Storytelling is one of the best ways to create a bond with people, and content marketers should use it and other creative techniques to make their materials stand out.
This year the 'Jerusalem' cookbook is a hit. Written by an Arab and a Jew from Jerusalem who now live and work in London, more than 400,000 copies are in print in the US and UK , easily 10 times more than most other cookbooks.
What makes Jerusalem stand out is a number of things, including how tasty its recipes are, but also that it tells a story.
Of course, there is the story of a Jew and Arab from Jerusalem working together, with its unspoken suggestion that “if they can do it...”
In 2013, almost a decade after the founding of Facebook and seven years after the founding of Twitter, companies that aren’t listening to and participating in the social conversation do so at their own peril.
Publishers who permit disrespectful, spammy comments about their stories are discouraging people looking for intelligent conversations and undermining their brands.
They should implement policies, such as moderated comments, to create a more civil discourse.
Over the years academics and analysts have attempted to show the value of brands (their 'brand equity') in terms both theoretical and monetary.
The Millward Brown BrandZ Top 100 report showed Apple to be the most valuable brand in 2013, with brand equity worth over $185bn; the other four top brands were, in order, Google, IBM, McDonald’s and Coca-Cola.
Since 2006 the BrandZ Top 100 has appreciated about twice as fast as the S&P 500.
Now J.K. Rowling, author of the “Harry Potter” series (as if anyone needed to be told), has inadvertently revealed the value of her brand.
Publishers with quality content are undermining their brands and providing their visitors with a poor experience by attempting to maximize revenue through paid links to poorly targeted, often low-quality third-party content.
For example, did you know:
The one sure-fire tip for losing weight? That a certain billionaire thinks that the economy is about to crater? That Tom Brady and Bridget Moynahan are having a baby?
No? Then you’re not reading some of the content being offered up through links on some major sites.
I’ve been working in digital marketing for over a dozen years. Sometimes, though, when talking to others in digital marketing you would think that traditional marketing channels, such as print, billboards, radio, TV, direct mail, etc., are now worthless
Some say they don’t produce immediate leads or sales and the ROI from multi-channel marketing is difficult to measure.