Cogitation Supremacy
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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
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Video: Follow the Frog - Persona and call-to-action storytelling

Tackle a serious topic by creating a persona, making that persona the main character in the story, mix in humor and emotion and, finally, cap it off with a call to action title--you've just created a video with tons of potential to go viral.

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Web Strategy: Thought Leadership to Surpass Traditional SEO

Web Strategy: Thought Leadership to Surpass Traditional SEO | Cogitation Supremacy | Scoop.it

In the future, the most effective search engines will identify "share and care" content --messages that attract audiences and incite them to act, react and transmit to others.

 

Sound familiar? Content marketing and thought leadership serve the same purpose.

 

Bruce Rogers and Russ Prince posit that thought leadership will become the linchpin of web strategy.

 

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The 22 rules of storytelling, according to Pixar

The 22 rules of storytelling, according to Pixar | Cogitation Supremacy | Scoop.it
On Twitter, Pixar storyboard artist Emma Coats has compiled nuggets of narrative wisdom she's received working for the animation studio over the years.

 

Many of these could just as easily be applied to creating thought leadership. I rely on a few myself. My favorites:

 

"#2: You gotta keep in mind what's interesting to you as an audience, not what's fun to do as a writer. They can be v. different.

 

#12: Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.

 

#5: Simplify. Focus. Combine characters. Hop over detours. You'll feel like you're losing valuable stuff but it sets you free.

 

#22: What's the essence of your story? Most economical telling of it? If you know that, you can build out from there."

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7 Reasons Storytelling is Important for Branded Content via @PostAdvertising

7 Reasons Storytelling is Important for Branded Content via @PostAdvertising | Cogitation Supremacy | Scoop.it

Yes, yes, yes and yes (+ 3 more yes's). The visual appeal and messages clearly demonstrate the 7 reasons for storytelling. A must-share.

 


Via Laureano López Pizarro
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Dramatic reversal: words trump pictures in financial services content marketing

Dramatic reversal: words trump pictures in financial services content marketing | Cogitation Supremacy | Scoop.it

Financial firms rank words over pictures in their content--a striking about-face from only 3 years ago.  Clever copywriting and hitting the right tone of voice is no doubt important--but don't ignore the visual element of storytelling. In my view, good thought leadership relies on compelling messages and capturing visuals.

 

Results from interesting mini-poll published by The Clerkenwell Consultancy.

Photo credit: Andrew Mason

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Two Qualities of Content Marketing that Matter Most - Forbes

Two Qualities of Content Marketing that Matter Most - Forbes | Cogitation Supremacy | Scoop.it

Great article by Patrick Spencer on what makes great content. Inform and persuade.

 

 

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How Brands Are Getting Personal Through Storytelling

How Brands Are Getting Personal Through Storytelling | Cogitation Supremacy | Scoop.it
A handful of brands have earned the trust of their target audience in a natural, organic way. Here are some tips on how to motivate your target using their story.

 

These days, smart advertisers are tying their brands into their customers’ personal stories. Or, more accurately, they’re helping their customer connect more deeply to his or her own personal story through the brand’s story.

 

Brands like Patagonia, Southwest Airlines and Apple have earned the trust of their target audience in a natural, organic way.


Via Gregg Morris, Laureano López Pizarro
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Scoop This: A Comprehensive Guide to Scoop.it for Content Curation | Search Engine Journal

Scoop This: A Comprehensive Guide to Scoop.it for Content Curation | Search Engine Journal | Cogitation Supremacy | Scoop.it

Great piece that I'm using to get started with content curation. Thanks to Gabriella for the succint overview.

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Social media makes storytelling more of a call-and response

Social media makes storytelling more of a call-and response | Cogitation Supremacy | Scoop.it

Forget about passive TV audiences. 15 million tweets in response to the Republican and Democratic national conventions show that the viewers at home have the means to talk back.  Article details the tens of thousands of tweets per minute.

 

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54% of the marketers polled plan to increase content marketing budget

54% of the marketers polled plan to increase content marketing budget | Cogitation Supremacy | Scoop.it

Content marketing is the juncture of several trends--social, technological and economic--leading marketers to devote greater resources to it. Identifying 'good' content--what works--is crucial.

 

Interesting article that offers a few ideas on how to close the loop on reporting so that content marketers can quantify content's effectiveness.

 

From BtoB Magazine: "Content marketing is benefiting from fundamental shifts in technology and customer behavior, but still faces measurement challenges, according to multiple presentations at the Content Marketing Institute's Content...


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85% of US marketers surveyed view curation as a thought leadership tool

85% of US marketers surveyed view curation as a thought leadership tool | Cogitation Supremacy | Scoop.it

Tina Jin spells out why thought leadership and content curation go hand-in-hand. It's a value-added and social way to engage an audience

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How Humor Can Humanize a B2B Brand: Tim Washer on Marketing Smarts [Podcast]

How Humor Can Humanize a B2B Brand: Tim Washer on Marketing Smarts [Podcast] | Cogitation Supremacy | Scoop.it

Not many b2b brands use humor in messaging. As Tim Washer explains to Matthew Grant, the key to good comedy is "making a point about something." The same can be said for thought leadership. Has anyone seen examples of humor in thought leadership?  

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Is Thought Leadership Worth the Extra Effort?

Is Thought Leadership Worth the Extra Effort? | Cogitation Supremacy | Scoop.it

In the finance sector, we'd say it offers higher risk for higher reward. I would add that it's not a do-we-or-don't-we kind of decision: a lot of the traditional here-is-our-product-now-buy-it messaging simply doesn't work. Companies need to be relevant to their clients in order to be successful. 

 

Erin Nelson at exploreB2B identifies 7 Pros and Cons of content marketing. 

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INFOGRAPHIC: How We Consume Content Now (& What It Means For Your Marketing)

INFOGRAPHIC: How We Consume Content Now (& What It Means For Your Marketing) | Cogitation Supremacy | Scoop.it
Chances are you have one or more devices within arm’s reach. We live a four plus screen world that includes smartphones, tablets, ereaders and televisions.

 

Another great article from Heidi Cohen. Changing content consumption habits are little talked about in content strategy blogs, but Heidi digs deep into what difference it makes to the kinds of content we create.

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The Trust Deficit: Why Content Marketing is Your Best Friend

The Trust Deficit: Why Content Marketing is Your Best Friend | Cogitation Supremacy | Scoop.it
Interact with consumers as partners...not just customers. Build trust with your customers by offering relatable, helpful and shareable content.

 

71% of consumers trust brands that provide useful info without trying to sell them something.

 

Here are some useful tips from Kathi Kruse on how to establish trust through great content.

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Stick to the main idea (and never get involved in a land war in Asia)

Stick to the main idea (and never get involved in a land war in Asia) | Cogitation Supremacy | Scoop.it

Great illustration with before and after visuals about keeping things simple.

 

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Incredible (or rather, not credible)

Incredible (or rather, not credible) | Cogitation Supremacy | Scoop.it

Only 4% of people trust content that is delivered to them directly from a brand. That's more reasuring than surprising. Companies need to lay off the hard sell, me-me-me approach to thought leadership. G. David Dodd explains why firms should tread lightly in the early stages of the buying process--and I fully agree with him.

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Video: Build rockets to magical story universes

I'm a fan of the way this video captures the social-sharing aspect of storytelling. It illustrates the thesis that narratives transcend communication channels. Short, snappy and to the point. Nice work,  Patrick.

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