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5 Logistical Tips That’ll Help You Pull Off a Great Webinar
I’m no Winston Churchill. That much was clear from kindergarten. When my class of floppy six-year-olds stood on stage to sing a song in front of our families, my body froze. I turned around so my back...
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No More Hidden Gems: How to Hook Consumers and Avoid Travel Content Clichés
In this age where “must-see places with breathtaking views” are listed everywhere, it’s easy for travel content to get lost in the noise. Marketing copy heaves with destinations that are “state of the...
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Why Infographics and Other Visual Content Are Saving Lives From COVID-19
For decades, Karl Gude has delivered timely visual content to the public. As the former director of information graphics for Newsweek and the Associated Press, he collaborated with writers,...
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In Tough Times, Self-Aware Marketing Helps You Stand Out & Save Money
The DC superhero Deadpool has many superpowers, but his strangest one is completely unique—he is the only superhero aware of his comic book status. In one issue, when asked why he did something, he...
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How Healthcare Brands Can Publish Timely COVID Content That Audiences Need
Last updated: February 6, 2022 A global pandemic impacts everyone and everything. As cases started to spike, it wasn’t long before it seemed like every article, video, and social post tied back to the...
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Why Social Impact Storytelling Will Be 2021’s Hottest Content Trend
After the sadistic uncertainty of 2020, it feels a bit ridiculous to try to predict what 2021 will bring. But one thing is clear: Gen Z and millennials are changing the way that brands tell their...
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Content Marketing vs. Copywriting: What Are the Major Differences?
“Aren’t writers just writers?” The question came from a strategy colleague when I was helping a brand staff its new content studio. We had just presented a list of different types of writers the...
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Don’t Publish a Press Release. Create a Product Story Instead
88 Acres: How Microsoft Quietly Built the City of the Future… It reads like the title of an award-winning magazine feature. Should’ve been, really. In 2014, Microsoft pitched dozens of journalists a...
View Article‘Branding Moments’: How Great Brand Storytelling Gets Your Message Across
The short film “Lakota In America” opens on a typical day in the life of a Lakota youth named Genevieve Iron Lightning. As Genevieve gets ready and heads to work with the Cheyenne River Youth Project,...
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How to Go Beyond the Persona and Find Your Muse
If you work in marketing long enough, you’re bound to encounter a buyer persona. Buyer personas are like scouting reports on a representative of your target audience. They typically sound something...
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Getting Gen Z: Inside HP’s Colorful & Creative Innovation Magazine
In March 2020, Sunshine Flint, executive editor of HP’s brand publications Innovation magazine and The Garage, hired someone to help her team produce more content. The new 23-year-old employee was...
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What Dr. Bronner’s Mad Scientist Marketing Can Teach Brands About Actually...
I’m in the bathroom, reading the label of a bottle of soap, and suddenly I feel compelled to change the world. That may seem like an insane thing to say. Or maybe it’s just the opening line from a 2010...
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4 Reasons Why Customers Should Be Your Brand Storyteller, Not You
Let’s play a game. I tell you a fact, and you act surprised. Ready? Fact: Consumers don’t fully trust corporations. I know, I know. Shocking. But somehow brands still create elaborate marketing...
View Article4 Strategies to Make Your Fintech Content More Engaging
Fintech brands are smart to ask themselves whether their content could be improved. Are you doing enough to differentiate your company from the competition and create an engaging brand persona? One of...
View ArticleHow to “Ted Lasso” Your Content for Greater Customer Engagement
Marketers are always on the lookout for new inspiration to engage their audiences. And that inspiration can strike from anywhere. Enter the latest content muse: Apple TV+ character Ted Lasso. If you’re...
View ArticleHow Storytelling Can Build an Emotional Connection with a B2B Audience
B2B SaaS content is often very technical, which can be a bit dry for readers. But integrating storytelling into your content allows your target audience to build an emotional connection with your...
View ArticleWhat’s the Difference Between Journalism and Content Marketing?
The lines between journalism and content marketing are becoming increasingly blurred. As the demand for quality online content grows, so does the demand for professionals who can create it. But what...
View ArticleHow to Evolve Your Storytelling for Better Engagement and Conversion
Content that builds connections with customers is important. And content that generates emotion and helps them overcome a challenge is key to converting them into buyers. As your prospects move through...
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How to Pull Off a Year-in-Review Campaign People Will Actually Share
Before the Thanksgiving turkey is gone, marketers are already planning for the new year. A year-in-review campaign is a popular and impactful way to connect with customers and employees. Have you...
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How to Put Creativity at the Center of Your Content Marketing
A woman jolts awake in the dead of night, awoken by a thud from downstairs. A wizard, who’s been training in the magical arts since he was a boy, is about to face his first great test. Plane crash...
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Visual Storytelling Examples to Captivate Your Audience
Incorporating visual content into your content marketing strategy is about more than just grabbing eyeballs. It’s about capturing the essence of your brand’s story and presenting it in a way that...
View ArticleHow to Onboard and Work with Freelance Writers
Freelance writers are the unsung heroes of content production for brands. They can bring expertise and a fresh perspective that can help you execute your editorial strategy quickly and on budget....
View Article5 Brainy Reasons Novelty in Marketing Helps Your Message Land
Novelty in marketing refers to anything new, original, or unusual that makes a story stand out and grab your audience’s attention. In our information-saturated world, incorporating novelty can make all...
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Diverse Stock Photos Done Right
Your audience is watching—closely. I remember flipping the pages of a science textbook many years ago, studying the procedures for run-of-the-mill lab experiments. Behind me, my daughter’s voice piped...
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Why Tension Is the Most Important Element of Any Story
There’s a scene in the 1993 Academy Award-winning* film Homeward Bound: The Incredible Journey, when Sassy, an extremely cautious talking cat, falls into the water while trying to cross a river in the...
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