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Recently, everywhere I go, people ask me how to tell a more effective story. Advocates, colleagues, and clients observe that the organizations that achieve policy goals, get transformative grants, or seize the market’s interest are the ones that 1) have the resources to disseminate their story, and 2) just tell the better story. I would argue that the real winners are the organizations that actually manage to tell a story at all.
Via Karen Dietz, Richard Andrews
Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.
Traditionally advertising, PR and marketing as you know them, are working less and less.
From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.
Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."
But if it is true that traditional marketing is dead, what will replace it?
"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.
Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."
The solution pivots around four key points:
1. Restore community marketing.
2. Find your customer influencers.
And you can read more what are the key characterizing trait of this new model by reading the full article.
Good article. Recommended. 8/10
Full article: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
(Image credit: Shutterstock)
Via Robin Good
If you are going to create #contentmarketing these days it better be EPIC. There is way too much noise. Only Epic Content will do. Here are 5 Easy Steps To Create Epic Content Marketing:
Via Martin (Marty) Smith
"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”
Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.
Enjoy the chart this research shows. I know I'll be using this in my work with clients!
Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;
Via Gregg Morris, Karen Dietz
Robin Good: Just as much as music is no longer in the hands of record companies and books are no longer in the hands of traditional book publishers, learning is not anymore in the hands of schools and other educational institutions.
Today a person can learn from a myriad of new different sources, at his own pace and time.
"The internet has democratized education and businesses should take notice.
You are in business because you have some area of expertise.
Sharing your expertise is a way to help you build your brand and provide value."
From the original article: "The Education of Millionaires, a book by Michael Ellsberg that proposes that the best investment in education is one that offers lifelong, relevant knowledge that will make you financially successful.
People are looking to non-traditional sources to learn from. Education and business are merging. "
The article is full of short, valuable insights, like these:
"As a brand, your expertise in the product you sell — in every way it affects the people who use it — sets you apart. If you sell shoes, you could teach fashion or fitness. If your product is food, teach nutrition."
"Consumers need information to choose when there are too many options."
"Education is a form of curation."
Right on track. Must-read. 8/10
Via Robin Good