Even in the steadiest of times, content marketing can be a difficult field to project forward. The craft is fluid and fast-changing by nature. When customer preferences and behaviors are evolving, which is always, so too must the ways we reach and engage them. Needless to say, predicting what lies ahead for content marketing is especially tough right now, as we wrap up a chaotic year of 2020 and stare into the uncertainty of 2021. That doesn’t mean we won’t try! As organizations lay out plans and strategies for the coming year, it’s vital to get a bead on trends and threadlines that will shape the terrain. Where should content marketers and strategists be setting their sights? Which challenges and opportunities stand out? What will be the keys to success? Content Marketing in 2021: What Top B2B Marketing Influencers Foresee To help you gain some well-rounded insight, we reached out to several leading B2B content marketing experts and influencers with a firm grasp on the discipline and its ongoing evolution. Here are their predictions for 2021: 1 — Ardath Albee: “Interactive Content will Become a Mainstay” @ardath421 I wrote recently here that digital experiences will be a top priority for content marketers in 2021. Veteran marketer Ardath Albee, who currently serves as interim VP of Marketing at Modus, also sees this as a pivotal frontier for content marketers: B2B has gone digital and it’s not going back. Buyers are relying on self-education more than ever. Engagement and experiences are critical for company growth. Interactive content will become a mainstay in Demand Gen and Sales Enablement programs in 2021 and beyond. From virtual product tours to 3D virtual experiences, to value assessments and Digital Sales Rooms – marketers who want to facilitate the end-to-end buying experience with outcomes that prove contribution to revenue will increase focus on interactive content. They’ll up their game, moving beyond quizzes and surveys to content that resonates by getting buyers to actively pursue conversations with the companies that get them involved in what it takes to buy with confidence. [bctt tweet="“Marketers who want to facilitate the end-to-end buying experience with outcomes that prove contribution to revenue will increase focus on interactive content.” — Ardath Albee @ardath421" username="toprank"] 2 — Ty Heath: Accelerating the ‘Right-Brain’ Movement @tyrona Business decisions are made on the basis of both rational and emotional factors. Too often, B2B marketers have over-indexed on the former. Ty Heath, Director of Market Engagement for LinkedIn*’s B2B Institute, anticipates a collective push toward creativity and humanization: For a long time, marketing's view of the world has been very left brain rational. The pandemic will accelerate the shift to a ‘right-brain’ movement. We will see more humor, more storytelling and emotion in B2B marketing in the coming year. We expect to see more brand mascots like Salesforce's feral raccoon-child mascot, Astro. We can look forward to more memorable B2B marketing messages that connect brand to demand. If you are a creative B2B marketer, that's something you can get excited about! [bctt tweet="“We can look forward to more memorable B2B marketing messages that connect brand to demand. If you are a creative B2B marketer, that's something you can get excited about.” — Ty Heath @tyrona" username="toprank"] 3 — Robert Rose: Content-as-a-Strategy on the Rise @Robert_Rose Robert Rose has always been a vocal content evangelist, so it comes as no surprise that the founder of CMI’s Content Advisory foresees a continued push to make content marketing a strategic centerpiece for businesses: The trend of in-housing content-as-a-strategy continues and expands greatly in 2021. We’ll see big growth of content studios within brands to handle all manner of content marketing and content strategy functions. Agencies and Media companies will still be relied on, but to fill more niche-oriented “skill positions” and initial “strategy”. As such, companies will start to demand more cross-functional skills from their content marketing teams. [bctt tweet="“Companies will start to demand more cross-functional skills from their content marketing teams.” — Robert Rose @Robert_Rose" username="toprank"] 4 — Christopher Penn: “The Top Challenge? Screen Fatigue.” @cspenn People consumed more digital content out of necessity in 2020, with little else to do amid pandemic-driven shutdowns. While this created new opportunities for brand visibility and engagement, it also contributed to a sense of burnout from living life through our computers and devices. Christopher Penn, Co-founder and Chief Data Strategist for Trust Insights, believes that overcoming screen fatigue will be an imperative for content marketers in 2021: I have no idea what to predict for 2021 — and neither does anyone else, if we're honest. But I can tell you what's happening now and what we're doing about it. We did a survey to our audience a couple of weeks ago and asked what the top challenges they're facing heading into 2021 are. The top challenge? Screen fatigue. No one wants more podcasts, more videos, more livestreams, more time on their devices. Literally no one. So all the marketers who pivoted in 2020 to making podcasts, videos, livestreams, etc. are facing substantially diminished audience interest. What do people want? Content they can consume faster. Want to know what the top converting channel was for us in 2020? Our email newsletters — and not by a small margin. Email was responsible for 56% of all our conversions in 2020 — and we're not alone. The perennial meme is "this meeting could have been an email." Apply that thinking to your livestreams, podcasts, vlogs, videos, interactive events, etc. Are you doing anything that REQUIRES that medium, or just doing it because it's what all the cool kids seem to be doing? [bctt tweet="“The perennial meme is 'this meeting could have been an email.' Apply that thinking to your livestreams, podcasts, vlogs, videos, interactive events, etc.” — Christopher Penn @cspenn" username="toprank"] 5 — Michael Brenner: “Committed Brands Are Going to Win Big” @BrennerMichael There’s no need to reinvent the wheel, according to Marketing Insider Group CEO Michael Brenner. He suggests that content marketers who simply lock down the fundamentals and invest in success will be poised to take the lead: Go big or go home! In 2021, committed brands are going to win big in content marketing. There's so much noise out there. And yet, there are amazing B2B content marketing examples who have grown massive audiences and delivered marketing ROI. What do they do differently? Just the basics: 1.) They publish keyword-focused blog posts consistently. 2.) They mix in long form and short form content. 3.) They co-create stories with customers, executives, influencers, and partners. 4.) They focus on building subscribers. 5.) They measure ROI [bctt tweet="“In 2021, committed brands are going to win big in content marketing. There's so much noise out there. And yet, there are amazing B2B content marketing examples who have grown massive audiences and delivered marketing ROI.” @BrennerMichael" username="toprank"] 6 — Melanie Deziel: “Doubling Down on Video and Live Video” @mdeziel Many content marketers who were holding off on video marketing tactics, including live-streaming, took the plunge in 2020 out of necessity. Melanie Deziel, Chief Content Officer for StoryFuel, is heartened by this development and expects to see it carry over into next year: If I had to find a silver lining of 2020 for marketers, it would be the fact that we increased our agility and adopted new ways of communicating with our audiences. I’ve been particularly impressed by how many brands have fully embraced video and live video. I hope marketers retain this mentality in 2021, doubling down on video and live video, and exploring still more formats for communicating with our audiences: quizzes, maps, timelines and more. [bctt tweet="“I hope marketers retain this mentality in 2021, doubling down on video and live video, and exploring still more formats for communicating with our audiences: quizzes, maps, timelines and more.” — Melanie Deziel @mdeziel" username="toprank"] 7 — Carla Johnson: Innovation Through Smart Risks @CarlaJohnson Experimentation and a willingness to learn through failure are instrumental to breaking new ground. Marketing & Innovation Strategist Carla Johnson feels that the disruption and demands of 2020 forced many content marketers to back away from taking risks, understandably, but hopes to see a big rebound next year: Every content marketer has greater pressure to evaluate, measure and report on how, how much, when, where and why customers connected with their brands in 2020. The year was about being nimble, responsive and methodical with execution. There was no room for trial and error. For 2021, B2B content marketing will be about taking smart risks that lead to more innovative work. They’ll take inspiration from brands that have pushed the envelope with candor, openness, empathy and even humor. With so much that didn’t work, they’ll be able to get rid of projects that don’t deliver and free up at least portions of budgets to begin to experiment. These tiny experiments will lead to more creative ways that solve problems for customers that shake the stereotype that B2B means ‘boring to boring.’ [bctt tweet="“For 2021, B2B content marketing will be about taking smart risks that lead to more innovative work.” — Carla Johnson @CarlaJohnson" username="toprank"] 8 — Amy Higgins: Co-Creating More Content with Customers @amywhiggins Amy Higgins, Director of Content Strategy at Salesforce (and TopRank Marketing alumni) sees more co-creation of content with customers as key to building brand loyalty: Many things have changed this year — including how marketers have embraced digital channels and tapped into the emotions of our audience. Our job as B2B content marketers has always been to help fill the pipe by bringing in new audiences, keeping them engaged, and moving them toward the next step of their buyer’s journey. However, in 2021, I predict that will change. We will focus not only on educating new audiences. But, we will expand our focus to further help our existing ones. Customer acquisition will still have a place at the table, but the guest of our honor will be our customer. This year we will co-create more content with our customers and for our customers to help strengthen loyalty and build evangelism. [bctt tweet="“We will co-create more content with our customers and for our customers to help strengthen loyalty and build evangelism.” — Amy Higgins @amywhiggins" username="toprank"] 9 — Lee Odden: Optimize for Findability, Credibility and Experience @leeodden Our CEO and co-founder Lee Odden sees an opportunity in 2021 for B2B marketers to raise the bar on their content marketing by optimizing customer experiences with more findable, credible and experiential content: History will remember 2020 as a year many want to forget with many B2B marketers struggling to manage uncertainty and brand distrust, overloaded communication channels and a buyers' accelerated expectations of digital experiences. And yet, some B2B marketers have not only survived 2020, but thrived - including our own agency TopRank Marketing. I predict that many of the lessons we've learned from creating trusted content that reaches and engages B2B customers for some of the top B2B brands in the world will become the new normal in 2021. Findable - SEO is more important than ever for B2B content marketers as buyers increasingly rely on digital channels like search to find the information they need across the entire sales journey. Fresh topic research to reflect new buyer preferences plus content and link optimization will raise the bar on being the best answer for customers at the very moment of need. Credible - Buyers' increasing distrust of brand marketing and messaging plus the shift towards digital channels has accelerated the impact that subject matter experts are having with content credibility, quality and distribution. B2B brands will raise the bar on content credibility by partnering with external influencers while building the internal influence of their executives through content collaborations. Experiential - Video has become the price of entry for B2B customer attention but there's more to creating great marketing experiences and in 2021 successful B2B brands will raise the bar on customer experience with better virtual events, personalization, episodic brand content, more interactive content and increasingly collaborative content. [bctt tweet="“The lessons we've learned from creating trusted content that reaches and engages B2B customers for some of the top B2B brands in the world will become the new normal in 2021.” — Lee Odden @LeeOdden" username="toprank"] Cheers to a New Year in 2021 This is an exciting time to be in content marketing. We have an opportunity to shape the “new normal” and further solidify the function as a business strategy cornerstone. Carve your own path in 2021, but heed the words and advice of these bright business minds who’ve seen many twists and turns in the journey of content marketing, and will help guide us through those to come. For more 2021 B2B marketing predictions, be sure to check out 12 Top B2B SEO Trends & Predictions for 2021 and 14 Expert B2B Influencer Marketing Predictions for 2021. *LinkedIn is a TopRank Marketing client. The post Top B2B Marketers Share their Content Marketing Predictions for 2021 appeared first on B2B Marketing Blog - TopRank®.
5
You can’t judge a book by its cover. You can judge it based on peer recommendations. Here are 67 picks for a great bookcase to improve your content marketing, expand your marketing prowess, and gain inspiration. Continue reading → The post 67 Book Picks for the Ultimate Content Marketing Library appeared first on Content Marketing Institute.
5
Doing the hard work of content marketing doesn’t require being grandiose or controversial. But it does require “being more.” Only then can you have positive impact on your audience, your brand, your team, and even yourself. Continue reading → The post The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More) appeared first on Content Marketing Institute.
The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world's strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual. Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns. A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers. List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year's Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms. The focus topic in question is most definitely "content marketing," and everyone included on this list is: A speaker at #CMWorld 2020 Ranked in the top-50 for "content marketing" according to relevance, resonance, reach and audience metrics People always thank me for including them in these lists and there's no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general. Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe. In this year's list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond. 50 Content Marketing Influencers Speaking at CMWorld 2020 Julia McCoy @JuliaEMcCoy CEO, Express Writers Presenting: How to Build an Online Audience Through Powerful, Consistent Search Optimized Content Creation Christopher Penn @cspenn Co-Founder & Chief Data Scientist, Trust Insights Presenting: Practical Applications of AI in Content Marketing Lee Odden @leeodden CEO, TopRank Marketing Presenting: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands Michael Brenner @BrennerMichael Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group Presenting: Content Optimization & Distribution Strategies - Mapping Content to the Buyer Journey (and ROI) Pam Didner @PamDidner Author, Founder & VP of Marketing, Effective Sales Enablement Presenting: 3 Trends You Can't Ignore As a Content Marketer Presenting: Ask Me Anything With Pam Dinner Christoph Trappe @CTrappe Chief Content & Marketing Officer, The Authentic Storytelling Project Presenting: How to Make Sure Your Company Ranks in Voice Search Ann Handley @MarketingProfs Chief Content Officer, MarketingProfs Presenting: Ask Me Anything With Ann Handley Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years Viveka Von Rosen @LinkedInExpert Co-Founder & Chief Visibility Officer, Vengreso Presenting: Ask Me Anything With Viveka von Rosen Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel Bernie Borges @bernieborges Chief Customer Officer, Vengreso Presenting: How to Develop an Account Based Podcasting Content Plan that Drives Revenue Robert Rose @Robert_Rose Chief Strategy Advisor, Content Marketing Institute Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years Presenting: Ask Me Anything With Robert Rose Presenting: Content Marketing 101 – Let’s Begin Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients Presenting: Welcome to Content Marketing World 2020 Dennis Shiao @dshiao Marketing Consultant, Attention Retention Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy Erika Heald @SFerika Marketing Consultant, Erika Heald Consulting Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing Melanie Deziel @mdeziel Chief Content Officer, StoryFuel Presenting: Ask Me Anything With Melanie Deziel Presenting: More Brain, Less Storm: The Power Of The Creative Process Andrea Fryrear @AndreaFryrear Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects Jay Baer @jaybaer Founder, Convince & Convert Presenting: Ask Me Anything With Jay Baer Presenting: Courageous Content: 6 Ways to Get Noticed Amidst the Noise Jay Acunzo @jayacunzo Founder, Marketing Showrunners Presenting: Start Here: How to Make Things that Make a Difference by Changing How You Begin Andy Crestodina @crestodina Co-Founder & CMO, Orbit Media Studios Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions Presenting: SEO Workshop A. Lee Judge @ALeeJudge Co-Founder & CMO, Content Monsta Presenting: Ask Me Anything With A. Lee Judge Presenting: Be Content Jonathan Crossfield @Kimota Content Writer & Storyteller, Freelance Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should) Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs Kathy Klotz-Guest @kathyklotzguest Founder, Keeping It Human Presenting: Fearless Content Teams: Creating a Safe Place for Unsafe Ideas Joe Pulizzi @JoePulizzi Founder, Content Marketing Institute Presenting: Ask Me Anything With Joe Pulizzi Presenting: Keynote - Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model Brian Fanzo @iSocialFanz Virtual Keynote Speaker, iSocialFanz Presenting: What Podcasting & TikTok Can Teach Us About Creating Empathetic Content! Amy Balliett @AmyBalliett Founder & CEO, Killer Visual Strategies Presenting: Marketing to Gen V: Engaging the Visual Generation Rich Schwerin @Greencognito Senior Content Strategist, Autodesk Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy Amanda Todorovich @amandatodo Senior Director of Digital Marketing & Health Content, Cleveland Clinic Presenting: #CMWorld Cleveland Clinic Health Summit Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic Zari Venhaus @zvenhaus Director of Corporate Marketing Communications, Eaton Presenting: Developing Global Content for Local Audiences Amber Naslund @AmberCadabra Principal Consultant, Content Solutions, LinkedIn Presenting: Digital Doubt: Fighting Imposter Syndrome in a Hyperconnected, Content-Saturated World Luvvie Ajayi Jones @iLuvvit New York Times Bestselling Author & CEO, AweLuv Inc. Presenting: Keynote Nancy Harhut @nharhut Co-Founder & Chief Creative Officer, HBT Marketing Presenting: 10 Human Behavior Hacks that Make Your Email Crazy Effective Andrew Davis @DrewDavisHere Keynote Speaker & Best-Selling Author, Monumental Shift Presenting: Ask Me Anything With Andrew Davis Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace Cathy McKnight @cathymcknight VP of Strategy & Consulting, The Content Advisory Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share - A Tech Company's Guide to Effective Content Marketing Tamsen Webster @tamadear Founder & Chief Message Strategist, Find The Red Thread Presenting: Ask Me Anything With Tamsen Webster Presenting: Pressure Test Your Message Val Swisher @valswisher Founder & CEO, Content Rules, Inc. Presenting: The Personalization Paradox Giselle Abramovich @GAbramovich Executive Editor of Enterprise Thought Leadershhip, Adobe Presenting: Trade Secrets: How the World's Most Successful Content Marketers Deliver Results Tim Riesterer @TRiesterer Chief Strategy Officer, Corporate Visions Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers Sydni Craig Hart @SydniCraigHart CEO, Smart Simple Marketing Presenting: Ask Me Anything With Sydni Craig-Hart Presenting: Compelling Multicultural Marketing: What You're Missing, What's Working Now and How to Get Results Ardath Albee @ardath421 Interim VP of Marketing, Modus Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers Presenting: Take a Sales Enablement Approach to RevOps Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions Liz Willits @lizwillits Founder, Liz Willits Presenting: Email Automation Crash Course: How to Create Emails People Want to Read Zontee Hou @ZonteeHou Head of Strategy, Convince & Convert Presenting: Financial Services Forum Maureen Jann @NeoLuxeMo Chief Marketing Strategist, NeoLuxe Marketing Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs Doug Kessler @dougkessler Creative Director & Co-Founder, Velocity Partners Ltd Presenting: Let's Steal from The World's Most Awesome Content Jared Johnson @jaredpiano Founder & Content Producer, Shift.Health Network Presenting: #CMWorld Cleveland Clinic Health Summit Ashley Zeckman @azeckman Senior Director, Inprela Communications Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend Ahava Leibtag @ahaval President, Aha Media Group Presenting: Writing with No Respect: Find Out What it Means to Me Christine Michel Carter @cmichelcarter Strategy Consultant, Minority Woman Marketing LLC Presenting: Ask Me Anything With Christine Carter Presenting: Creating Authentic Content for a $1.5 Trillion Audience Carmen Hill @carmenhill Principal Content Strategist & Writer, Chill Content Presenting: Combining Story + Structure to Create a Sustainable Content Marketing Strategy Laura Ramos @lauraramos VP & Principal Analyst, Forrester Research Presenting: Drive Your Content Transformation From The Bottom Up Shafqat Islam @shafqatislam Co-Founder & CEO, NewsCred Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever Jennifer Jordan Robustelli @jenastelli VP & Head of Content, USA, Babbel Presenting: Flood The Zone! A New System For Creating Compelling Social Video Jacquie Chakirelis @JacquieChak Director of Digital Strategy, Quest Digital Presenting: Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you'll consider the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of content marketers that influence you most in the comments section below. To further your own content marketing expertise, here's a bonus list of some of our best recent posts about content marketing: How to Win at B2B Influence With The Magic of Content Co-Creation Your Guide to Effective Storytelling in B2B Content Marketing 5 Steps for a More Powerful B2B Content Marketing Strategy 7 B2B Content Marketing Tactics For Long Term Success How to Optimize Original B2B Research Content For Credibility and Impact A Day in the Life of a Content Marketer During the Pandemic: Challenges and Tips If you'd like to learn more about creating a successful B2B influencer marketing campaign, you're in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details: Tuesday, October 13th – 4:00pm – 4:30pm Eastern Workshop with Lee Odden & Ursula Ringham, Global Head of Influencer Marketing at SAP Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference. The post 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld appeared first on B2B Marketing Blog - TopRank®.
In the marketing world, a change in a social media platform algorithm is a breaking news event.Brands’ heavy reliance on Facebook, Twitter, Instagram, LinkedIn, etc., as content distribution platforms means even a slight change tightens the social media cuffs around marketers’ hands.Be the turtle, not the hareOften, the initial panic inflates the impact of the change, and making an immediate adjustment in response to the alarm can do more harm than good.By staying steady, and carefully measuring impact, you can make more informed adjustments to your strategy based on real results, not rumors.An algorithm could change your success both positively and negatively, but so could many other factors – including type of content, quality of content, or key events.
And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.Featuring: Robert Rose, Nichole Kelly, Tim Washer, Ellie Mirman, Peter Krmpotic and Tamsen WebsterFeaturing: Amanda Todorovich, Courtney Cox, Eli Schwartz, Jay Acunzo, Carla Johnson, Heather Pemberton Levy, Zari Venhaus and Andy CrestodinaFeaturing: Ann Handley, Melanie Deziel, Mitch Joel, Michelle Park Lazette, Pam Didner and Dave CharestContent Marketing Amplification & DistributionFeaturing: Ian Cleary, Lee Odden, Vishal Khanna, Juntae DeLane, Doug Kessler, Joe Pulizzi, Justin Levy and Heidi Cohen
Opinions expressed by Entrepreneur contributors are their own.Prior to becoming a full-time branded content consultant and speaker, Melanie Deziel leveraged her degrees in journalism from the University of Connecticut and Syracuse University to lead the content creation and strategy for The New York Times, HuffPost Partner Studio and Time Inc’s portfolio of 35-plus media properties.At Social Media Marketing World 2018, I had a chance to catch up with Deziel to discuss the differences between marketing and storytelling, which are often mistaken as being one in the same.In the interview above we discuss the following key differences and strategies around both tactics including:Marketing is trying to sell whereas storytelling is trying to connect, entertain or inspire your audience.The reality is that most C-suite executives aren’t consuming Snapchat or Instagram Stories on the regular, which is why a clear distinction should be made.
When Melanie Deziel’s New York Times colleagues tweeted “impressively produced” and “can’t believe I’m sharing a paid post … even mobile-friendly” about a native ad that she and her team had created, she knew T Brand Studio had gotten some things right.What we talk about when we talk about native advertisingI confess, as a word nerd, I fell in love with Melanie when she declared marketers have forgotten that “native” is an adjective and it describes advertising.(Some marketers avoid – even loathe – the term “branded content” because it “gives agencies permission to keep talking about themselves, adding a bit of storytelling to product pitches.”)To get clear about what she’s talking about when she talks about native advertising, let’s look at each word.“Native” means indigenous, belonging to an environment.
More

Top