Once upon a time... It might be the most cliché beginning to a story, but the traditional lead-in has withstood the test of time. Beyond the opening line, how do you create a narrative that engages an audience enough to make them advocates?
Alan Brawn calls into the show today to discuss some key elements of Digital Signage in the industry as well as highlights a new/old Display technology: Direct View LED.
The power of marketing with video content has been well documented. In B2B marketing, popular uses for video marketing include:
- Customer testimonial video
- 3D product videos
- Videos demonstrating how products are made
- Animated explainer videos
- Tradeshow and live event video content
- Employee interviews and company history videos
For B2B Technology Marketing, Engaging Content Requires a Whole New Kind of Technical Writing
According to a 2016 report from CMI and MarketingProfs, 72% of B2B tech marketers consider the creation of engaging content a top priority. However, just 19% ranked becoming better writers at the top of their to-do list.
Act Naturally--Or at Least Don't Act Unnaturally!
Common marketing wisdom holds that brand authenticity plays a key role in growing business. According to Kissmetrics, authenticity brings the following benefits:
- It elevates your business above the competition
- It builds your identity and image into something influential
- It gives substance to your business, services and products
- It enables people to relate to your business
- It helps people understand how what you offer is of benefit to them
- It tells people that what you offer is of high quality
- It marks you out as a reliable, trustworthy company
- It encourages engagement and can turn audiences into advocates
HOW THE ONE-TIME BATTLE FOR RETAIL’S FUTURE HAS NOW RECONCILED INTO AN ALLIANCE OF PHYSICAL-DIGITAL INTEGRATION
Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.
Can we locate the secret power of stories and“re-install” that power into other texts, like batteries in an old toy? Might we somehow perform some Frankenstein-ian surgical “transplant” of “story” to breathe life into non-storied forms of information?
Content Marketing fundamentally involves an attempt to inform—that is, educate—a specific audience. Effective content marketing thus requires the ability to educate effectively. The key phrase here is "effective education." Anyone who's seen Ferris Bueller's Day Off knows what ineffective education looks like. Teaching is a kind of marketing--and vice versa. Whether in classrooms or on company websites, nobody learns much from droning abstractions. Students can be a tough audience--marketing can learn a few things from effective teaching practice.
Back when I was in graduate school, Naomi Klein’s No Logo (2000) was all the rage. The book launches a powerful attack against, among other things, the takeover of public space by brand logos. Klein means well. It’s just that the book relies on and perpetuates the very system it condemns. After all, the cover of No Logo quickly became an instantly recognizable logo, an emblem of anti-consumerism. A brand.