Purpose and metrics of storytelling

B2B organizations “spend roughly the equivalent of 50 percent of the marketing budget on content, and 83 percent plan to increase that investment.” Yet, despite the increased investment, zero percent of these brands feel they are effectively tracking content ROI. That’s right, zero.

All of this data comes back to purpose. What is your brand trying to accomplish? And if you’re moving the needle, how are you going to ensure that your content success ultimately impacts the bottom line?

Storytelling Is Not a Strategy

False averages

Some people like really spicy food. Some people like bland food. Building a restaurant around sorta spicy food doesn’t make either group happy.

It’s tempting to look at pop music, network TV and the latest hot fashion and come to the conclusion that the recipe for success is to focus group everyone, average it up and make something that pleases the big hump in the middle, while not offending most of the outliers.

But few things are up for a majority-rule vote. Instead, the tail keeps getting longer, and choice begets more choice. As a result, people don’t need to abandon their hump to head to the non-existent middle.

Yes, there are true averages (like how high to mount a doorknob). But more often than not, trying to please everyone a little is a great way to please most people not at all.

Screenshot 2017-09-16 14.30.48

source: sethgodin.com

Airbnb global brand


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Airbnb chief marketer Jonathan Mildenhall reveals how the company created its #marketing platform and grew it into a #global brand.

Social content, frequency and timings

“… #posts on #LinkedIn to go out during business hours, focus on #content, not the time of day.” “Similar to LinkedIn, once you publish on #Facebook more than five times per week (for most companies, that’s once per workday) the return on investment drops substantially.”  Really nice read on frequency and timings of social posts. Tx to Robin Wollenberg for sharing. 

 

Medium as publishing platform

If you want to claim your thought leadership on Medium, you need to get involved in the topic and be more than just pushing content

  • On frequent basis publishing and sharing content yourself about specific niche topics, e.g. ‘sustainability linked to automotive’ and ‘EV’ > Medium as a separate channel in the Content Calendar
  • Create a publishing strategy: what publishers on Medium to contact to have your story published https://toppub.xyz/ 
  • Setting up a formatting template: specs for visuals, for quotes, for editing, to make sure all our content items have the same look and feel. In basic Medium looks quite simple, however there are a few option that can make you content visually more attractive
  • Setting up a tagging structure to build upon our leadership
  • Setting up a following strategy: who do we follow and interact with
  • Setting up a sharing strategy: how do we use the platform to share our content and create awareness we are on Medium
  • Setting up a reporting

And the pro’s and con’s of publishing on Medium

Should you publish on Medium… or only on your blog?