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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 | Scoop.it
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.

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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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Vonnegut Shares Most Successful Storyline All Time - Cinderella [& We Put In Biz Context]

Vonnegut Shares Most Successful Storyline All Time - Cinderella [& We Put In Biz Context] | Curation Revolution | Scoop.it


Kurt Vonnegut's Story Analysis: Cinderella Most Popular Storyline
We've watched this movie before. The hero starts low, slowly climbs only to be beaten viciously back down again. Not all the way down and we, the audience, know the hero's first journey has uniquely prepared them for the second.

This is a fascinating HBR post discussed on G+ in a business context.

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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 | Scoop.it
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: https://plus.google.com/102639884404823294558/posts/apVB5CabhxB

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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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Master Video Storytelling Tips - Being Interviewed By The Tar Heel Traveler

Master Video Storytelling Tips - Being Interviewed By The Tar Heel Traveler | Curation Revolution | Scoop.it

Fascinating to try to live blog an interview. It is impossible by the way at least for me. I had to stop typing while answering Scotty Mason; Raleigh CBS affiliate WRAL's Tar Heel Traveler's questions.

Scotty is a masterful visual storyteller and I picked up a few tips on this our third session together (Scotty shot a segment about Martin's Ride To Cure Cancer and helped create Cure Cancer Starter's mission video).

Video Storytelling Tips
* Don't have questions written down.

* But be prepared and know your subject.
* Be open to accident and unplanned ideas.

* Create in the moment on what inspires you.

* Ask great open-ended questions.
* If you don't hear what you want ask the same question again later.
* Shoot lots of related b-roll.

* Write a script AFTER filming.

* Tell a story.



Scotty's stories are always parabels. When he told Martin's Ride To Cure Cancer's story (http://scenttrail.blogspot.com/2013/01/tar-heel-traveler-art-of-visual.html) he stressed the winding road of one's life stesses not to take anything for granted.

Interesting to see how Scotty tells today's story.
http://scenttrail.blogspot.com/2013/06/being-interviwed-by-tar-heel-traveler.html

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Ten E-commerce Storytelling Tips - Atlantic BT

Ten E-commerce Storytelling Tips - Atlantic BT | Curation Revolution | Scoop.it
If storytelling is the new SEO then how do you tell stories on a e-commerce website? Here are 10 E-Commerce Storytelling Tips with examples and how to tips.
Martin (Marty) Smith's insight:

E-Commerce Storytelling Tips 1 to 3
It was fun writing this piece. Since covering the first 3 tips ran over 1,000 words Ten E-Commerce Storytelling Tips became a multi-part blog "series".Tips 1 - 3 are covered in this @Atlanticbt post.

The remaining 7 tips will be covered over the next few days.

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Brian Yanish - MarketingHits.com's curator insight, April 12, 2013 9:10 AM

Webmaster this article is a must read

Marty gives many great examples that can increase your traffic and conversion rate.

Brian Yanish - MarketingHits.com's comment, April 12, 2013 9:11 AM
I didn't know you're a surfer dude. Lol
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Great Storytelling Is Great Marketing - New Leukemia Society "Cancer Cured" Ad Is Amazing

You'll remember this day forever. You'll remember where you were. This day has never been closer. Today, thanks to the Leukemia & Lymphoma Society hundreds o...
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Forget Branded Content, Tell a Great Story - Forbes

Forget Branded Content, Tell a Great Story - Forbes | Curation Revolution | Scoop.it

"It’s not logical to think that consumers will ever volunteer to watch or share our marketing, so let’s stop making marketing and instead start telling stories. We need to unshackle ourselves from old formats and embrace an idea that has existed since humans first began communicating."


The only piece that's missing in this post is any discussion about the fundamental dynamic of storytelling:  story sharing. It seems the author is still focused on broadcasting stories instead of engaging in swapping stories with customers (i.e. listening to their stories in return).

 

But one step at a time :) ....


Via Karen Dietz
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janlgordon's comment, December 5, 2011 1:06 PM
Hi Robin,
Excellent piece! I love your observations and agree with you - "brands need to engage in swapping stories and listen to their stories in return"
Martin (Marty) Smith's comment, December 5, 2011 10:00 PM
Thanks Khaled. Marty
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The Power of Storytelling – Takeaways from Social Media for Nonprofits in Atlanta

The Power of Storytelling – Takeaways from Social Media for Nonprofits in Atlanta | Curation Revolution | Scoop.it
The Global Soap Project is a small non-profit that began in 2009 with a beautifully simple concept: collect a portion of the 2.6 million bars of partially used soap disposed of every day by U.S. hotels, reprocess it into new bars and distribute it to people left vulnerable to disease due to lack of proper hygiene and sanitation supplies."
Via Karen Dietz
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Create MOVEMENTS Not Yet One More Meaningless Promo - Here's How and Why

Create MOVEMENTS Not Yet One More Meaningless Promo - Here's How and Why | Curation Revolution | Scoop.it

Movements THEN Campaigns within Movements
http://www.crowdfunde.com
 earned its first paycheck today as we begin to help our friends at http://www.moon-audio.com create an "umbrella" movement to create online community, improve SEO, win hearts and minds and convert more visitors to customers and customers to advocates and supporters. 

This G+ post shares much of what we discussed today about the advantages of creating a movement in a socially connected mobile time. If you love music hope you will jumpin and help us create Music Is A Movement's pieces such as:

* Our ASK for UGC (User Generated Content) such as what is your favorite music? Why? What is your favorite gear? Why? 
* Stories are going to be important. What is best way to ask for them?
* Arresting visuals are going to be important, where to we find them. 
* How can we create CONTENT to support an abstract, personal and short lived (music) to shareable content (vids, pics, stories)?  
* What is best way to connect tribe members.
* What are our KPIs. 

Going to be fascinating to use our new tools for the first time to help Moon Audio change the world a little by developing a MOVEMENT and then positioning their marketing inside the movement's context and ever evolving User Generated Content boundaries.  

What about you? How do you win hearts and minds with your #Interntmarketing.  

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3 Ways To Create Visual Juxtaposition & Why Important

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

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).

 

PS
Added a discussion about copy tone, rhythm and speed on GPlus
https://plus.google.com/102639884404823294558/posts/dDpmMM9mEaL

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Why Haiku Deck ROCKS

Why Haiku Deck ROCKS | Curation Revolution | Scoop.it

Haiku Deck (@HaikuDeck) is becoming one of my favorite Internet marketing tools. As I mention in the linked post great tools make good Internet marketers great and great IMers fantastic. Haiku Deck, a visual storytelling tool and presentation tool, is a GREAT and very cool tool. 

Even better? You don't have to learn a whole new way of thinking to use Haiku Deck. The UI is intuitive and build FOR marketers by marketers.  

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