Stories Told and not Heard


Kevin Spacey for content marketing

Kevin Spacey proposes three pillars that must be present in every good story.

1. Conflict – “Conflict creates tension and tension keeps people engaged with your story.”

How do you create conflict while trying to sell whatever your business creates? Make your customers and the leaders of your industry the heroes of your content by sharing how they overcame problems and found solutions.

2. Authenticity – “Stay true to your brand and audiences will respond to that authenticity with enthusiasm and passion.”

Spacey goes on to contend that, “It’s no longer about who you know or how much you can afford but what you can do –audiences have spoken, they want stories.” The content you create doesn’t need to be top-of-the-line video or epically gorgeous, interactive micro sites. Start small and start with what you know: answer your audience’s questions with internal knowledge and be a problem solver for your customers.

3. The Audience – “Does it matter what’s behind a link if no one clicks on it?”

Don’t create content for content’s sake, and don’t let your content exist in a vacuum. You need to work for your audience in order for them to work for you- this means creativity, distribution, measurement, and iteration. In today’s content ecosystem, you can no longer throw up a blog post and walk away.


Japanese Comfort Women

Storytelling is an age-old technique that has been used as a tool in order to communicate big messages. However, in today’s world, there is a story that wants to be told but has no ears to listen. This is the story of Japanese Comfort Women. 

Japanese comfort women have had their own story withheld from being told. Their own people refuse to listen to the stories that they have been so desperately wanting to tell. There’s an extreme conflict involved in their stories, they are authentic at the most, but what’s more difficult is having an interested audience who will listen to their stories. They are the stories that want and need to be told, but which are not heard.

Images by: cja; wnrun


Innovating for Fashion

Giselle for UnderArmour

It’s no secret that fashion companies are leading the way in content marketing. these retailers are honing in on their mobile-addicted audiences and serving them content that reflects the ethos and style of their brands. What they are doing is more than selling clothing–like any great fashion brand, they are selling a lifestyle. In the offline retail world, it’s tough to attract and stay engaged with customers, earning their loyalty, writes blogger Neville Samuels. Online, however, an effective content marketing and complementary social media strategy is limited only by one’s imagination.  Fashionistas are increasingly taking their shopping on the go. According to business insider, during the height of the holiday shopping season in 2013, e-commerce shopping grew an estimated 24% to $4.6 billion, while offline shopping was down. Mobile shopping increased 63%, with a total $940 million in revenue.The digital campaign includes the launch of a new mobile experience via that serves as a community platform for women to track, analyze, and share their fitness and athletic lifestyle. Featuring tips from Vonn, Copeland, O’Hara, Stephens, and other Under Armour athletes as fans, the site encourage women to pursue their athletic goals, dotted with tasteful nudges to purchase.Why they stand out. The brand ingeniously anticipated the controversy they would court using model (and hobby kickboxer) Gisele Bundchen in the ampaign. In the video, she boxes the shit out of a punching bag while angry (and some encouraging) UA fan tweets lighting up behind her–seemingly goading her on to fight faster and harder. This keeps in line with the theme of overcoming criticism and adversity while seamlessly integrating a UGC component.

Image by: adweek



Perspectives on innovating information

  Web innovation has a lot to do with the kind of different marketing strategies that teams come up with in order to engage their audiences. Sometimes it has a lot to do with growth hacking, sometimes a lot of new mediums sprout from just finding new ways of catching people’s attentions. Whatever it is, […]

Continue reading...

How to drive online sales

  These days, the smartest businessmen, top CEOs, leading advertisers, marketing leaders are stressing the need for good content as the piledriving force to driving sales. NewsCred recently collated a series of quotes from these top leaders to help us gain a fresh insight into how we should come up with content, why they are […]

Continue reading...

Creativity in web innovation.

Ok. here’s the deal. People spend more than 50% of their time online looking at content. However, people’s attention spans only last up until 8 seconds. That’s 1 less second than a goldfish’s. It’s dropped 4 seconds since the year 2000. People don’t want to be advertised to, they want to be entertained. Admittedly, that’s […]

Continue reading...

Web Content Inventory

  Before deciding on any kind of content strategy or write content for websites, you should first start with creating a content inventory/matrix. This is a spreadsheet that captures each web page or content module that you are responsible for creating, reviewing, or caring for.  Before taking a content inventory, think about what you need […]

Continue reading...

Audience First

  In every business strategy or plan, a strategist should always take into consideration the audience or market that you are trying to reach. Your team might propose ideas that don’t adhere to your target market’s interests, because what you or your team find personally persuasive or interesting has a real likelihood for not being […]

Continue reading...

Content is King

What exactly is a content strategy and how should one go about it? Content strategy consists in the creation, publication, and governance/overseeing of relevant and usable content. An important step to take before deciding what content and what mediums of content to deploy in your website is to DEFINE why you’re publishing that content in […]

Continue reading...

Content Marketing for Comfort Women

For this article, we will show you how to successfully create a content marketing platform. Most experts would advise you to start by writing down your content marketing strategy. This involves thinking about your brand’s story, and what it is you want to share with the specific targeted audience you have in mind. Once you […]

Continue reading...

Online Content Marketing Back to Storytelling

    Ever since content marketing had joined the online world and become the most often used marketing strategy in the digital world, plenty of digital publishing tools as well as hundreds of social media platforms have leveled the playing field for most businesses. Because of this marketers have used these digital publishing tools and […]

Continue reading...