How Soft-Sell Advertising Helps You Build a Lifestyle Brand

Let’s face it. People are bored with conventional advertising. They’ve seen, read, and heard too much of products pitched in a loud and (annoyingly) intrusive manner. If you want to reach a contemporary audience, you need a different style. Finesse. Rather than hard selling, think of building an audience of brand evangelists who wholeheartedly believe in your message and how … Read more

The 9 Best Examples of Video Storytelling

With readily available streaming content, traditional advertising has lost some of its luster. 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 This doesn’t mean, however, that advertising itself is obsolete.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 … Read more

Behind the Scen…ic Road: Alaska

I wish I could fully articulate the beauty of Alaska. I have such a distinct visual – standing on the shoreline of the Knik Arm near Point MacKenzie, watching the plethora of colors from the rising sun bounce off the stillness of the water. Everything was so calm you couldn’t tell if that imperceptible movement was the reflection of the … Read more

Advertising in the Age of Coronavirus Confusion

 

How on God’s Green Earth Do You Advertise In the Middle of a Crisis?

(Is the short answer, you don’t?)

 

With Coronavirus cases skyrocketing, and workplace closures following suit, most humans are ducking and covering (and rightly so). But if business is to continue at some near date in the future, how do we prepare now?  And to … Read more

3 Content Marketing Ideas that are both Popular and Practical

Digital marketing keeps evolving with rapidly advancing online technology. As much as we scream to ourselves, “Make it stop!” brands must put on our big boy boots and also evolve to stay relevant to consumers. While the world keeps turning, one thing stays the same: the importance for brands to stand out from the competition and connect with target audiences. … Read more

How Do You Know if Your Storytelling Videos are Working? Check These 7 Metrics

The world of marketing has seen a shift toward analytics in recent years. Business leaders are more conscious than ever about trackable success across marketing initiatives, which is great news for marketers looking to prove ROI and optimize their efforts over time.

That shift is just starting to move toward video. Many marketers are still measuring analytics as a whole, … Read more

How to Follow a Storytelling Video Formula Without Becoming Formulaic

You might think storytelling is wildly creative, but it is often surprisingly structured. Talk to any author, and they’ll tell you about the benefits of laying out their stories in a clear formula that allows them to build complete arcs, characters, and satisfying endings. Break it down, and Lord of the Rings is a surprisingly straightforward chronological hero’s journey.

The … Read more

8 Strong Stories to Tell in Your Content Marketing

Storytelling is an essential part of content marketing. If you’re able to engage visitors with an entertaining, relevant, helpful, and timely story about your company, you’ll have them hooked. Creating content that speaks to customers at every stage of the buyer’s journey helps you build a relationship with them. Content creation also has to be customer-centric, meaning there’s got to … Read more

7 Storytelling Ideas For Your Content Marketing

 

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

How to Make a Compelling Corporate Video

 

 

 

Man and woman under lights, behind the scenes on a Scenic Road corporate video shoot

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As a marketing or communications professional leading your company’s strategy, you’re well aware of the need to incorporate video into your content strategy. With over a billion users on YouTube, there is an entire world to explore via video marketing. Mobile video Read more