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 IWILLWHATIWANT.com 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

 

 

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