Visual Content Strategy: Content Marketing World 2016

You are invited to my soon-to-be-legendary presentation at Content Marketing World 2016 in Cleveland. I’ll be rocking the stage with a brand-new presentation on visual content strategy called “Creating a Visual Content Strategy that Scales.” Continue reading

Marketing Tesla & What It Says about Us

2016-tesla-modelsAs if enough praise hasn’t already been heaped upon Tesla Motors, here’s a bit more. This time, it’s not about the car. It’s about the marketing of the car and what it says about us.

The Tesla is just another car. When you get down to it, it’s a manufactured to serve a utilitarian purpose. It gets you from Point A to Point B. All cars are designed to do this, and so is a Tesla. Continue reading

KPIs & User Journey Metrics for Marketers: Part 3

In the first post of this series on content analytics, I talked about the old way of measuring your marketing content with key performance indicators (KPIs) and why you can’t rely on old measurement models for new media channels. In the second post, I offered an analytics framework for measuring content KPIs along a user-journey continuum.

This leads me to the third post in this three-part series on measurement. In this post, I’m focusing on how you can measure the actions on the page to determine how users are interacting with your content. Or not.

Of course, there’s a rather basic problem here. You want to measure the performance of your content and tools, but most reports are just measuring the page itself. We want to measure the components. Continue reading

KPIs & User Journey Metrics for Marketers: Part 2

One of the more confusing aspects of content strategy is the marketing analytics strategy. There are a lot of ways to measure the performance of your website, but when it comes to content analytics, I offer the following solution. But before we start, you may want to check out Part 1 of this three-part series.

First, consider the fact that website analytics and content analytics may not be the same thing. For example, websites like Amazon are measuring the shopping cart experience and sites like Google are measuring the speed to deliver search engine results. Both of these are valuable metrics for the performance of their sites and may not have as much to do with content as it has to do with the back-end performance and engineering of the website. Continue reading

JAWing With JK: Part 2 of a Blog Series on Visual Storytelling

Joe Kalinowski JAWS headerPart 2 of 2: Check out Part 1 “Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons” on the Content Marketing Institute website

Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons

CMI’s Jos Kalinowski on the History of the Jaws Movie Poster
Questions by Buddy Scalera. Answers by Joe Kalinowski,Creative Director at Content Marketing Institute

BUDDY:  The iconic JAWS movie poster was not the first version, right? What were some of the other versions?

JOE K: The original hard cover was black and white painted by artist Paul Bacon for Bantam Books. It was a more simplistic version of the iconic image featuring a white translucent shark veering up towards a swimmer painted in the same style. The shark had no eyes or teeth, just the recognizable shape of the shark’s head and mouth. When Bantam released the book in paperback, they revisited Bacon’s image. They hired artist Roger Kastel to use Bacon’s hardcover image as a starting point, but they were suggesting Kastel to make the image a bit more realistic and of course menacing. Kastel did such an impressive job that Universal Studios chose to use that image for the iconic movie poster. Continue reading

Movie a Week Marketing Training

Recently, I’ve been watching a lot more movies.  it’s not because I have an abundance of free time on my hands. It’s actually because I’m trying to become a better marketing storyteller and I think movies will help me get there.

Over the past year or so one of the most abused terms has to be the word “storytelling.” Everyone seems to think that they are storytellers. This may not be true, as explained in this simple, profanity-laced rant by Stefan Sagmeister.

As a concept, storytelling is a great idea, particularly for content marketers. It’s a creative way to connect with your audience and put a human spin on products and services. If you’ve found a story that works for you, well, good for you.

Like any creative endeavor, storytelling takes practice. Even stories get better with multiple tellings, since you learn what works, what doesn’t, and how much information you need to lead up to the big finale in your tale. Continue reading

A Tale of Two Decks (Slideshare Experiment)

Tale of Two Decks Image

 

This is an experiment on Slideshare. This is…A Tale of Two Decks.

Let’s start at the beginning. Recently, I shared the stage with Michelle Killebrew at the Intelligent Content Conference 2015 in San Francisco. If you didn’t attend the event, you missed our somewhat unorthodox presentation where we told “a story about storytelling.”

Note: All videos from the ICC conference are available online. Watch the video of our Long and Short presentation. This is my Intelligent Content Conference 2015 Recap blog post.

Usually the best way to understand a presentation is, well, to see it presented. Realistically, there are only so many conferences any one person can attend, so a lot of us check out Slideshare for interesting and useful presentations.

We planned to simply upload the deck, but that would lose some meaning, since we can’t be there to offer the voice overs and other descriptions. I’ve uploaded other decks in the past, most of them about healthcare marketing and visual storytelling. The decks are clear during the presentation, but would be a bit vague if you didn’t see it presented in person.

This time we decided to try something different. We maintained one master deck, which we called the Original Version. Other than a few minor edits, the deck was a record of how we presented at ICC. The second was a version with comments and call outs, which we called the Annotated Version. This version included slides that we’d removed for time and added several additional slides to enhance the download experience. More on this later. Continue reading

Intelligent Content Conference 2015 Recap

ICC 2015 Recap Graphic

I’m tired, but I just can’t stop smiling. Travel is exhausting, but I am still energized. The things I’ve learned in this past week make all the travel an’ tribulations worth the efforts. It lifts the spirits, and I feel great.

This past week, I attended Intelligent Content Conference 2015 in San Francisco. It’s an annual, can’t-miss professional event for content marketers, content strategists, and content engineers. It is one of the few conferences that I depend on, quite literally, to progress my career as a content strategist. From basic concepts to advanced techniques, the ICC has guided my personal learning journey for several years.

The speakers are world-class educators who bring real-world examples to the stage. Many conferences are only about big ideas. This conference is about the big ideas and how to make them work in your organization.

After years of being the the brainchild of Ann Rockley and Scott Abel, the Intelligent Content Conference changed hands to be run by Joe Pulizzi, the godfather of content marketing and the Content Marketing World Conference. Continue reading

Conflict Is Story: What It Means for Marketing Storytellers

Conflict by Joe Kalinowski

Conflict is story. Graphic by Joe Kalinowski based on a photo by Gianluca Ramalho Misiti.

Without conflict, there is no story. It is conflict that defines the story.

Whenever a writer is sharing a story idea with me, I’m listening for the conflict. Specifically, what is preventing the main character from reaching a specific, desired goal. And whenever a marketer references the brand “storytelling,” I’m listening for the same things. Let’s explore…

Without conflict, the story is just a setup. It may be an anecdote or even a nice scenario, but ultimately, great (heck, even good) stories require some sort of conflict. And lest we think this applies only to fiction, this is also relative to brand stories told in marketing. Read on…

Let’s start with a story example. Everyone loves zombies, so let’s make this a story set in the zombie apocalypse. Now, consider your main character Bob. What does Bob want? Does he want to win the zombie-slaying trophy? If so, why? What will winning the trophy be?

It doesn’t matter if Bob is from present day or from the future (a guy from the future fighting zombies is a nice setup!). All that really matter is that Bob wants something and why he wants it can be clearly defined.

There are lots of different theories on story conflicts, but many educators agree there are generally four types of conflict. (Meta irony: Someone will disagree with this.) These are conflicts that work both in fiction, non fiction, and marketing stories.

The four types of conflict: Continue reading

If You Can Survive This…

survive this graphic

“If you can survive this, you can survive anything.”

Those are the last words my father said to me as he dropped me off to go to wrestling camp in my senior year of high school. The coach encouraged all of us to participate in a week of intense character and muscle building with college coaches and athletes at Lehigh University.

It sounded great when the coach told us, and I begged my parents to let me go. As I stared at the bus idling in the parking lot, it felt like a huge mistake.

He nudged me out of the car, said the words, and drove off. I considered how fast I’d have to run to catch the car at the streetlight, but he was gone. I had no choice, except to survive my own poorly considered decision.

Every day of our lives and careers we are faced with decisions. Most are trivial, but sometimes we’re staring down some serious, career-altering challenges. Learning to survive is something genetically coded into our DNA, yet we often walk away from challenges that might make us better people.

There’s always going to be a challenge. Something just slightly beyond the you that you think you are and the you that you need to become in survival mode.
Continue reading