The importance of content marketing in a world inundated with data is becoming increasing apparent. In fact, if you aren't doing it, the money and time spent on what you are producing is frankly a waste. Content is now a vital part of search as marketers move away from thinking only in an overabundance of keywords. 

But what about story and the future of narrative? We looked back at a couple of the videos from our recent JUMP conference that highlighted the importance of story and looking at new ways to create it.

Story should supersede platform

Christy Amador is the Global Interactive Marketing Strategist at Coca-Cola, and she spoke at JUMP about how there has to be one ‘north star’ idea that links a campaign together. At Coca-Cola, it has been building its brand around telling great stories that make people happy. By being able to tell a good story you can roll that into any type of campaign.

You have to be smart and know what is going on - watch TV, be online, be in social spaces but most of all you have to be able to tell a story and how to create beautiful content to engage people emotionally. These things are not about the digital platform but rather it's about the big idea and if you can do that the rest will come.

Narrative is like software

Mike Knowlton, CTO at Storycode and founder of the interactive film studio Murmur, works on traditional video projects with interactivity and basic computer functionality in the middle of the narrative. We are still defining what the future of emerging creative projects looks like. Though story is important, Knowlton thinks that creating stories are increasing like creating software. If you're shooting a TV series or creating marketing content like you did 20 years ago, you will probably fail. But if you see film and video content more like software, then you wireframe, you create functional specs in the narrative where different things can happening whether it's branching narrative or non-linear, etc.

If you are a creator you have to understand how software is created and be much more comfortable in that space. From a consumption perspective, it's still very early in the game but the bottom line is that engagement is becoming much more important than celebrity and you must increasingly build that engagement into your narrative.

Heather Taylor

Published 6 March, 2013 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

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Comments (2)


Mike Todd

This makes absolute sense to me. It's interesting to see big brands like Coke embracing it but while 'content' is all over the place, I still don't how well the importance of story is understood.

over 5 years ago

Dale Lovell

Dale Lovell, Chief Digital Officer at Adyoulike

This is something that we've written a lot about and I stress quite clearly in our Content Marketing Guide.

Many brands make the mistake of thinking that content strategy amounts to a search or social or other such strategy, but it's not!

It’s not about pigeon-holing what you do online into various marketing sub-sects any more. The size of the digital landscape has blurred these boundaries.

As Coca-Cola point out 'By being able to tell a good story you can roll that into any type of campaign.'

You need a content strategy in place to succeed. It needs to come first. Other strategies such as search, social, pr and display come afterwards - these are your distribution points.



over 5 years ago

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