My favourite article this month came from Joe Lazaukas, musing on what makes content marketing such a powerful strategy at its very core. He pins it down to our innate love of storytelling - but notes that: “The key here is that our brains only respond to really great stories. They don’t care about mediocre ones. The best personalization, sales enablement, or email automation strategy won’t save your business if the content isn’t really good in the first place—because people just won’t care.”
This is something that ought to stick with us. It’s very easy to get sidetracked by excitement over the latest trend or tech - but none of that stuff is what really makes for a successful campaign. The true success stories are built from content that strikes a chord - the content that’s entertaining, enriching, inspiring, or all of the above. Keep these aims at the heart of your strategy, and don’t be afraid to get creative. Once you’ve got that down, the rest will follow.
Here are this week’s top reads:
Live video may seem, at first glance, like a medium with limited applications; but the simple fact of its being live opens up several possibilities to innovate and draw in your audience.
To promote Cisco Webex and Arkadin, our live-action video used a narrative structure based on resolving the pain points of our target audience: IT managers.
With Shutterstock’s prediction that the aesthetics of the past will be a dominant trend this year, it's a perfect time to think about ways of looking to the past to inspire forward-thinking content.
For providers of specialist or niche products and services, it's especially important to use video as part of your business marketing and sales strategy
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