Content marketing is all the rage for 2013. I think it might have been the rage in 2012, too. It is a buzzword, for sure, but it is essentially focused on how to tell a story. More so, it is about how to engage with your customer or prospect.
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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's insight:
For the last few years, storytelling for marketing, branding, business growth, organizational change, and leadership has been all the rage. And most of the talk has been focused on the need to tell stories, the neuroscience of storytelling, and simple how-to steps.
As time goes on, these discussions start maturing and I'm beginning to experience a shift in articles about biz storytelling -- to discussions of quality. Yeah!
Which is the point of this article. It is no longer enough to simply tell stories -- now we have to do it really well. Craft, quality, and substance are on the scene over slap-dash methods. As the author Brian Clark of Copyblogger says, "Create really good stuff."
Now in many ways this has always been true. Ever told a poorly crafted story and it fell flat? Yep -- because audiences will only engage with a well crafted story.
But now quality is showing up more and more in the articles I'm scanning.
There are some other points in this article that are important: info about Google Author Rank and listening to your audience.
I disagree with Seth Godin's quote at the end though:
“Most of all, great stories agree with our world view. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”
Well, that is certainly a condescending statement.
Of course stories teach people new things! For milenia stories have transmitted the wisdom, knowledge and values of groups and organizations. They are instrumental in making strangers friends, enlightening us to the ways of the world, and imparting 'oh' and 'aha' moments.
Instead of saying 'great stories agree with our world view' I'd say 'great stories connect us with the familiar and take us to new places'. In other words, when we hear a story it connects with the memories, archetypes, and mythological themes we've got running around in our heads, and opens doors into new worlds.
So what does all this mean for 2013? Keep practicing and honing your biz stories -- quality counts now more than ever.
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it
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The only nonprofit marketing trend hotter than storytelling is visual storytelling. And the social media site Pinterest, a virtual bulletin board for interesting web pages and pictures, lends itself to visual storytelling techniques. I like these ideas here! They will definitely get you thinking more about how to effectively use Pinterest for sharing your organization's story -- whether you are a nonprofit or for-profit enterprise. Now if only Pineterest would let you group photos together within boards you could REALLY tell your stories better. I hope they add that functionality soon. In the meantime, create your boards and start pinning! Then check out the Scoop.it material by my friends and colleagues Jan Gordon and Michele Smorgon called Pinterest Watch for all the tips and tricks for leveraging Pinterest in social media campaigns http://www.scoop.it/t/pinterest-watch This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it Delete the scoop?
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This piece was written by Carolyn Elefant for Smallfirminnovation and she has some very interesting suggestions for professionals and how they can take advantage of this exciting new site.
And review below was written by fellow curator Jan Gordon on her new Scoop.it curated content called Pinterest Watch. I've added this to the collection here because it looks like Pinterest is going to be a great visual storytelling tool. I've already signed up for an invitation and can't wait to get started.
Pinterest is definitely not going away anytime soon, I've been on here for a week and it's a whole new way connecting with people through points of interest by sharing topics that tell a story about your business. It's a wonderful way of interacting with them without being intrusive while observing who your customers and seeing how you can might be of service to them.
Here are a few great tips that caught my attention:
Depending upon your practice focus, Pinterest can provide a similar source of content.
**For example, if you represent small business owners, you might create a board for low-cost office products.
**If you work with families with children with special needs, you could aggregate educational toys and products that might help overwhelmed parents alleviate stress.
**As you take a look around Pinterest, you’re sure to come up with ideas that work for you.
Curated by Jan Gordon covering "Pinterest Watch"
Read full article here: [http://bit.ly/yze3vV]
Via janlgordon 
Rowan Norrie's comment,
January 13, 2012 6:45 AM
Looks interesting Karen. Have signed up, so see how it goes.
Karen Dietz's comment,
January 13, 2012 11:07 AM
Yeah, can't wait to get started and share what I learn, along with my pinned pages. Stay tuned!
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Good selling has always involved story. It is what draws the prospective buyer in and helps them to see what problem(s) you are offering to solve.
Well, yeah, content is what you pay to get into the game, but its the stories that make it work for you.