any of these common, yet easily remedied mistakes. For example, are you sure you’re reading your audience right? There’s actually a surprising lot that goes into understanding what your audience wants and needs from your brand. What about your content? Would you read it? Enough said. How about measuring? Showing the “face behind the brand”? These are only a few areas where dropping the ball can have negative results for your brand.
Whether you’re new to the world of content marketing or think you might be making a few mistakes that are holding you back, The Storyteller Agency has the passion, talent, and resources to help you get on track and connect with your audience.