Content is always changing shapes, morphing into something new. Long before there was the written word, people gathered to tell stories around campfires. Before there was a printing press, there were handwritten books. Then, of course, came ebooks. Now, our content comes to us through a dizzying array of devices and platforms. Smart creators are using the growing number of delivery options to continue to reshape content into new—and sometimes improved—forms. (more…)
Posts Tagged ‘video’
Transforming Traditional Content Into Something Better!
Tuesday, March 20th, 2018Captivating Consumers With Top-Notch Product Images
Tuesday, December 5th, 2017
How important are product images in your online marketing activities? If you effectively describe the product specifications, give some detailed reviews and have an in-depth description, is that enough? It seems like it isn’t. In fact, Lumina Datamatics cites a survey by the National Retail Federation showing that 67 percent of customers consider images more important than product-specific information, long descriptions and product reviews.
Think about that for a second. (more…)
Best Practices in Using Live Streaming Video
Sunday, April 30th, 2017
Video has long been touted as a must-do in content marketing, particularly in a business-to-consumer (B2C) environment. Many marketers have used video to capture special moments; showcase products, services, and personnel; and provide how-to instruction of various types. One need only look to the tremendous popularity of YouTube to discern that video communication is something consumers crave. But, can video work in the business-to-business environment? Social media channels, videographers and content marketers are betting the answer is a resounding “YES”! (more…)
It’s Tough to Avoid Negative PR These Days
Saturday, April 22nd, 2017
April has been a rough month for the airline industry. Delta—renowned for its low rate of delays and cancellations—probably saw itself as the pariah of the airline industry after “unprecedented” weather hit its main hub in the Atlanta metro and caused the cancellation of thousands of flights over the course of a few days impacting thousands of customers around the country.
But, then United stepped into the picture and a single incident with a single passenger on a single flight stole the negative publicity spotlight from a likely grateful Delta. (more…)
Content Marketing: A Deep Dive Into the Definition
Thursday, June 30th, 2016Content marketing is, as the words suggest, using content to market yourself, your company, your products or your services. The key distinction between “content” and “content marketing” is the purpose behind the content. Content marketing is done with the ultimate goal of generating a positive marketing impact for an individual or organization.
It’s important to note, though, that while marketing is at the basis of these activities, effective content marketing does not take a heavy sales approach. On the contrary, content marketing is more subtle than a sales appeal—and far more valuable to its recipients. That was true when John Deere launched “The Furrow,” and it is still true today, 120 years later. (more…)
The Impact of Technology on Storytelling
Thursday, October 22nd, 2015Marketers often like to talk about brand storytelling and, for many, a marketing strategy isn’t complete unless the brand is telling a compelling story. Brand storytelling represents the complete narrative you create for your audience—beyond your individual commercials, print media or website banner ads. As The Story of Telling notes on their website, “It’s about building something that people care about and want to buy into. It’s about framing your scarcity and dictating your value.” (more…)
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