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Story About Storytelling, FedEx & Time via @Curagami

Story About Storytelling, FedEx & Time via @Curagami | Curation Revolution |
Story may be the most important but least understood online marketing word there is. Understand why storytelling is "beyond important" for web marketing.
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Top Storytelling Brands via Marketing Week UK

Top Storytelling Brands via Marketing Week UK | Curation Revolution |
Top storytelling brands

Great post whose URL I couldn't get to resolve on so sent the link above to Pinterest.

Here is the direct URL:

Martin (Marty) Smith's insight:

add your insight...

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3 Ways To Create Visual Juxtaposition & Why Important

3 Ways To Create Visual Juxtaposition & Why Important | Curation Revolution |

Visual Juxtapositions Captures Attention
Attention not cash is the most valuable "commodity" in the world. We can make more cash. We can't make more TIME. Attention is under attack.

Most curate, read, create and share a variety of content online in a variety of ways daily. As you head closer to the key "branding demographic" of 18 to 34 the amount of CONTENT these "brand preferences not yet set" consumers process daily is staggering.

If your visuals aren't stunning you aren't in the game. You may need more than "stunning". You may need strong visual juxtaposition to stop a swipe long enough to have your message read, shared or bought.

Here are 3 tips for creating winning visual juxtapositions:

* Align your juxtaposition to a key brand message.
* More dramatic visual juxtapositions create greater stopping power, but you may notice engagement drop off (so keep Calls To Action simple and use high contrast).
* Visual juxtapositions MUST pay off in copy and experience.

This last tip is critical since a visual juxtaposition that has amazing stopping power and then is skimpy on relevance (either to the juxtaposition OR the reader) feels like "bait and switch" and can make those who stopped angry (don't typically want this).

Imagine a horizontal line with "Low visual juxtaposition" on the left and "High Juxtaposition" on the right. As your visual juxtaposition heads toward a red line the demands on your content go up almost square the amount of juxtaposition.

That's confusing so let's say it more simply. The more dramatic your juxtaposition the better your content must be. Don't think this means you must explain the juxtaposition immediately. Never explain your juxtapositions right off.

The longer your push your explanation the more "attention tension" you create. Curious minds are looking for an explanation to your visual juxtaposition, an explanation you MUST give. I like to write copy AROUND the juxtaposition.

Copy Example for the Mondrian Dessert (pictured above)

1911, Paris
A new arrival didn't mind the cold windy August. He changed his name dropping an "a" to make the new name roll of French tongues easier. He wasn't mad for air races like everyone else. Things he cared for where rectangular and earthbound.

Earthbound would be a debate with the Spaniard, but acceptable to the less volatile French painters (George particularly). Grey Tree sat on his easel. Broadway Boogie Woogie was a war and thirty years away.

Can chocolate be "neoplastic"?

Piet Mondrian created the art movement De Stijl based on a simple grid. We create desserts based on a simple grid too. Our Mondrian Grid tastes like a 1911 Paris bistro.

Imagine sitting with friends spending an afternoon drinking coffee, arguing and sharing one more Mondrian Grid. Wishing this day would never end a robotic trill says a friendly goodbye to Paris, 1911.

You decide to take a chocolate Mondrian Grid home and notice the box shares a story about an unusually windy August day in Paris long ago when the city was mad for air races and a handful of artists created a revolution in taste, culture and time.

The greater the sense of time, place and mood copy builds the longer you can afford to delay the juxtaposition payoff. The Mondrian cake is a mild juxtaposition so my copy example can afford to go around the bend a little (the wandering first two paragraphs).

Those wandering fist two paragraphs are more functional than they seem. I imagined the copy for a shop like Serendipity in NYC, a destination you go to as a "guilty pleasure" to escape the press of LIFE.

Copy can communicate messages such as "guilty pleasures" and "escape" by wandering around a little. Note even in the wandering the factual base is correct if romantic (hey its Paris).


Added a discussion about copy tone, rhythm and speed on GPlus

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7 Hero Stories Every Website Should Share [Examples]

7 Hero Stories Every Website Should Share [Examples] | Curation Revolution |

There are 7 Hero Stories Every Website should master:

* Enlightened (

* Vicarious BestBuy).

* Altruistic (

* Rescue (
* Stranger (McKinsey).
* Like Us (CharityWater).

* Togehter (Kickstarter).

POLL: Added a poll so you can share what kind of hero you want to be: 

Find detailed examples of copy each kind of "hero" copy here:

Share your examples here:

@HaikuDeck Here:

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A Vs. B Conversations = Simple Social Enagement via @Moon_Audio

A Vs. B Conversations = Simple Social Enagement via @Moon_Audio | Curation Revolution |
Time for a game of Versus!

Fostex versus Sennheiser... Who makes the best headphones? GO!

Friends at make the best audio cables in the world. Their cables connect to headphones and earphones and passions run HIGH where people's music and gear are concerned.

See Moon Audio's Fostex vs. Sennheiser Question Here

That link takes you to Moon Audio's Facebook page where use of vs. prompts passionate shares and stories of experience and joy. Great simple idea to promote engagement, garner User Generated Content and learn how your customers really FEEL about the brands you sell.

We are working on a vs. tool for Curagami ( ) our marketing tool suite meant to create exactly the kind of community Moon Audio is generating right now thanks to a simple "vs." question.

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What Is Long-Form Content and Why Does It Work?

What Is Long-Form Content and Why Does It Work? | Curation Revolution |
Ask two content marketers about long-form content and you’ll likely get two completely different responses. The first might say that long-form content is a gamble, given audiences’ supposedly min…
Martin (Marty) Smith's insight:

Storify Long Form Content To Win
Great post explaining why SHORT or LONG form content works and the middle drags. Amazing charts and graphs supporting why long form works ins a heuristic TIME ON SITE time (like this one). If your readers are ENGAGED they are more valuable than if they are "one and done" and long form content creates more engagement.

The post speculates on why, but my theory is its easier to tell a better story. It takes me 500 words just to get my scene set (lol). I'm kidding, but I do like to "storify" my content.

In this context "storify" means to find a larger story I can riff INTO the post or share a personal but relevant story that provides the same kind of "backbone" content.

malek's curator insight, May 12, 2014 5:04 PM

A great piece of reading about adding more value with more content.  The examples are highly illustrative, turning a dry rock into live rock.

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Creating Hero's Journey Websites: Using Storytelling To Improve Your Online Marketing

Creating Hero's Journey Websites: Using Storytelling To Improve Your Online Marketing | Curation Revolution |
An introduction to the "Hero's Journey" method of storytelling Your product or services will likely solve a problem for your customers,  

No matter how boring you view this product, it sits within a ‘story arc’ that can always be made interesting to consumers facing the challenges that it solves.

Via malek
Martin (Marty) Smith's insight:

Creating Hero's Journey Websites
I'm a big Joseph Campbell fan and this piece does a good job of explaining and then applying the Hero's journey to business narrative. The hero's journey is all around us all the time (as the piece implies).

UGC (User Generated Content) is my favorite place to find the hero's journey. Customers will share the same kind of dragon fighting stories faced by our young hero in the example in this post IF you ask for feedback, prize the feedback you receive and gamify UGC enough so that it is clearly important.

Gamification is  another favorite tactic to solidify the hero's journey. Nothing like a little competition to increase the challenge and produce amazing results fast. The other point this piece misses is WHO is the hero of your journey.

I like to design websites where YOU (the visitor) are the hero. Visitors become heroes by sharing, finding "like me" tribes and figuring out the environment well enough to suggest improvements. The more your website creates a hero's journey the more fascinating and experiential it becomes.

If fascinating and experiential sound like good things congratulations you are on a hero's journey.

More On GooglePlus:

Nick Simonton's curator insight, September 24, 2013 12:42 PM

Old as time, the "Hero's Journey" has guided many in writing screenplays and books. It's the standard story we all know and love -- perhaps injecting some of it into your routine isn't a bad idea.

Martin (Marty) Smith's comment, September 24, 2013 5:24 PM
Great Malek Scoop and Nick Simonton comment. This is a favorite topic. Nick I was scheduled to attend McKee's Story seminar last year and then got sick and could go, but still on my bucket list to attend. Marty
Bad Spoon's curator insight, September 25, 2013 2:21 AM

Une nouvelle présentation pas à pas du "Voyage du Héros", la technique de storytelling la plus efficace à ce jour

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Storytelling Is The New SEO [LIVE Raleigh SEO Meetup 3.26] TRENDING on @SlideShare

Google Panda and Penguin algorithm changes have a secret implication - that content is truly and finally KING. Not all content is equal. Some content has higher engagement potential.

Storytellig Is The New SEO discusses how leading online storytellers such as and weave stories into their website, communication and marketing.

Developing a gamification layer is key to making stories resonate over time. SEO is the New Storytelling discusses how to create three types of gamification: Active, Passive and Real Time.

Presentation was created for Raleigh SEO Meetup: on Tuesday 3.26 and will be broadcast live via a Google Hangout.

Join Google Hangout here:  

And yes, SEO is the great white whale :).

COOL, tendingn on SlideShare with over 2,000 views in a day! LIVE tomorrow night. 

Parker Donat's curator insight, April 9, 2013 6:53 PM

I'm a huge fan of this Slide by Marty Smith. 

Martin (Marty) Smith's comment, April 10, 2013 10:46 AM
Thanks Lisa, Jonny and Parker. You guys ROCK :). Marty
Martin (Marty) Smith's comment, April 10, 2013 10:47 AM
Thaks to the "other Martin" too. Martin Sturmer ROCKS too.