A How-To Guide for Creating a Killer Content Program

Posted by Krista McComas Rowe

Mar 2

Storytelling can be tough.  Really tough.  One of the biggest challenges in storytelling through content is not only connecting with your audience, but building that connection in such a way that spurs your audience into action.

The following are best practices to live by for creating a successful content program, along with examples of recent client work The Story Lab (the company I work for) did for Chevrolet.  The goal for this campaign was to create awareness and an emotional connection with the Chevy Cruze’s millennial target persona, and to inspire that target to share the videos with their social network.

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Topic Categories: content marketing

5 Reasons You Need Influencers to Revive Your Content Marketing

Posted by Krista McComas Rowe

Feb 9

5 Reasons You Need Influencers to Revive Your Content Marketing

More and more consumers are turning to social media channels as their primary source of news and entertainment content.  But thanks to the algorithm updates on social platforms such as Facebook and Instagram, only a small percentage of your 100,000 followers may actually see your brand’s message, particularly if that message is pushing a product or using any of the same content from your traditional advertising.  Brands need to get creative if they want to break through the clutter.  They need to go beyond traditional digital marketing and enlist passionate subject matter experts to speak on their behalf and in the appropriate channels.

Enter: Influencer Marketing.

Influencer Marketing is “partnering with social content creators, those with key audiences on Facebook, Twitter, Pinterest, YouTube, and Instagram, to help brands connect and engage with consumers through an authentic and trusted source.” (Source: TapInfluence).

Over time the influencer builds a relationship with their followers.  They form a bond of admiration, loyalty and trust which is built on the values and interests they share with their following.  Big brands will often hire influencers to extend their own marketing efforts, either to push out the brands content or create additional content along the same theme. 

Read on for the top 5 reasons to use influencers as part of your overall content plan.

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Topic Categories: content marketing

3 Secrets to Great Storytelling

Posted by Krista McComas Rowe

Feb 6

3 Secrets to Great Storytelling // Advice from INBOUND 2016

As marketer and storytellers one of the biggest challenges we face is gaining (and keeping) the attention of our audience.  The solution lies in putting your audience at the center of your storytelling.

Knowing what your audience is feeling, using a relatable main character, and writing in a way that lifts your audience up are all key storytelling components that can make or break your bond with your audience, and thus your content’s performance.  To truly connect and form a relationship with your audience through customer-centric content you must (1) Listen to what’s happening in social media, (2) Choose a main character that emulates your target, and (3) Infuse positivity into your writing. 

[These themes and slides have been pulled from talks given at HubSpot’s INBOUND 2016 conference.  Of all the storytelling advice at the INBOUND 2016 conference, these are the three topics I found most impactful. (See the INBOUND 2016 Content Library for more)]

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Topic Categories: Storytelling

How to Create a Successful Content Campaign (That People Will Actually Watch and Share)

Posted by Krista McComas Rowe

Nov 5

Editor's note: Krista McComas Rowe is an MBA student at Wayne State's School of Business in Detroit, MI and has taken ISM 7505: Inbound Information Technology.

As content marketers, there is nothing more frustrating than pouring your heart and soul into launching your content program only to see it fail miserably at generating any views or driving any traffic. Getting your content found and shared organically is often a huge challenge and this post is intended to identify the major pitfalls throughout the content creation and syndication process.

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Topic Categories: Video

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