Marketing podcast with Guy Kawasaki [caption id=attachment_12649 align=alignleft width=240] photo credit: Patrick Gage via photopin cc[/caption] I asked the question contained in the title of this post in a community I moderate on Google+...
As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determining how to develop these stories in the first place.
There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at classic storytelling and structure as a helpful map to guide you. For example, the classic “hero’s journey” from Joseph Campbell’s, The Hero with a Thousand Faces, outlines what he calls the “monomyth” — which is a pattern that many believe can be found in almost every narrative around the world.
There are still a number of marketers and business owners that need to be persuaded to try content marketing for the first time. Here are 2 foolproof methods for getting that buy-in.... Even though content marketing is not new by any stretch, it’s a fairly young discipline. That means there are a number of marketers and business owners that need to be persuaded into trying content marketing for the first time. As our recent content marketing research has found, 22 percent of North American B2B marketers and 21 percent of B2C marketers are challenged with getting executive buy-in. Robert Rose, lead author of Managing Content Marketing, makes the argument that the content marketing business case takes on the same components as a proper business plan....
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