The Content Strategist
If there’s one thing we can all agree on, it’s that Anchorman 2’s content marketing was freaking awesome. (Well, except for maybe you, Brian Morrissey.) Ron Burgundy was everywhere. He was in the New Yorker, sharing an excerpt from his memoir. He was in Canada, doing color commentary for a curling match. He was in…
Every week, we want to highlight a brand that’s telling amazing stories. This week, it’s Airbnb’s first major content campaign. Red Bull, the gold standard in brand storytelling, is laser-focused on giving people wings. In its first big branded content push, Airbnb wants to give those with wings a home. With the help of the…
Holiday marketing may be a must, but it’s also a minefield of cliche and redundancy. Some clever brands, however, are getting super creative and ditching the holiday card for awesome santa storytelling. On Monday, we looked at our first five awesome pieces of branded holiday content. Today, we analyze five more that are putting a…
During my career working as a journalist and content strategist, I’ve found that the most valuable and enlightening thing I can do is get inside the head of someone way smarter than me. One-on-one interviews let you do that. Fireside chats at conferences let you do that. Belligerent late 4 AM heart-to-hearts at South By…
Twice a month, we want to talk to brands telling great stories to find out how they did it. First up this month: Intuit’s Small Business Big Game campaign. The past few weeks, the marketing world has been buzzing about GoldieBlox, a Kickstarter-funded company that became a household name after their branded video went viral,…
Few objects pull at the imagination like a spinning globe, its contours and boundaries conjuring adventures near and far. Since 2005, though, digital natives have grown accustomed to a new kind of globe — Google Earth, a platform that allows users to hold every corner of the planet at their fingertips. With the launch of…
This article is part of a series on stories and storytellers, done in partnership with Narratively, a platform dedicated to original, in-depth, and untold stories.
Though long a premiere destination for brands looking to engage with consumers, Twitter hasn’t been the best place to tell comprehensive narratives native to the platform. After all, a brand’s Twitter profile usually contains a jumble of Tweets, replies, and mentions by other users, making the platform a great place to distribute and talk about…
The imaginative work of content strategy — the thinking about perceptions and sentiment towards a brand — turns out to be a wonderful way to also come up with apps, widgets and tech innovation complimentary to narrative text and video content. Indeed, as content strategists seek ways to match their brand’s stories with their company’s…
