Vergaderen Scheveningen Haven


GUTE-URLS

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Mooiste vergaderplek op Scheveningen, in de haven

 

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