Posts Tagged ‘corporate story’

Stories Help to Fix Content Marketing Mistakes

Thursday, July 24th, 2014

Are you making any of the four content marketing mistakes recently discussed by best-selling author and executive coach Christine Comaford? One of the four that I wholeheartedly agree with is neglecting to think of your core information as a corporate story (#3 below, conveying facts but missing emotion).

A recent blog posted by Comaford discusses the top four common mistakes people make when developing their content marketing. If you’re committing any of these missteps, you may not be getting the results you want or deserve.

Based on an interview with Amanda Milligan at Fractl (an online marketing agency specializing in engaging and emotional web content on the web), whom Comaford calls a “super brain,” here are the four big mistakes to avoid:

  1. Content that’s too branded
  2. Not getting your audience involved
  3. Conveying facts but missing emotion
  4. Overthinking content and missing context

And, I would add, a fifth mistake you definitely want to avoid: failing to illustrate the benefits of your products or services with relevant stories. Stories help your audience to experience the benefits, and that experience makes a stronger, longer-lasting connection than data can.

The full discussion on Comaford’s blog not only explains each of the four points she focused on, but also offers tips on how to fix or avoid these missteps. What was the most important tip you learned?

WestJet Enlivens A Great Corporate Story

Wednesday, January 8th, 2014

Even communication professionals are sometimes hard pressed to bring their corporawestjet-logote core stories to life. How much detail do I need to include–of the situation, the main character,or the outcome? How do I identify stories that will enliven our core message? And how do I know which story to tell at a given time to convey a particular message to a specific audience?

WestJet’s wonderful holiday video is a charming example of how a creative idea can not only enliven the corporate story but also engage viewers and touch the heart of every single person who watches it. It’s a fun wrap-up to the best memories of the Christmas season as we forge ahead into 2014.

Watch it and let me know how it made you feel and what you think about WestJet, whether or not you’ve ever flown their airline or ever will!






Keep Your Story Simple!

Tuesday, November 1st, 2011

Simplicity is one the six qualities of a message that makes it sticky, according to Made to Stick authors Chip Heath and Dan Heath. Let’s look at two wildly different examples of reducing a message to its simplest form.

With a year still to go before the 2012 national election, the landscape already is cluttered with messages from the field of candidates for U.S. President. Only one has a simple message that has garnered a lot of attention: Herman Cain’s 9-9-9 plan for overhauling our tax system. Regardless of your political affiliation, you’d be hard pressed to think of a short, clear message that stands up to that for a simple, repetitive messages that cuts through the clutter.

The other is a short video of author Kurt Vonnegut explaining the “formula” for shaping a good story. It’s tongue-in-cheek, highly entertaining and brilliant! Take a look and tell us what you think: