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How to Tell an Unforgettable Brand Story
When it comes to brand storytelling, no one wants to be a one-hit-wonder. A prime-time Superbowl ad campaign might go viral the next day on Twitter, but without a consistent brand message that engages your audience long after the main event, the connection you’ve sparked with those potential customers will ...
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Prove It: Using Content as Evidence of Your Most Important Claims
Melanie Deziel (Chief Content Officer, StoryFuel) opened her Content Marketing World 2021 session with a tough pill for marketers to swallow. "Your audience doesn't trust you," she matter-of-factly stated to a packed room of content creators, publishers, and marketing storytellers.Deziel goes on to cite a jarring 4As study that states ...
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4 Ways to Build Brand Salience Through Storytelling
Creating brand distinctiveness—for challengers and even legacy organizations—is more attainable than ever.Stories can’t stand still. With enough skill, passion and resources, brands can become more salient and grow, or begin to lose their salience, become noise and decline. Salience—the quality by which something comes top of mind at the all-important ...
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10 Steps to Optimize Your Content Marketing Program for ROI
Industry legend and CEO of Marketing Insider Group Michael Brenner opened his presentation at this year’s Content Marketing World conference with a warning to marketers: don’t just keep doing what you’ve done before, relying solely on what’s worked for you in the past. According to Brenner, that’s the biggest challenge he’s ...
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How Ann Handley Tells True Stories Well
When endeavoring to tell true stories in content marketing, it can be easy to fall into a pattern of: present the facts and the figures, get straight to the point, and get out. Yet in our quest for precision, are we inadvertently creating messaging that works against our goals? In her ...
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Top 3 Tips for Marketing Success During an Uncertain Holiday Season
Brands like Shein and Sephora have found success during the holiday shopping season by “overcommunicating” with customers, testing and doing more with less.Businesses are currently in the home stretch of holiday planning, but is “back to normal” just around the corner? After all, at this time in 2020 major retailers ...
