Internet Marketing Strategy 2.0
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Internet Marketing Strategy 2.0
Bottom-up, consumer-centered online marketing strategy news
Curated by Robin Good
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Stop Thinking About What To Write About, Start Doing It: The Story of Dave Gorman

Stop Thinking About What To Write About, Start Doing It: The Story of Dave Gorman | Internet Marketing Strategy 2.0 | Scoop.it
Robin Good's insight:



Translate this idea to your specific reality, niche or industry and you have a great approach that integrates storytelling in its DNA and a fantastic way to always have interesting and attention-grabbing content for your readers.


The story of Dave Gorman, a British stand-up comedian, goes like this:


"...instead of trying to think of interesting things to write about for his act, he would do interesting things – and then write about those.


It turns out that people are far more interested in the weird or exciting things you’ve done that in the weird or exciting things you’ve just thought about."


A simple idea like this can truly transform the way you approach writing and the creation of content to build your own reputation and credibility online.


"In other words, doing interesting stuff makes you an interesting person to follow."


Thanks to Ian Brodie for this article of 2012, but as valuable to read now as it was then. 



Inspiring. 8/10



Full article: http://www.ianbrodie.com/marketing/interesting-content/ 


Reading time: 4':35" 





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Deborah Fillman's curator insight, October 21, 2014 2:26 PM

Have you done anything interesting lately? Don't get hung up on what "interesting" means--remember, Larry David and Jerry Seinfeld created an entire series around seeing the "interesting" and amusing in the mundane things we do everyday. Few of us have the freedom (or money) to travel the globe doing interestingly mundane things, but we DO things every day that are more interesting than we might think!

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Great Video Storytelling Examples: Google Stories

The video is in French, but the story can be understood by anyone. 

Robin Good's insight:




When I talk about story-telling in my courses and workshops, people think immediately that they need special tools to put together images, text and video that can facilitate this task.


Story-telling is both so engrained in our human culture and yet so far removed from our typical marketing approaches that most people selling something online peddle and scream rather than doing what their fathers and grandfathers have done for centuries to sell their properties, skills and products: telling great stories that engage listeners.


Google has done a wonderful job in creating and maintaining a unique collection of self-produced story-telling examples in the form of a growing set of short videos (most are less than 2 mins long).


By viewing them you not only live through an intense, often touching emotional story, but - on the side - without ever pushing it - you get to see how vital and useful Google services can be inside people lives. 


The same thing you and me should be doing when promoting our own products and services. Story-telling.


Inspiring. Excellent work. 9/10


Check out the Google Stories channel here: http://www.youtube.com/user/SearchStories/videos 




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Alessio Carciofi's curator insight, December 10, 2013 4:15 AM

great video ...by @Robin Good

Julien Pepiot's curator insight, December 10, 2013 5:02 AM

Joli exemple de #Storytelling pour le compte #Google avec Laurent Aigon : http://bit.ly/1e2EN2n

corneja's curator insight, December 14, 2013 6:00 AM

Awesome!  Thanks, Robin.

 

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Content Marketing: The Hero's Journey As An Effective Storytelling Plot

Content Marketing: The Hero's Journey As An Effective Storytelling Plot | Internet Marketing Strategy 2.0 | Scoop.it
Robin Good's insight:



James Carson on SmartInsights outlines the value of adopting a story to be more effective in selling your brand, products or services. He specifically points to a specific story plot generally known as the "hero's journey".


This is a story pattern that can be found in tens of popular stories around 

the world.


From Homer's Odissey to Star Wars you can see the same story pattern at work.


You "can use this kind of story arc in a content marketing strategy through switching the protagonist with the customer, and then offer mentorship through the content, and the promise of reward (or quest completion) from the product."


Useful. 8/10


Full article: http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/ 



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Roger Ellman's curator insight, September 26, 2013 5:59 AM

I include this is the ServingExperience collection because a company that exists, follows and thrives upon the ServingExperience way will have a story, and stories that are sincere and true (essential for them to work for a company) and these will also (need to) be truly embraced from CEO to kitchen towel supply supervisor - then and only then does story, brand and reputation float on the high seas of the marketplace. 

FredGodefroy's curator insight, September 28, 2013 10:07 AM

Toutes les bases d'une bonne histoire résumé en quelques mots. J'adore !

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Create Great Video Stories with the New Google Story Builder

Create Great Video Stories with the New Google Story Builder | Internet Marketing Strategy 2.0 | Scoop.it
Collaboration has gone Google. Create a story and then share your video.
Robin Good's insight:


Google Story Builder is a great and very easy-to-use tool that allows you to create video clips that playback a story you have built between two or more characters with simple text phrases.


The final video can be shared directly on Google+ on shared as a link anywhere you like (unfortunately, no preview or thumbnail is shown when I have tried to share a video created with StoryBuilder on Facebook).


A great tool.


Free to use. (it looks like you don't have even have to register or log in to use it).


Try it out now: http://docsstorybuilder.appspot.com/



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Lino's curator insight, July 12, 2013 4:13 AM

Es una aplicación potente y muy fácil de usar que nos permite crear clips de vídeo reproduciendo una historia  con frases de texto que hayamos ideado entre dos o más personajes.

 

El video final se puede compartir directamente en Google+ o como un enlace para cualquier sitio que deseemos (por desgracia, no se muestra una vista previa o miniatura cuando se trata de compartir vídeo creado con StoryBuilder en Facebook).

 

Una gran herramienta.

 

De uso libre. (No tenemos que registrarte o iniciar sesión para acceder a ella).

 

Pruébalo: http://docsstorybuilder.appspot.com/

Richard Evans's curator insight, July 17, 2013 5:20 AM

Stories are a power communication strategy. 

N Kaspar's curator insight, August 11, 2013 6:08 AM

A tool to use for digital story telling.

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How StoryTelling Helps Your Fans To Sync-Up With The Ideas You Want Them To Use

How StoryTelling Helps Your Fans To Sync-Up With The Ideas You Want Them To Use | Internet Marketing Strategy 2.0 | Scoop.it

"A good story can make or break a presentation, article, or conversation. But why is that?" 

Robin Good's insight:



Here is why storytelling is so effective and uniquely powerful.  


Bufferapp co-founder Leo Widrich has written, back in 2012, a very interesting and informative article on the topic. Here a few passages from it: 


"When we tell stories to others that have really helped us shape our thinking and way of life, we can have the same effect on them too.

The brains of the person telling a story and listening to it can synchronize, says Uri Hasson from Princeton:


"When the woman spoke English, the volunteers understood her story, and their brains synchronized. When she had activity in her insula, an emotional brain region, the listeners did too. When her frontal cortex lit up, so did theirs. 


By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners' brains."


A story, if broken down into the simplest form, is a connection of cause and effect. And that is exactly how we think. We think in narratives all day long, no matter if it is about buying groceries, whether we think about work or our spouse at home. We make up (short) stories in our heads for every action and conversation."



Truthful. Inspiring. Very useful. 8/10


Full article: http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains 


Reading time: 7':30" 






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Janice Mobsby's curator insight, February 17, 2014 5:29 PM

I love "Story Telling"... Most of the time my articles are written in story line..It's fun to write & fun to read...Always make sure there is a point to your story..That's the idea..

 

Thanks for sharing..:)

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Why Storytelling Is The Future of Marketing

Robin Good's insight:



Jennifer Aaker does a great job of visually illustrating in a 5-minute clip why storytelling is so effective when it comes to communicating and marketing effectively with your customers.


"...stories are more meaningful–more memorable, more impactful, and more personal–than statistics alone..."


a) By packaging information into engaging stories, readers have the opportunity to memorize better what you are telling them, and to identify more with the situation and issues you are solving. 


b) Studies show that people are more willing to listen to, trust and buy from those people who have stories that they believe in. 


c) Emotions drive decisions and we rationalize them only after having made them.


These are just some of the reasons why, storytelling comes back to regain its original marketplace role: the driver of good conversations around which business is made.



Excellent video. Highly recommended. 9/10


Reference info: http://futureofstorytelling.org/video/persuasion-and-the-power-of-story/ 


Check also: http://futureofstorytelling.org/ 






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Imc Csu's curator insight, October 5, 2013 11:17 PM

What is your 'story'?

Katherine Anne's curator insight, October 7, 2013 5:48 PM

I think this video is very accurate. Today, we are bombarded by information about what we should buy, what we should do, etc. How much of this information do we actually retain? Barley nothing! For something to be retained, it has to be rememberable; what's rememberable? STORIES! The video explains stories are rememberable because they are meaningful. The Internet can so easily simplify information to market products, which ends up having so much information about so many different products all the time. If we take the time to explain a story behind a product when marketing it, I think it will be more profitable. STORIES are the new successful marketing strategy in this world filled with noise and information. 

Marco Gabrielli's curator insight, November 12, 2013 2:30 PM

Jennifer Aaker illustra in un video l'efficacia della narrazione nella comunicazione di marketing.

 

"... le storie sono significative, memorabili e incisive, e motivano le persone nel compiere un'azione ..."

 

a) I lettori memorizzano meglio il messaggio;

 

b) Ascoltano, si fidano e acquistano;

 

c) Vivono le emozioni e razionalizzano solo dopo.

 

La narrazione ritrova il suo originale ruolo di mercato, pilotando le conversazioni di business.

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Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide

Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide | Internet Marketing Strategy 2.0 | Scoop.it
From structure and plot to heroes and characters, your story must have everything in place if it's to connect with the reader. Follow our guide to storytelling success.
Robin Good's insight:



Thanks to the Content Marketing Association for having created and published this useful visual poster which highlights the key elements, needed to develop your own stories.


The poster covers seven key areas, but offers the greatest value in:


1) defining for you seven popular type of plots.


2) identifying seven types of heros present in story plots


3) listing the main type of characters that can be used in an effective story


My comment: By reading through this visual poster you can definitely familiarize yourself more with key variables a play in any great plot, have some references of classic novels, plays and films that represent the different type of plots that you can use, and get a much better grip with the variables you can utilize to create an effective story plot.



Educational. Useful. 8/10

Full visual poster: http://www.the-cma.com/news/seven-steps-to-the-perfect-story


(Thanks to the Digital Rocking Chair for having found this gem)



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Mayer Becker's curator insight, July 30, 2013 4:06 PM

Marketing Ops is called on to develop strategic and tactical plans on behalf of the marketing department. Being able to tell a story is vitally important to this process. Here is a good infographic about building the "story."

Verónica Sánchez's curator insight, August 2, 2013 8:05 PM

Tenemos muchas historias que contar y lograr que quien las escuche realmente se conecte, no sólo depende del contenido de la historia, sino de la forma cómo la cuentas, aquí algunos pasos del storytelling

Marco Gabrielli's curator insight, August 13, 2013 8:30 AM

Il poster evidenzia gli argomenti chiave, necessari per sviluppare differenti forme di storytelling. I tre elementi principali sono:


1) la definizione di sette popolari tipi di trame (la vittoria sul mostro, diventare ricchissimi, la traversata del deserto, nuova consapevolezza, commedia, tragedia, rinascita) ;

2) l'identificazione di sette tipi di eroi presenti nelle diverse trame (Dracula, Cenerentola, Ulisse, Alice, Aristofane, Macbeth, A Christmas Carol);

3) l'elenco dei principali tipi di intreccio che possono essere utilizzati in una storia efficace (chiamata, sfida, conflitto, crescita, risoluzione).

 

I principali riferimenti da cui trarre spunto sono i romanzi classici, le opere teatrali e i film. In questa maniera, è possibile ottenere una migliore aderenza tra la realtà che si vuole descrivere o promuovere e la trama della storia.

 

(Grazie a Robin Good da cui ho attinto l'infografica e il commento).