While Cabaret lyricist Fred Ebb might say that money makes the world go ‘round, we say it’s content marketing, which is why each week, we take a look at what the best-of the-best have to say on the subject. This week, we (and others) evaluate Instagram Stories and what one can do with it. We also highlight what’s been going on at Content Marketing World 2016, why brand storytelling is the new marketing, and why sometimes it’s okay to feature sponsored content among other things. All in all, it’s a great week for content marketing, and if you’re sold on the fact that Starbucks is getting ready to go big in the storytelling game, then you simply must try the Chile Mocha as you sit down and get ready to get your Friday Fix on.
As a storytelling agency, this piece really hits close to home because in Jon Simmons’ interview with the legendary Robert McKee, we get even greater insight as to the essence and importance of telling stories, real stories, as opposed to advertising and “marketing”. Audiences want to get to know you and to feel your authenticity and to relate to you; it’s a new kind of selling. To sum it up, you’re showing your vulnerability and telling the truth; you’re showing, not telling, and you’re definitely not selling.
We’ve all heard that storytelling is where it’s at when it comes to content marketing because stories have the unique power to appeal to the emotions, but we don’t often get the story on why it is emotions have so much hold over audiences. In this article, Evelyn Timson takes a psychological approach in looking at how and why emotion trumps logic in the content marketing game.
According to Mansal Denton, we use innate communication skills in order to relate to the world around us because it’s part of evolutionary psychology. This is much the same way we start eating the Ghirardelli dark chocolate toffee bar and don’t stop until there’s no more savory chocolate to transfer from our hands to our mouths (not that such a thing happened today or anything). Anyway, more importantly, Mansal notes that by making the unconsciousness of evolutionary psychology conscious, we can go from being good content creators to great ones (and possibly, such understanding will help us put down the Ghirardelli before it’s too late).
If you’re reading this, then you’ve probably explored content marketing and have hopefully realized that it’s absolutely what your company needs to thrive because not only is it 62% less costly than traditional marketing, as revealed by author Priyanka Desai, but it’s also shown that 61% (and we suspect a lot more) consumers are more willing to buy from companies that do content marketing. By outsourcing your content marketing, you free up your time, energy, and talents to focus on the things that you’re passionate about while also giving yourself ready access to the content marketing experts because…well, you hired them.
So, if content marketing were bees, video would be its knees, but you already knew that (right?). If not, think of how much influence video has over you…of how often you choose to watch a video instead of read…. Okay, now we’re on the same page. Video marketing is where it’s at right now, and in an effort to help you up your social media marketing game, U.K. video production operator Jon Mowat gives seven essential tips from going live to going native to making a hash out of it for going big instead of going home with video marketing.
When it comes to telling your story using video, the impacts cannot be overstated. In this piece, pundit Shabana Arora explores how to get the biggest bang for your buck (if you will) when it comes to video content. In fact, per Shabana, more audience time is spent on digital video than on social media. Thus, embedding, repurposing content, and telling an emotional story are three of the five elements highlighted in this article that serve as incentives for prioritizing video content.
While many are wary of audience reception to sponsored content (I mean, isn’t that just like the advertising we’re trying to divert from?), Sarah Ware brings to light that not all sponsored content is ghastly in the eye of the beholder. What’s the difference? Quality. If you’re sharing a quality story with quality photography and the team creating the content ate quality bagels (okay, that last bit is an exaggeration), then audiences will be just as receptive as though the words sponsored content weren’t there (more or less).
In case you happen to be looking at the big brands to get an idea of how to tailor your content marketing strategy, then have a taste of what Starbucks is brewing. The coffee icon is looking to spice up their reach with stories about inspiring Americans. (This will possibly add more spice to their lattes and Frappuccinos than the Chile Mocha.) Candice Choi brings the details on Starbucks Upstanders series, which (in addition to inspiring a craving for caffeine) adds fuel to the importance-of-storytelling fire in content marketing.
In case you missed it or your busy social calendar kept you out of Cleveland this week for Content Marketing World 2016 (#CMWorld 2016), then thank Janet Cho for stepping it up with this run-down of the nine things you need to know about this year’s Content Marketing World. Key tidbits include number of attendees and keynote speakers among other things.
When it comes to social media platforms, all eyes are on Instagram Stories, and brands like what they see. While there’s nothing wrong with creating glossy magazine-worthy images (what the platform is best-known for), brands love the fresh, organic quality of telling stories that Instagram Stories offers. In this piece, Gemma Goldfingle checks out brands like Topshop and SilkFred that are embracing Instagram Stories. Pro tip? Keep it short and snappy and be willing to share an up-close-and-personal look at your brand with the platform.
Instagram Stories made a big splash recently by (supposedly) doing the same thing Snapchat does. Instagram Stories provides a way to use the popular image-based social media platform for sharing stories in a more authentic way than the polished, filtered picture-perfect platform was previously best-known for. There are several ways you can easily use Instagram Stories to tell your brand’s story in an authentic and unique way that will help you connect with your audience, no filter needed.
Do you want to tell your authentic brand story? If so, contact the pros at The Storyteller Agency. Our passion is storytelling, not marketing. Let us help you speak with, not at, your audience through Instagram Stories and other media channels.