People are all getting tired of traditional advertising. Consumers are now seasoned veterans at tuning out ads or taking more extreme measures such as using ad blockers. (Look in the mirror. You know this is you.) This doesn’t mean, however, that advertising itself is obsolete. People are still spending plenty of cash shopping and seeking the best products and deals. … Read more
There’s something magical that happens when you read the words “Once Upon a Time….” Stories draw you in, and content marketing is, in its essence, storytelling. A ‘just the facts, ma’am’ approach will not get your audience’s attention, nor will it convert them to leads. Instead, you need to build narratives that potential customers can relate to as they … Read more
More than 300 million people use Instagram Stories every day–and with good reason. In 15 seconds or less, you can give your audience a behind-the-scenes look at your brand or provide them with a fun look at what you’re doing now– or next. While they’re definitely more casual than other forms of video content, that doesn’t mean they need to … Read more
Today’s consumer doesn’t want to be sold to. Period. So how do you reach them? One of the most powerful ways is an employee advocacy video, or a modern take on the tried-and-true testimonial.
I’m not talking about the testimonial from ages long past. Today’s advocacy videos don’t feel staged. You don’t get the sense that the people … Read more
It was our first appointment viewing. Our first open-mouthed, awe-inspired, aspirational experiences with storytelling: cartoons. You might think what Wile E. Coyote and SpongeBob can teach us is well, elementary, but you would be wrong. Whether it’s a factual story, a fictional one, or a promotional story like advertising or marketing, we can all learn from storytelling tools to be … Read more
At no other time are the stakes higher for your brand than during a crisis, and at no other time do brands miss an enormous opportunity. How do they get content wrong? Hint: they don’t have any.
Humor. It’s one of the most effective and yet, underutilized, tools in the storytelling toolbox. Too many brands shy away from humor because if you take the joke too far, or marginalize a group, or lack self-awareness, it can be worse than falling flat. It can damage your brand. See here for some worst-case scenarios. Take notes, students of … Read more
It’s Your Show: How to Use Branded Entertainment
It’s Your Show is the Missouri Division of Tourism’s new branded entertainment video content campaign that tells the authentic stories of various travelers. It’s a fun, immersive example of how brands can use authentic storytelling in branded entertainment.
It’s Your Show puts their product (tourism) in the back seat to story.… Read more
A movement has begun. People usually don’t want to be hear what your brand wants to tell them, and they have eleventy million ways now to avoid your advertising. They want to engage with content in the form of authentic stories; and brands, creators and television networks are quickly getting on board. Advertising is moving into the open arms of … Read more