authenticity
The Role of Storytelling in Effective Marketing
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Human beings have been sharing stories since the dawn of time. It’s the way we connect with each other. Stories that create a heart connection are the most successful – when we can imagine ourselves in someone else’s story.
Good marketing has that same effect. Think of Hallmark commercials, for example. Their sweet and nostalgic vignettes strike an emotional chord. Other common responses to ads and commercials include laughter, irritation, or a sense of disbelief.
But whatever the reaction, the marketing has succeeded to some degree because it evoked a response. We saw ourselves, even for a moment, in that story. The reason videos go viral is because those stories successfully capture a moment and trigger a response. Continue reading
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The Difference Between Social Media Marketing and Content Marketing
To put these topics in appropriate relationship to each other, it’s best to begin with a definition of content marketing. The Content Marketing Institute defines content marketing as ‘the creation and distribution of educational or compelling content in multiple formats used to acquire and retain customers.”
What do we mean by “content”? Content can be as short as 140-character tidbits to share on Twitter or it can be long-form white papers, articles, videos, etc. To be valued, the content has to be informational and topic-focused rather than the traditional product focused marketing of the past. Continue reading
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Authentic Marketing 101 for K-12 Publishers
Teachers have long been savvy consumers of educational products.
They can spot marketing jargon and marketers from 100 feet away, and do what they can to avoid both.
K-12 educators don’t generally have a lot of brand allegiance. Their primary concern is - does the product work in the classroom?
Given that educators are particularly resistant to marketing, how should educational publishers begin the marketing and sales process? Continue reading
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