If you have a blog (and I hope by now you do), there’s a good chance that the majority of your content is being written by your marketing team. Have you considered asking your sales team to join the content team? Including your sales department can be one of the biggest untapped gems for your company to help with content support. Why? In most organizations, it’s your sales team that is closest to understanding your customers’ needs. They know first hand why your customers choose to do business with you, why they don’t, the competitive landscape, what problems your company can solve, etc. Leveraging this credible source of information can be a key marketing differentiator for your company. Including sales in your content marketing team can help you create more content and better quality content. Here are some considerations for getting Sales on board and helping them understand how they can help impact change.Read More
Congratulations! The boss says you’ve got the green light to begin producing video as part of your marketing strategy and the leadership team supports you 100%. All you have to do is put together a video marketing strategy that they will sign off on! It sounds simple enough, and yet, there are a number of roadblocks that can make this simple exercise not so simple. The first will be budget. Yep, you’ll soon find your boss doesn’t really know how much video costs to produce and you’ll feel like you’re going into a fight blindfolded and with one arm tied behind your back. Secondly, there’s a good chance your boss will think you’ll produce one video and all of a sudden leads will start to roll in — like a commercial that just hit the airwaves. Unfortunately, this is a different ballgame.Read More
Posted in video marketing
With days full of meetings, deadlines, strategy, and video shoots, it can be easy to lose sight of the bigger picture, to see how far you've come and how much you've grown over the last year. In just 365 short days we make tons of little choices that add up to a greater whole. At StoryTeller, we have had a year full of moments that are worth remembering, worth celebrating. So we just wanted to take the time to look back at what we've accomplished this year and none of it would be possible without our amazing clients, partners, followers, and supporters.Read More
Posted in Client News
Is mainstream media really dead, or are we just accessing it differently? Yes, I'm probably biased as a former journalist, but I'm amazed by how much of the information I see other people sharing online actually traces back to journalists. Whether it's a Facebook post with a link to a TV or newspaper story or a retweeted comment from a reporter on Twitter, much of my feed actually starts with something from the mainstream media.
Clearly, some of that relates to the continued credibility of the media — even in this era of fake news — but an awful lot of it relates to the talents of the journalists themselves. After all, journalists are trained to write interesting, relevant content that connects with their audience and meets its expectations. Those are traits any marketer would love to have, and they are crucial in content marketing, where messaging needs to feel real and genuine, and social media is such an important platform for content distribution. So, how can content marketers meet those challenges? I looked at the most popular Twin Cities journalists in social media and found some techniques that definitely translate.Read More
Posted in Social Media
I'm surprised by how often people question me when I compare content marketing to journalism. Perhaps it's my newsroom background, but it seems pretty obvious to me that we're trying to communicate with the same audiences on the same platforms. More importantly, the audience is reading or watching for the same reasons — looking for useful, trustworthy information. In fact, most content marketers agree that we're creating content that is supposed to look and sound like journalism. The headlines, the visuals, the introduction, and the body paragraphs often introduced in descending order of importance all mimic real journalism, so why wouldn't you use real journalism principles to help guide your content strategy?Read More
Posted in Content Marketing
If Peter Drucker were alive today and still garnering the attention of marketers around the globe, I think we would be hearing him say some of the same famous quotes about marketing like, "If you want something new you have to stop doing something old." It's one of my all-time favorites.
I have been in business development (a.k.a. "sales") for my entire career. So when I was introduced to Hubspot marketing automation software several years ago, it didn't take me long to realize that marketing technology could enable what was once considered the impossible; prospects with an identified need or problem could seek ME out for a solution rather that solely relying on traditional marketing practices like cold calling, direct mail, and trade shows. The best part, those prospects were sales-ready, meaning they were ready to buy!Read More
Posted in marketing automation
Like any industry that's tied to technology, it's no surprise that digital marketing is constantly changing. In fact, with new social networks constantly emerging and Google's algorithms constantly evolving, the shelf life for best practices can be measured in months, not years. That's why it's so important to attend (or at least monitor from afar) a number of national digital marketing conferences. These aren't just industry get-togethers, these are the places that new tools are unveiled and new strategies shared. So, with 2017 fast approaching, here is a list of top digital marketing conferences to consider when you start putting together your travel budget.
B2B Content2Conversion Conference
Feb. 20-22 | Scottsdale
With customized learning paths for content strategy, marketing ops, demand gen, and product marketing professionals, the B2B Content2Conversion Conference covers all key areas of the marketing conversion funnel. The first conference of the year, it's also "conveniently" located in Scottsdale in February. Event Details
SXSW Interactive Festival
March 10-14 | Austin
The South by Southwest Music Festival started in 1987 and added "Multimedia" in 1994. "Interactive" became the term three years later, and now, SXSW Interactive is a stand-alone event that features emerging creative technology workshops by day and so many parties at night. It has a trade show, speaker series, parties, and a startup accelerator with dedicated meet-ups, sessions, and workshops for those just getting their brands off the ground. Event DetailsRead More
Posted in digital marketing
Much has been written about the fall of traditional media, but I had a front row seat. I lived through it as a producer for 30-years at one of America's great TV stations, and now I'm on the other side of the equation, managing a thriving marketing firm that specializes in video storytelling and content marketing. How much has the world changed in that span? I went from typing TV scripts on a manual typewriter to writing this blog on a MacBook Pro — a sentence that helps illustrate the dramatic changes in technology that revolutionized the ways information is delivered and the monumental changes in both audience size and expectations. Throw in the rise of search, and the ability of an audience to curate it's own news and information, and you have a new world where brands are basically required to create their own content. How we got here is what's so interesting.Read More
Posted in Content Marketing