Grabbing readers’ attention, making them think and stimulating them to act is the primary goal of content marketing. To that end, there is much the great writers of the past can teach modern B2B marketing professionals about connecting with readers.
One of the proven formulas for success in the movie business is the continuation of an existing story via sequels. In fact, in 2011, a record 27 sequel films will be released. Audiences love to reconnect with characters and find out what’s going to happen next.
Attending the Playful conference in London last in September 2010 I had the chance to meet with Alexis Kennedy, founder of Failbetter Games, the editor of Echo Bazaar, a text game that has received lots of appraisal. He had very enlighting thoughts about how to articulate games and narratives.
Of late, I've been thinking a lot about visual storytelling and the various ways that the Internet and digital devices like the iPad require us to process information and content. Over the past decade, there has been an astounding rise in the value of visual literacy -- the ability to process information and content that is delivered via images rather than text. When you think about it, all of the most popular forms of new Internet content - whether infographics, casual games or video clips - place a premium on visual storytelling. At the end of the day, the Apple iPad is primarily a device for consuming visual content.
Our brains like stories. That’s not a new theme here at Neuromarketing, but now there’s biometric evidence that supports what the best speakers already know: telling a story keeps the audience engaged.
The images above are from the Lascaux cave in France and are estimated to be about 16,000 years old. I've been playing around with some new images for business cards and thought of images like this when I began my search. To me, they represent two of the most basic things that I talk about:
Marketers gaze in envy at brands like Apple. The firm that began with the Mac has turned their customers into legions of fanatical evangelists. But, without a Steve Jobs at the helm, or with fewer resources than Apple, is building that kind of loyalty possible? I’ve got good news: while having a visionary and charismatic CEO is a big plus, it isn’t necessary to build a fan base, or even a fanatic base. One big secret of Apple’s success lies in an experiment conducted 40 years ago.
Several weeks ago Bloomberg BusinessWeek published an article about Steve Jobs entitled, The Last Pitchman. It documented Jobs’ seemingly inexplicable ability to sell practically anything, as evidenced by his glorious pitch for the iPhone 4, a “new” product which the news media had already gotten hold of and detailed weeks before. I tore the pages out of the magazine as is my habit with content which proffer good fodder for blogposts.