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Inside a serial narrative: A story is ‘a promise that the end is worth waiting for’ | Poynter

Benham and her husband, journalist Tom French, were faced with a pivotal question: Fight for their daughter’s life or let her go? In a recent three-part series in Poynter’s Tampa Bay Times, Benham wrote about how she and French confronted this question and how the answer they sought has changed their lives.

 

“A story is a promise,” French said to her as they read to Juniper. “It’s a promise that the end is worth waiting for.”


Via Gregg Morris
Jeff Domansky's insight:

This was powerful, personal storytelling which I guess are the other components of great stories.

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
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How to Apply Lean Marketing to Your Content Based Business

How to Apply Lean Marketing to Your Content Based Business | Public Relations & Social Media Insight | Scoop.it

I see many parallels between a startup as a whole and content marketing, and taking a lean approach to marketing could yield several benefits.

Most importantly, you’ll be able to get:

  • a better return on investment (ROI)
  • more consistent results from your marketing
  • less stress and frustration


In this post, I’m going to break down all the different ways that you can apply lean principles to your marketing—lean marketing....

Jeff Domansky's insight:

Smart content marketing tips from Neil Patel.

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Beacons Drive Mobile Coupons; 58% Redeem In Under 2 Minutes

Beacons Drive Mobile Coupons; 58% Redeem In Under 2 Minutes | Public Relations & Social Media Insight | Scoop.it

Beacons are driving mobile coupons and redemption rates are on the rise.

Several new studies are out indicating that the growth of beacons around the world is on the march and that when shoppers get a mobile coupon, offer redemption is right behind, sometimes in fewer than two minutes.

Beacons add a finer touch to location-based offers, since the small radio-transmitting devices can be located near specific products or in certain departments.

Brands have found that coupons with a location element typically enjoy far higher redemption rates than those without.

Many major retailers, including Macy’s, Target and Lord & Taylor, have installed thousands of beacons, many to learn the ins and outs of what works and what doesn’t....

Jeff Domansky's insight:

Mobile coupons work and beacons provide the engine for future growth.

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10 Simple Edits That'll Instantly Improve Any Piece of Writing

10 Simple Edits That'll Instantly Improve Any Piece of Writing | Public Relations & Social Media Insight | Scoop.it

Editing copy boils down to two key things: recognizing weaknesses and knowing how to fix them. It’s a critical part of the writing process and yet, one that’s all too often overlooked. After all, if you don’t know that there’s an issue to begin with, how can you fix it?

That's why, if you struggle with editing, you’re going to love this article ...
Because by the end of it, you’ll be armed with 10 powerful, uber-specific editing actions that’ll make your copy more addictive, engaging, and compelling than it was before you got to work revising it. Whether you’re writing a landing page, a blog article, an email, or a web page, making the following changes will have a profound impact on your readers.

Namely, these edits will make them more likely to do what you want them to do -- and that’s what great copy is all about....

Jeff Domansky's insight:

These writing and editing tips will make your work better.

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10 Interesting Ecommerce Trends for 2016 and Beyond - Ecommerce Platforms

10 Interesting Ecommerce Trends for 2016 and Beyond - Ecommerce Platforms | Public Relations & Social Media Insight | Scoop.it

As the 2016 year comes barreling towards us, it’s essential to look back at what you’e done with your business in order to establish a plan for the unexpected ahead. Even evaluating your entire ecommerce system is a wise choice, considering companies change, prices go up and offerings are not always what they once were.


Yes, the new year is a time for reevaluation, and the ecommerce world is no stranger to that. Therefore, keep reading to learn about the ten most interesting ecommerce trends for 2016 and beyond....

Jeff Domansky's insight:

Good trends to keep an eye on for marketers.

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Texture is 2016's hottest packaging trend - The Creative Edge

Texture is 2016's hottest packaging trend - The Creative Edge | Public Relations & Social Media Insight | Scoop.it

In a sea of similar items, how do you make your product packaging stand out? One of our favorite ways is by complicating it a little with 2016’s coolest packaging trend. Designers are imbuing their designs with texture, giving packaging a tactile quality that drives shoppers to grab them off the shelf.


A great way to accomplish this tactility is by adding a pattern to your package. A play off of color and shape that gives a little hint as to what’s inside, or tells a story without using words. Designers have been doing this for ages, but if you pay close attention, you’ll notice that the kinds of aesthetic stories they tell change from year to year.


Here are five different ways for you to work with the hottest 2016 packaging trend – using patterns to create textural design and to stand out from the crowd:...

Jeff Domansky's insight:

Patterns are all the rage. Make sure your design stands out on the shelf with these five textural packaging trends. Recommended viewing! 9/10

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Monica S Mcfeeters's curator insight, Today, 5:00 AM

Want your brand to be noticed? Here is how you compete with the others for attention within the textured packaging trend.

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23 Ways to Build Colossal Pre-Launch Product Buzz

23 Ways to Build Colossal Pre-Launch Product Buzz | Public Relations & Social Media Insight | Scoop.it

Your product is ready. Finally!


You have invested time, money and resources. The product has to be a hit, otherwise, it was all for nothing.


You push publish and it’s live. You have finally launched the product and… Silence… Uh, oh.


No one cares, let alone buys your new product. What happened? You messed up, that’s what. You didn’t build pre-launch buzz....

Jeff Domansky's insight:

To reach your sales potential, you need to create pre-launch product buzz. With just a few simple tactics, you can have people excited for its release date.

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Global Content Impact Index March 2015 - Acrolinx

Global Content Impact Index March 2015 - Acrolinx | Public Relations & Social Media Insight | Scoop.it

As recently as October 2014, for example, only 42 percent of B2B marketers thought their content was effective, while among B2C marketers, confidence rates were even lower at just 34 percent.


When it comes to explaining this underwhelming performance, the marketing community often cites a lack of strategy as the main culprit. In fact, according to research from AltimeterGroup, 70 percent of marketers lack a consistent or integrated content strategy.

Jeff Domansky's insight:

Lots of valuable content and insight in this report from Acrovlinx.

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What is Retention Marketing, and Why You Need to Start Today

What is Retention Marketing, and Why You Need to Start Today | Public Relations & Social Media Insight | Scoop.it

Retention marketing, the mysterious form of marketing that seems to be popping into your favorite ecommerce blogs, podcasts, and even into conversations with your other merchant friends. The whisperings have started, but do you really know what retention marketing is?

What is Retention Marketing?
Retention marketing is a new form of marketing that is becoming more and more prevalent in the ecommerce world. The focus of this school of marketing is to create engaged customers that return to your store to shop again. It is a shift in focusing only on the acquisition of countless new customers, to also focusing on the profitability of those you already have!...

Jeff Domansky's insight:

Retention marketing is a trend worth noting for its efficiency and profitability.

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Typography Trends Every Marketer Should Have on Their Radar | HubSpot

Typography Trends Every Marketer Should Have on Their Radar | HubSpot | Public Relations & Social Media Insight | Scoop.it

Just like an awesome photo or graphic can really make your design stand out, so can the right font. But the wrong font can also make your design stand out ... in a bad way. If you've ever seen a design with really out-of-date typography, you know what I mean.


But what makes a font or typography design out-of-date? What's "in" right now? Whether you're designing a one-off project or you're a seasoned designer, it's important to stay on top of typography trends so your work looks and feels current.


Check out the infographic below from ThinkDesign to learn about the typography trends in 2016, from retro and handwritten fonts to mixing and matching typefaces, to the roles transitional effects and animation could play in your marketing. (And download our free do-it-yourself design guide here for tips about how to use fonts in your content and web designs.)...

Jeff Domansky's insight:

Check out the current typography trends to watch for this year.

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Jorge Canales's curator insight, February 9, 8:48 AM

In the art of marketing and promotions, the smallest of details is key to gain a reaction from those who see it. This article helps open ourselves to more fonts, instead of using the same ones over and over. Time to be a little more creative.

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The uncomfortable state of content marketing metrics

The uncomfortable state of content marketing metrics | Public Relations & Social Media Insight | Scoop.it

What is creating disillusionment in content marketing? I think the answer is also embedded in the new CMI findings: 65 percent of the marketers say “measurement” is their top priority, specifically figuring out “what content works and what doesn’t.” Year after year leaders lament an inability to measure their marketing efforts.


And here’s the fact that makes me concerned about whether content marketing will rebound as a tactic or spiral down in an 8 track kind of way: The measurement problem is getting worse, not better. Let’s unpack the idea and see why that is so....

Jeff Domansky's insight:

Research shows he view of content marketing effectiveness is down. Effective content marketing metrics might be getting more elusive.

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5 “Scary” Marketing Techniques That Are Worth the Risk

5 “Scary” Marketing Techniques That Are Worth the Risk | Public Relations & Social Media Insight | Scoop.it

In this post, I’m going to show you 5 marketing tactics that are effective for most businesses.

The only catch is they can be difficult or scary to do.

I’m going to break them down as much as possible so that you can determine why they might scare you and what you could do to overcome that fear.

This is going to take a lot of honesty on your part, but if you’re willing to give me that, it could have a huge impact on the success of your marketing....

Jeff Domansky's insight:

Neil Patel looks at the "scary" and hard part of marketing. Recommended reading. 9/10

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6 Web Design Trends That Are Here To Stay

6 Web Design Trends That Are Here To Stay | Public Relations & Social Media Insight | Scoop.it

Web design thrives on two things: innovation and imitation.


Unfortunately, there's often a lot more of the latter. We all like to seize upon the latest trends, use them until they’re ubiquitous, and then look desperately for the next big thing. Think about sliders. They were all the rage a couple years ago. Today, they feel dated. What to do? Stop chasing microtrends, and start looking at the big picture. Here, we've isolated six web design ideas that are here to stay....

Jeff Domansky's insight:

Great look at six design trends worth noting.

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With Millions Of New Bottle Designs, Every Diet Coke Will Soon Be Unique

With Millions Of New Bottle Designs, Every Diet Coke Will Soon Be Unique | Public Relations & Social Media Insight | Scoop.it

Today, you probably know Diet Coke for its silver and red branding—which is more or less how it’s looked since Coca-Cola’s sugar-free alternative first launched in 1982. But starting this month, in a market where diet soda sales are down, Diet Coke is going bespoke, as millions of unique designs are hitting U.S. shelves for the first time as part of a campaign called "It’s Mine."

So for the next several months, no two 12-ounce bottles of Diet Coke will look exactly alike.

"Personalization and customization is a huge trend, obviously," says Rafael Acevedo, group director of Diet Coke in North America. With Coca-Cola’s first major personalization campaign, Share a Coke in 2014, the company put thousands of people’s names onto bottles. The idea was that you’d spot someone’s name and want to buy them a Coke—and it’s an idea that worked, with measurable uptake in both short term sales and longer term brand loyalty. For Diet Coke, that concept got a tweak. "In this case, it’s more personal, "Acevedo says, "to have that sense that Diet Coke is giving you something no one else can have."...

Jeff Domansky's insight:

This marketing personalization experiment by Coca-Cola is worth watching.

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15-Second Films Taking Instagram By Storm

15-Second Films Taking Instagram By Storm | Public Relations & Social Media Insight | Scoop.it

Shield 5 is a captivating new thriller that follows a wrongfully accused man on the run, desperate to clear his name. It has a lot in common with shows like Homeland and 24, except for one tiny thing: Each episode is only 15 seconds long.

Shield 5 is a new dramatic and cinematic series being released on Instagram in installments, just one recent example of what is being labeled as "social cinema." It is the brainchild of British director Anthony Wilcox, who was looking for a quick project to work on while he finished developing a bigger feature. "I’ve done a few short things online as a director-for-hire, and the fast turnaround of those things excited me. I was looking for a way to do that, but telling my own story," Wilcox told Fast Company....

Jeff Domansky's insight:

Fascinating storytelling and video production debuting on Instagram as "social cinema" starts to grow.

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Newspapers Trail As Political News Sources

Newspapers Trail As Political News Sources | Public Relations & Social Media Insight | Scoop.it

Inspiring equal parts awe and horror, the quadrennial orgy of spin, lies and patriotic pablum that is the U.S. presidential election is obviously a news bonanza. But that doesn’t mean every news medium benefits equally. According to a new report from Pew Research Center, newspapers are lagging far behind other providers as a source of political news.

According to Pew, 91% of American adults received some news about the presidential election in the last week (the other 9% presumably being the fabled “low information” or “no information” voters).  When it came to specific news providers, 24% of respondents said they considered cable TV news the “most helpful” source of information, followed by social media at 14%, local TV also at 14%, Web sites or apps, at 13%, and radio at 11%.

Further down the totem pole were network nightly news, at 10% and late-night TV comedy at 3%. Only then did the local newspaper appear in the Pew ranking, equal with late-night comedy at 3%. National newspapers were even lower down, cited by just 2% of respondents as the most helpful source of political news....

Jeff Domansky's insight:

Cable TV is leading as the primary source of news about the presidential election at 24% followed by social media at 14%? I'm really surprised that social media isn't a bigger source. 

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Are marketers getting lost in the Dark Funnel?

Are marketers getting lost in the Dark Funnel? | Public Relations & Social Media Insight | Scoop.it

The buyer’s journey has twisted and turned in a way which leaves many marketers struggling to find insight from within what we call the Dark Funnel. The good news — as with all trends and shifts in the world of marketing — many technology companies are starting to build solutions to address the radical new way customers engage and buy from brands today.


The behavior of customers has become an evolving maze and marketers are always trying to stay one step ahead. The rise of online and social marketing and the vast distribution of content have added another level of complexity to what we used to think of as a sales funnel....

Jeff Domansky's insight:

The complexity of the customer journey has created a dark funnel for marketers. Luckily, emerging technology can help.

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Struggling with Content Marketing? Here’s How to Make it Work!

Struggling with Content Marketing? Here’s How to Make it Work! | Public Relations & Social Media Insight | Scoop.it

A lot of businesses are starting to take content marketing seriously. However, just because more people are using content marketing as a means of obtaining customers, doesn’t mean that everyone knows what they’re doing.  In this post, we’re going to take a look at some of the common struggles that people face when it comes to content marketing.


We’ll look at each aspect of content marketing and what matters most.


By the end of this post, you’ll have a clear sense of what can be done in order to overcome the content marketing obstacles that your business is facing....

Jeff Domansky's insight:

Neil Patel shares content marketing tips.

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Monica S Mcfeeters's curator insight, Today, 5:03 AM

This presents some ideas on how to improve the content of your message.

eChatter's curator insight, Today, 8:46 AM

This is a great post with solid suggestions on how to use social media marketing as part of your SEO strategy. 

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YNAB: How A Self-Funded Budgeting Startup Built A Community With Content Marketing | NewsCred Blog

YNAB: How A Self-Funded Budgeting Startup Built A Community With Content Marketing | NewsCred Blog | Public Relations & Social Media Insight | Scoop.it

When we read about content marketing successes, we so often hear stories from glamorous industries with substantial budgets, but YNAB is not one of these stories. In fact, it couldn’t be farther from that reality. It is however, a success story of David vs Goliath proportions, building a thriving community of users in a highly competitive field using quality content and direct relationship building.


YNAB, otherwise known as You Need A Budget, is a software startup that delivers exactly what its name accuses – budgeting software for the financially ignorant. Full disclosure, I’m an avid YNAB user and a gradually less ignorant budgeter, but the lessons on how they built a strong community shows how powerful focusing on content can be.


Competitive LandscapeWhen viewing YNAB’s main competitor, Mint.com, their mission would seem doomed from the start. Their business models are different with Mint.com as a free service and YNAB charging $45 per year. So how did YNAB take on such a large challenge? Let’s examine some of the effective content strategies that they have used with great success....

Jeff Domansky's insight:

YNAB - You Need a Budget - is a useful content marketing case study.

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YouTube SEO: The Ultimate Guide

YouTube SEO: The Ultimate Guide | Public Relations & Social Media Insight | Scoop.it

You probably already know that YouTube is the world’s second biggest search engine……and a huge untapped traffic source. (In fact, YouTube gets over 30 million visitors per day).


Today I’m going to show you the ins and outs of YouTube SEO, including how you can rank videos in both Google and YouTube....

Jeff Domansky's insight:

Wondering how to rank videos in YouTube and Google? In this post I show you my step-by-step YouTube SEO plan.

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With a Social-First Mind-Set, Esurance Completely Dominated the Twitter Super Bowl

With a Social-First Mind-Set, Esurance Completely Dominated the Twitter Super Bowl | Public Relations & Social Media Insight | Scoop.it

Esurance proved that a less expensive pregame Super Bowl ad can actually create more buzz than an in-game spot, which cost $5 million per 30 seconds. What's more, the brand chiefly leaned on Twitter—not Facebook—to accomplish its feat. 


With the exception of #SB50 and #SuperBowl, the brand's #esurancesweepstakes hashtag was seen more than any other combination of words in Twitter conversations on Sunday evening, said Nancy Abraham, vp of integrated marketing communications for the San Francisco company. She said Twitter supplied her with that information Monday.


"And if you count retweets, we're No. 2 only behind #SB50," Abraham added. "There was no other [consumer] brand on that list."


Her company has been tweeted about 2.92 million times since its 30-second spot ran prior to this year's Big Game. The #esurancesweepstakes hashtag, in particular, has been tweeted 2.48 million times, which Abraham and her team said helped generate 1.5 billion media impressions. ...

Jeff Domansky's insight:

Esurance got its social mojo working during Super Bowl 50. Lots of lessons.

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