Impact Brand Journalism
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Impact Brand Journalism
This isn't your father's brand journalism.
Curated by Brock N. Meeks
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Jargon, Branded Content, & Storytelling

Jargon, Branded Content, & Storytelling | Impact Brand Journalism | Scoop.it
One of the takeaways from Advertising Week in New York last week is the rise of “branded content”. Brands are embracing the potential of branded content to blur the lines between advertising and entertainment.

Via Dr. Karen Dietz, Jose Nevarez, Andrea Rossi
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Dr. Karen Dietz's curator insight, October 3, 2013 7:59 AM

LOL -- cartoonist Tom Fishburne does it again. Forget the hype. Forget the jargon. Just focus on telling great stories. That's your ticket to success.


And go read Fishburne's blog post -- he makes some great points there about how "branded content" is now being treated as a commodity. Since business storytelling is all about creating relationships, not customers as commodities, you can see the disconnect. "Branded content" as commodity typically generates bad storytelling. So let's not go there.


Enjoy Fishburne's humor today as a lift to get us through the rest of the week.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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3 Tips for Winning at Brand Storytelling With Webisodes

3 Tips for Winning at Brand Storytelling With Webisodes | Impact Brand Journalism | Scoop.it

Think of web television as a nuclear family. It all started with TV — the traditional type. Along came the web, which, in many ways, was TV’s polar opposite: interactive, responsive, progressive. As much as TV was about tradition, the web was all about change.

 

From this unlikely pairing came little programs that, when viewed together, make up an episodic web series, or webisode. Webisodes share some of the attributes of each of their media parents; yet they also bring a whole new generation of brand storytelling opportunities to life. It’s this pedigreed combination of the web and television that some big brands are experimenting with as a way to provide distinctive and uniquely engaging content to consumers. As one of the most engaging forms of branded content, the episodic web series has a lot of appeal.

 

For example, just like a TV miniseries or a series of books, a good web TV series can help forge an ongoing relationship with target consumers: Once viewers have been drawn in by the entertainment value of a webisode, they’re likely to stick around to see what happens next — and to visit related YouTube channels, Facebook pages, or other touch points that are part of your branded environment. They’ll get to know your brand a little better. They may even start to like it more than they realized....


Via Jeff Domansky, Jim Doyle
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Jeff Domansky's curator insight, May 19, 2013 3:55 PM

How webisodes work wonderfully for business storytelling.