CONTENT LEADERSHIP

How to Excel the Art of Storytelling

“Good content is not about storytelling, it’s telling your story well.”Excelling the art of storytelling is not as difficult as you think .

We have been telling stories, writing plays since our childhood, the time when we could hardly understand what exactly we are doing. The power of story lies in the way it helps to connect with the people and help them relate to the story emotionally. It is not always about what you can write but it is about, what you love to write about. But, always make sure that you write about what you feel. Something that will help your story come alive. Story should be as engaging as possible, one should have an element of conflicts in the story. This will leave the readers  and viewers to know more and more about what’s going to happen next? Sound’s interesting!!! Here are a few tips that will help you excel the art of storytelling.

  1. To excel the art of storytelling one must keep its prime focus on the ending of the story, because that is the message brands want to deliver.
  2. A short story is always preferable with an element of conflict.Also it must contain a beginning, middle and end.
  3. It must be as creative as possible to inspire consumers and help them relate with the brands emotionally. For emotional association one must use metaphors, idioms and parables .
  4. It is advisable to use appropriate graphics to deliver the message in front of a friendly audience and get feedback.
  5. Stories must be authentic and must be written in the form of how people communicate with each other, this helps to persuade customers in a better way.

 

Source:https://www.fastcompany.com/3015140/once-upon-a-time-at-the-office-10-storytelling-tips-to-help-you-be-more-persu.

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INDUSTRY BEST PRACTICES – #25 SOCIAL MEDIA TIPS (PART 5)

Social Media Tips(Part 5)

Information can be shared through social media at an amazingly fast pace, and users are increasingly turning to social channels to share information in real-time. This information often takes the form of opinions, so if you are listening for the right cues from your audience, social media can become an invaluable source of insights and feedback. Incorporating social listening into product development work can act as an early warning system, save on customer service costs, provide valuable development feedback, and even help identify ideal beta testers without much expense.

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INKSPELL – Case Study of the Week(Best Video Marketing Campaign)

Best Video Marketing Campaign

By WATConsult for Digibank by DBS

The Campaign

The communication goal was to reach out to millennials to spread awareness for DBS’ new mobile-only banking app ‘Digibank’. Since DBS is currently a lesser known bank in India, the brand wanted to take up a disruptive approach to make consumers take note, increase brand recall, thereby increasing app downloads & new Savings Bank Account openings.

The Idea

In order to make sure that the campaign reached far and wide in the digital sphere, they created content that is interesting and shareable at the same time. They created 20 videos that were scripted basis the top trending videos on YouTube. The idea behind this was to make sure our ads appear on only those videos that the target audience is bound to watch. The message for all these videos was to highlight the brand features while still maintaining the essence of the trending video.

Their campaign was based on an insight that a lot of people spend time watching videos on YouTube. They specifically wanted to reach out to millennials and potential customers. YouTube as a video consumption platform has a lot of traction and they wanted to leverage that for the campaign. Their solution to the brief was to reach out to the masses via a programmatic video campaign wherein they created 20 videos and script them basis the trending videos on YouTube. The idea was to make sure that every user that is watching a trending video on YouTube is greeted with a DBS ad that talks about the video that the person is watching and also the features of the brand.

Taking this forward, they created 20 different video ads based on trending topics from Sports, TV Series’, Bollywood, Technology, etc and contextually targeted them to their consumers where they visit the most i.e. on the relevant Trending YouTube Videos.

For example – A user searching for the Dangal movie trailer, saw a DBS ad which was a recreation of a famous Dangal scene.

Contextual targeting made sure they strengthened the brand recall and helped them achieve a higher View Completion Rate.

The Result

The response to the videos was amazing. The video series was a grand success and they were rewarded with ground-breaking numbers. With a 92% View Completion Rate, they inferred that the audience loved what they were watching considering they came on YouTube to watch their

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #04:

The Curious Case of Customer Curiosity

Since time immemorial actions fueled by curiosity have been central to human behaviour, with its manifestations merely changing across decades. Our variety seeking shopping behaviour drifting from trips to markets to rendezvous at specialty retailers to the self-imposed isolation on our private screens stands testimony to this aspect.

These moments fueled by heightened curiosity is what Google calls as ‘micro-moments’ in an attempt to demystify a typical customer journey. These micro-moments are currently being captured as ‘I want to know moments’ wherein customers research and review the probable consequence of their intended actions; while ‘I want to go moment’ aids in geography-centric action points, or for that matter ‘I want to do/buy moment’ aids in an informed advisory on the path to purchase.

Given that these micro-moments of influence can be tracked online, how can marketers derive mileage from this overt expression of innate motivation. Perhaps the key law governing thermodynamics that energy is neither created nor destroyed could inspire understanding consumer behaviour dynamics as well. Can we consider channeling curiosity in ways it can work for your brand?

#marketing #customerjourney #marketersalert #profsmitha #icl2018

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INDUSTRY BEST PRACTICES – #15 DIGITAL MARKETING TIPS (PART 1)

Digital Marketing Tips (Part 1)

1. User experience can be made effective primarily through content, communication channels and intuitive UI. The loading speed of your website; the intuitive menu navigation; chatbots that assist in communication; and simplicity and tone of your content is key to a great user experience.

2. In addition, you need to develop a client management strategy that helps you connect with your customers.

This strategy will walk you through query and complaint management. Moreover, it will collect feedback for improvement and make your clients feel part of the brand community.

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