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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Consumers Remember Stories, Not Products

Consumers Remember Stories, Not Products | Public Relations & Social Marketing Insight | Scoop.it
From www.mediapost.com - March 8, 2016 8:14 PM

Do you remember anything at all when you watch ads -- or is the experience a hazy blur?  The fact is, consumers rarely remember a product -- they remember stories, which may inspire the use of the product. That element is what online advertising is lacking.

 

Two weeks ago I talked about the value of complementary storytelling vs. disruption. For advertising to be as effective as it can be, ad stories need to align with the content so that it, along with targeting, ensures relevance of the message in a way that elicits a response.  

I also want to remind advertisers to spend the extra time to tell a story that inspires consumers, rather than simply telling them about your product.  I don’t mean that all ads have to move you to tears.  I’m referring to inspiration in the manner of a quiet...

Jeff Domansky's insight:

Another look at why advertising without stories doesn't work.

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How to Incorporate Customer Storytelling in Your Business

How to Incorporate Customer Storytelling in Your Business | Public Relations & Social Marketing Insight | Scoop.it
From curatti.com - November 16, 2014 1:51 AM

...For example, a selfie of a young twenty-something with a snowboard at a ski resort represents both the endorsement of a product, an endorsement of an activity, as well as an identifier of someone saying “I am a snowboarder”.


While its easy to dismiss that this is just a photo, the movement signals a future that we here at Curatti dub The Content of People, or the Internet of People. Note that this sounds a little bit like something similar, The Internet of Things, better known as IoT. That’s because in some sense, people and things are converging as we head towards an even more digital society — as consumers associate themselves with things and items, they become that item, as opposed to that item molding who they are. What you’re now seeing is a world where products no longer define people, but a world where the end user defines the product. Identity ultimately will (and has begun to) shift.


How to Execute in the Content of People (CoP)


Executing in the Content of People is a challenge, but not entirely impossible. As I look to the future of marketing and storytelling, here’s how I see the CoP impacting how marketing is done....

Jeff Domansky's insight:

Customer storytelling is entering its golden age. Are you ready?

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Ethan E Rix's curator insight, November 17, 2014 8:06 PM

When it comes to new media, Consumers have an unwieldy ability to choose the content they view, and have the option to avoid interruptions from their content. In the relationship between the marketer and the consumer the one way communications used in the past have been replaced with a conversation over social media. Consumers can give feedback and opinion to the service and the internet acts as a central hub to collect this information to be a powerful driver of business.


The way to be heard in business today is through the art of storytelling. Effective storytelling surrounded around the consumer acts as a powerful tool to connect them to the brand. The potential lies in giving the consumer the power to define the brand rather than trying to achieve this brands must be ready to be flexible and follow these tips; Emphasize Customer Service, be ready for products to transform radically, and share or encourage the stories of customers.


What this speaks to me is that you cannot think of marketing anymore as a certain formula. The most resonate communications I can think of are the businesses that take a risk and let a little more personality sneak out then their competitors. Sure, the product or service has to be connected back in some way, but it has to be in a unique way. Look to your core competencies and see what really makes you different than the rest. Let your consumers define who you are and just try to influence the conversation to boost the pros and resolve the conflicts. Just like any other relationship!
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Content Ideas - That Help Users, Get Traffic, Shares and Links

Content Ideas - That Help Users, Get Traffic, Shares and Links | Public Relations & Social Marketing Insight | Scoop.it
From refugeeks.com - April 15, 2015 10:08 AM

The other thing I have to emphasize is that in order for a lot of these ideas to work for you, you need to think of content as something way beyond simply a marketing tactic – you need to embrace it in everything you do on your site and offsite – take for example Ian Lurie’s (from Portent – an organisation whose thoughts on content clearly mirror mine ) post on Content as part of UX over at Moz. And like I point out in the Content is King post, and as Ammon Johns points out in this piece “The Great Content marketing Swindle“, content without a real distribution channel is simply content, not content marketing.


Every single one of these ideas below need a distribution and display strategy for them to work.By no means is this list exhaustive, but it can form a good start to any content plan. Some of the areas may not apply to all businesses, while others will – I have taken the approach of top down- starting with the core corporate communication and then working my way into the more creative areas....

Jeff Domansky's insight:

Rishi Lakhani shares hundreds of ideas to push your content strategy. Learn how content need not just be marketing content, but an integral part of your communication strategy.

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Marco Favero's curator insight, April 15, 2015 1:18 PM

aggiungi la tua intuizione ...
Winners Education's curator insight, April 17, 2015 11:56 AM

Oh, Ys, that's right!
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