What’s your story? Captivating examples of this “different kind of mind” at work emerge seemingly one after the other. Let’s take a look at the secrets to their storytelling success. Great storytellers collaborate In his keynote presentation at Content Marketing World last year, Joseph Gordon-Levitt served as an in-person example of the “different kind of mind.” He’s an actor, a producer, a director, and a writer (phew!). Great storytellers know who they want to enchant For many brands, video has become an important form of storytelling, whether it’s educational, entertainment, or a mix of both. They match the experience to the medium In January, virtual reality debuted at the Sundance Film Festival, where Oculus Story Studio showed several VR shorts. That creates shared experience. That creates empathy.” A few brands took advantage of the 2018 Olympic Games in Pyeongchang to experiment with VR to engage a broader audience. Whatever the medium – fireside ballad, printed page, documentary film, or VR experience – the power of the story determines whether an audience will applaud the content or click away too soon. And their content marketing success story continued … Cover image by Joseph Kalinowski/Content Marketing Institute
What’s your story? It’s a common question when you’re first getting to know someone. It begs for details about your past, your career, your family, your hobbies. You probably never hear anyone reply: “I studied content marketing as an undergraduate and earned a Ph.D. in creating great customer experiences.”
Those degrees don’t exist, of course. But that’s OK. Great storytellers come from all sorts of places. And they’re telling stories in so many new ways that each day seems to add proof to Daniel Pink’s dramatic 2006 assertion:
The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers – creative and holistic ‘right-brain’ thinkers whose abilities mark the fault line between who gets ahead and who doesn’t.
Captivating examples of this “different kind of mind” at work emerge seemingly one after the other. Let’s take a look at the secrets to their storytelling success.
1. Great storytellers collaborate
In his keynote presentation at Content Marketing World last year, Joseph Gordon-Levitt served as an in-person example of the “different kind of mind.” He’s an actor, a producer, a director, and a writer (phew!).
His talk explored how thinking differently about creativity led him to form a new kind of collaborative production company. Anyone anywhere in the world can contribute to one of the company’s creative challenges by submitting (text, video, music, art) through the HITRECORD website. Ideas get remixed and refined by other contributors, and the best examples make their way into short films, online videos (some sponsored by brands), and other creative works.
2. Great storytellers know who they want to enchant
For many brands, video has become an important form of storytelling, whether it’s educational, entertainment, or a mix of both. “Video presented itself via co-collaboration and creation with others on the same mission: teaching self-reliance,” says Laura Berkobin, director, digital and content at Pull-A-Part, which created a successful miniseries for DIY aficionados. “For brands to figure out video, they need to first ask themselves and answer, ‘Why would [my customer] spend their time [watching, reading, listening to] my content vs. someone else’s? What’s our expertise and edge?’ Determine your…
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