The biggest and most recognizable brands in the world use storytelling to raise brand awareness and build loyalty and trust. It’s often part of a sophisticated content strategy that involves targeting diverse audiences across disparate platforms and channels. This approach often involves big teams and even bigger budgets. But that doesn’t mean that small businesses…
The way we communicate with one another has changed fundamentally since early 2020. Meetings that once occupied fluorescent-lit conference rooms now occur via Zoom. Collaboration and decision-making take place electronically. We depend more on email, chat, and even old-fashioned mail and phone calls. The emergence of new social platforms might lead us to believe that…
We’ve talked at length about how thought leadership can benefit organizations of all sizes. When developed and executed with care, thought leadership can strengthen company culture, add depth and authority to an enterprise content strategy, and provide a platform for big, innovative ideas. All these considerations aside, thought leadership still has an uphill climb. It’s…
Content strategy is the term we use to describe the creation and distribution of content, including written and multimedia material. It came into widespread use in the late 1990s, when the internet provided a new platform for content with unprecedented reach. However, content strategy’s history is much longer, and much more compelling, than the history…
We believe in the power of the business narrative. If you tell a compelling story, chances are you’ll pique people’s curiosity and eventually win their trust. That’s why so many brands and businesses rely on stories to grow their audiences, build loyalty, and, yes, sell something. But how do you craft a narrative for your…
Thought leadership and content marketing are both marketing niches. Thought leadership refers to the contribution of new and innovative ideas to a public and/or industry dialogue. Content marketing is the strategic framework for creating and distributing content. The former is conceptual; the latter is extremely tactical. Because of this distinction, the two niches should not…
Whether you’re a creaky-jointed boomer or a fresh-faced millennial, it’s safe to say that Saturday Night Live has probably made an impression on you. The long-running sketch comedy show has spawned countless careers, franchises, and water-cooler conversations. It runs the gamut of comedy styles, from topical and observational humor to musical satire and prop gags,…
The delicate relationship between subject-matter experts (SMEs) and writers is the stuff of legends. SMEs know the subject matter, which is often complex or highly technical, and writers know how to write. Or at least that’s the prevailing narrative. For copywriters and technical writers in corporate settings, SMEs are an important gatekeeper. They can often…
Nobody was more surprised than we were by the headline “Why the future of storytelling will be democratized.” The Fast Company article by Joe Berkowitz suggests that effective storytelling hinges on expensive high-tech whizbangs, and the “democratization” comes from Kickstarters and similar grassroots campaigns vs. big-name corporate sponsorship. Certainly, big-time brand and business storytelling does…
The 1970s gave us some of the most memorable films ever made, including The Godfather, Network, and One Flew Over the Cuckoo’s Nest. These films and many others inspired generations of creativity in fashion, music, and literature. They also offer numerous lessons for today’s brand and business storytellers. Let’s take a look at the characters…