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MarketingProfs – A Brand Storytelling Framework From Rudolph the Red-Nosed Reindeer

 

 

 

By Ann Handley
December 20, 2018

The beloved American children’s classic Rudolph the Red-Nosed Reindeer was published in 1939 by the Montgomery Ward department store. So it’s tempting to think of it—like Campbell’s Green Bean Casserole—as yet another lasting piece of seasonal content marketing.

Except Rudolph is so much more than that. Journalist Roy Peter Clark looks at what he learned about writing and storytelling from Rudolph. When we look at it through a marketing lens, too, it’s also a handy framework for telling our own brand stories.

(Of course, you can also look it through a woke 2018 lens, because the story of an adolescent deer who was shamed and bullied until he had something everyone wanted is problematic, when you think about it. But that’s a story for another website.)

First, a quick recap of the plot for those who don’t know the story (or those who need a refresh):

  1. Rudolph is a young buck born in the North Pole with an unusual superpower/value proposition: a glowing red nose. He’s mocked by his peers; his flight coach casts him out of the squad; his parents are ashamed. Only a hot young doe named Clarice shows him any kindness.
  2. Then one foggy Christmas Eve, the fog as thick as pea soup threatens to ground Santa. As a cranky Santa delivers his plan to cancel Christmas, he’s annoyed by the glow of Rudolph’s bright nose. At which point he realizes that Rudolph is the perfect lead for his reindeer sleigh team.
  3. “You in?” Santa asks. “Sure,” Rudolph says. He saves Christmas for Santa and for children worldwide.
  4. Rudolph becomes the celebrated hero and gets a song, animated TV special, movie, franchise deal, and verified Instagram account. (Just kidding about that last one.)

There are other details, but that’s the gist. So… what’s that have to do with marketing?

Well, let’s break it down.

See full story: http://ow.ly/FlQG30n3SlY

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MarketingProfs – New and Exciting Ways Brands Are Using AI on Social Media

 

 

 

By Paul Herman
November 26, 2018

Artificial intelligence (AI) may not take down the human race like it does in the movies, but it is primed to change the world as we know it. The true impact of AI has yet to be felt, but it’s no longer just movie magic… it’s reality.

There are real implications and benefits to its use, and marketing will be one of the many disciplines affected the most: 47% of companies agree that those who don’t invest in AI are at risk of being pushed out by competitors, according to Forbes Insights.

For Marketing, this evolving technology will open doors for automating processes and delivering more personalized experiences across platforms—including ones we haven’t even dreamed of yet.

Fully 60% of enterprise marketers said they plan to use AI in their content marketing this year, and 32% said marketing technologies must integrate AI into their workflow, according to a recent report from martech company BrightEdge. They voiced that AI would help them gain a better understanding of their customers, increase productivity and save time, and create better performing content.

See full story: http://ow.ly/GRl330mMdd7

Content Marketing Institute – How to Build a Smart Yet Simple Social Media Marketing Plan [Template]

 

 

 

 

By Jodi Harris

November 6, 2018

Editor’s note: Given the ongoing need for brands to use social media strategically, we are sharing this article updated from its original publication last year.

Concerned about how Facebook’s latest algorithm updates might affect your brand’s performance on the platform? Questioning where your Facebook ads might appear across its network of sites, including on Instagram and Messenger? Curious as to whether user trust has deteriorated to the point where social media is no longer a safe space for your brand to play at all? You’re not alone.

Brands typically have a lot of questions when it comes to marketing to consumers on any third-party content platform. Social media can be particularly puzzling as the rules, opportunities, audiences, and value propositions vary greatly from one channel to another – and can shift gears abruptly without a moment’s notice. But one thing that can make your decisions more straightforward is establishing a channel plan – an advanced directive for how your brand can and should distribute its content marketing efforts on rented channels like social media, and what you expect to achieve.

See Full Story: http://ow.ly/Wl4B30myU99

 

CMSWire – What is the CMO’s Technology Strategy for 2019 and Beyond?


 

 

By

October 12, 2018

According to an August survey, released by Forrester Consulting and Accenture Interactive, CMOs have more technology than they know what to do with, and a simultaneous mandate to drive a sound technology strategy and make their brands more human. It may sound like a paradox, but it’s the reality facing CMOs in 2019. “The opportunity to create emotive and powerful experiences for customers is out there, but only if the CMO collaborator can inspire customer-centric thinking that resonates with a positive brand experience across all lines of business,” researchers at Forrester and Accenture wrote.

But How? “By creating organizational alignment, a customer-obsessed culture, and a technology suite that enables and encourages innovation and real-time change.”

See Full Story: http://ow.ly/iFl530mdkYL

 

Content Marketing Institute – If Your Content Doesn’t Have This, the Majority Won’t Trust It [Research]

 

 

 

 

By Ann Gynn

October 4, 2018

Is your content trustworthy?

Is your content persuasive?

If your content doesn’t include data, it is less likely to be trusted, persuasive, or even read. That’s based on the findings from an August survey of 1,054 U.S. adults released this week by SurveyMonkey Audience:

  • Three-fourths of adults say content with data is more trustworthy than content without. (Interestingly, 5% say data-backed content is less trustworthy.)

Three-fourths of adults say #content with data is more trustworthy @SurveyMonkey #research. (click to tweet)

  • Almost three-fourths (73%) say content with data is more persuasive (6% say it’s less persuasive).

Persuasive #content? It’s better with data, says 73% of adults in @SurveyMonkey #research. (click to tweet)

See Full Story: http://ow.ly/JAi730m6llV