What is good content? You know it; you’ve been lucky enough to read it most of your life. I believe it consists of three primary characteristics: It is engaging, fulfilling and strengthens relationships. Today’s leading content marketers incorporate these attributes into their brand messaging to drive consumer interest in their products and services. Otherwise, they’d be missing opportunities to connect with key targets in a meaningful way. And I couldn’t help but note that these same characteristics brought to bear in the bedroom would lead to successful outcomes there as well. Continue reading →
Dear Content Doctor: I was recently hired to join the marketing department of a reputable, well-established organization in my hometown. When I accepted the position, it was with the understanding that marketing would be enabled to do its job with the full cooperation of the C-suite. I believed that any company of note in today’s day and time would understand the need to leverage forward-thinking marketing strategies to get a leg up on the competition.
You’ve heard it before: The best way to attract new customers and strengthen relationships with existing ones is by connecting with them in a deeply human way. Often, though, establishing a human connection via digital mediums presents a challenging task for marketers. After all, the Web creates a barrier between you and your audience. Unique, personalized stories that resonate with your audience work to diminish this obstacle, and help to create meaningful customer relationships.
Before we begin discussing strategy and highlighting great examples of brand storytelling, let’s talk about what not to do. “Brand storytelling” might make you think this will serve as a great platform to share your brand’s unique story. While this is certainly important, it is not what brand storytelling is about. Rather, this content marketing strategy is about telling the stories of your consumers so they can feel more connected to your brand.
Springtime is a light at the end of a dark and seemingly never-ending tunnel for residents of New England. Though we are used to crazy weather, the wintry mix of snow, sleet and arctic winds can quell the spirits of even the staunchest optimists among us. Spring’s long, warm days and blossoming flowers are a welcome relief after the cold and ice.
If the first quarter of 2016 didn’t knock your socks off, I have a few tips for ensuring 2Q16 moves your marketing team in a better direction.
Many bumps in the road can be attributed to poor planning. So, let’s make sure that your content marketing strategy is headed in the right direction. A recent Curata infographic has removed some of the guesswork by foretelling 2016 content marketing trends.