Public Relations & Social Marketing Insight
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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 Deliver Quantifiable Content Marketing Success With a Small Team

How to Deliver Quantifiable Content Marketing Success With a Small Team | Public Relations & Social Marketing Insight | Scoop.it
From contentmarketinginstitute.com - August 11, 2015 11:42 PM

With only 21% of B2B marketers saying they are successful at tracking content marketing ROI, it’s inspiring to see success in an unexpected (even perceived as stodgy) environment: academic medical centers. We’re proud to share the story of Wake Forest Innovations, the commercialization arm for Wake Forest University and Wake Forest Baptist Medical Center. I was fortunate to speak with its Director of Marketing and Business Development, Vishal Khanna, who is a finalist for Content Marketer of the Year. (The award will be announced at Content Marketing World in September.)

Vishal was chosen as a finalist for his dedication to performance in content marketing. While you may not work for an entity in an academic medical center or a university, you will find insights and lessons to learn from Vishal’s story. He and his staff of one full-time-equivalent employee and two 30-hour-a-week contractors rock performance by executing a content marketing strategy that an agency helped them develop....

Jeff Domansky's insight:

Terrific tips and inspiration for content marketers. Recommended reading. 9/10

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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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8 Resurrection Tactics To Galvanize Your Socially Fatigued Audience - SocialBro

8 Resurrection Tactics To Galvanize Your Socially Fatigued Audience - SocialBro | Public Relations & Social Marketing Insight | Scoop.it
From www.socialbro.com - September 17, 2014 11:30 AM

The old novelty marketing ideas don’t work any more. With over 825 million Facebook posts a day, 7,500 Tweets a second, and at least 86 different social networks with over 1,000,000 users, your audience is constantly bombarded with blogs, jokes, memes, news, reviews, pictures, and other things on social media that aren’t related to your brand. At the beginning of 2014 there were over 180 million websites on the Internet (one website for every 40 people on the planet), most will have social pages churning out posts that compete with you for clicks and attention.


People have such social fatigue that by the time your post arrives in someone’s feed you could be the 200th thing they’ve seen that minute and they’ll move on to the 201st less than a second later.Your socially fatigued customers live in an age where ‘good’ isn’t good enough, and ‘excellent’ is barely remembered.


To truly stand out you need to create a real impact and connect with your audience on a deeper level than just pretty pictures and humour. Here’s eight key components that successful marketers use to turn socially comatose casual browsers into chipper consumers....

Jeff Domansky's insight:

In this excellent post you'll learn why the old novelty marketing ideas don't work anymore. Years of social fatigue have made audiences tough to crack, and these 8 pro tips will help you cut through the noise.

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How Demographics and Storytelling Style Affect Video Ad Effectiveness

How Demographics and Storytelling Style Affect Video Ad Effectiveness | Public Relations & Social Marketing Insight | Scoop.it
From www.thinkwithgoogle.com - January 28, 2016 11:50 PM

An ad is an ad is an ad. Or is it? Millennials have grown up with a media diet far different than the generations that came before them. Has that changed their media taste? Do brands need different types of ads to reach people of different ages? Google partnered with L'Oréal Paris to find out....

Jeff Domansky's insight:

Key question: Should storytelling change for different age groups? Some surprising answers.

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Why Content Isn't a Commodity Anymore | SEJ

Why Content Isn't a Commodity Anymore | SEJ | Public Relations & Social Marketing Insight | Scoop.it
From www.searchenginejournal.com - June 18, 2015 10:54 PM

Andrew Essex thinks we are living in an unprecedented glory age for content creators and marketers. Essex, vice-chairman and co-founder of the unique, adaptive ad agency Droga5, and quite a forward-thinker when it comes to content marketing, believes that our current situation as far as content creation and marketing goes has changed for the better, many times over.

In a talk he delivered at the 2015 NewsCred #ThinkContent Summit, he challenged us to think about content differently. His presentation made us consider that ads may be a thing of the past and what we as content creators and marketers should be aiming to do is to build on our idea of storytelling....

Jeff Domansky's insight:

Julia Mc coy challenges us to think about content differently - from storytelling to the user's point of view.

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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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