"Marketing case studies are high-mileage vehicles. A well-written success story breathes life and humanity into what others might have previously viewed as boring business problems. Even accounting can be a fun topic. I have found that potential clients actually want to read about the interesting experiences of other clients. It’s refreshing for them to hear from somebody besides your marketing department–in other words, a real, live customer!"
I AM NOT SAYING WE SHOULD STOP DOING ONLINE VIDEO.BUT I AM WONDERING IF THERE IS A WHOLE NEW MEDIUM WAITING TO BE INVENTED?
I'm thinking of something visual, built of and for the web. It uses the internet to its greatest strengths, not just as a platform for other media.
Amazing stories, fiction and non-fiction, that come alive, not because of flashy interactivity or glossy photography, but because they embrace the true nature of the web.
It's something built with the context and expectations of a laptop, tablet or smartphone user in mind.
It's canvas is not the screen, but the web browser and its perhaps its technicians are developers (as opposed to the chemists and engineers of cinema and television). It's simple, about substance, not style. Perhaps its subcompact. Or maybe it's epic.
In fact, it’s so awesome you don’t need anything else! Just produce awesome content and you will be in SEO nirvana! It’s like double rainbows and Matt Cutts got together and had baby NyanCats!
Old SEO is dead. This is the new SEO and it’s beautiful!
Sound too good to be true? That’s because it is.
Content marketing isn’t new. It’s just a new buzzword picked up by other industries that suddenly found out they could to “do SEO”, but they didn’t want to “do SEO”, so they tried to make it more special. It isn’t.
Content marketing has been around since SEO on Google has been called SEO. To not understand this is to not understand what Google and its algorithms measure and how this might affect your site.
As we move towards a quantified society, one shaped by data, we start to dismiss things that are unquantified. Empathy, emotion and storytelling — these are as much a part of business as they are of life.
"You know that feeling, when you can’t wait to get home to tell your significant other about the crazy thing that just happened at work? The second you walk through the door, even before you kick off your pinchy-toe shoes, you’re saying, “You’re not going to believe this . . .” as you launch into the story, complete with revealing hand gestures, passion, and well timed pauses that effortlessly build to the riveting climax."
"The power of the spoken word hasn’t disappeared and it never will. But with the enormous forces applied by hardware, software, advertising and media corporations – to consume, consume and consume some more – kids brains are being rewired. What to? pretty simple – to consume media. Lately becoming a synonym to advertising."
If Kodak had to launch the product again in 2013, which version of the ad do you think it would go with? My bet would be Don Draper’s.
Brands that communicate by telling stories that resonate with their audience -create nostalgia or establish a sentimental bond with the product as Don puts it- win.
Don’s version does that better.Consumers today relate to and are more loyal to brands that communicate why they do what they do rather than just what they do and how they do it.
Don’s version is better at communicating the “why”.Brand communication that taps our emotional trigger and pulls at our heart strings gets shared more than communication that simply regurgitates dull facts and figures. Don’s version of the ad is better at doing that.
Odds are that Don’s version of the ad has a higher likelihood of getting parodied/”memed” and going viral than the original 60′s version.
Ideas to humanise your online communications As we all now become digital natives, it makes you step back and think and ultimately realise that those who . Marketing topic(s):Augmented reality, Content marketing strategy, E-contact strategy.
April is National Poetry Month, and while your brand is likely uninterested in doing your next campaign in verse, there are plenty of lessons that content marketing can learn from poetry. From fluid use of keywords (iambic pentameter, anyone?) to telling a story (lest we forget the epics), content marketing actually shares a number of similarities with this wordy craft.