Aesop would've been great at marketing.
Remember The Boy Who Cried Wolf? The young shepherd who repeatedly tricks villagers into believing that wolves have come into the field after the sheep. Then, when wolves actually show up, no one believes him and the shepard gets eaten.
Aesop told this tale some 2,600 years ago (620 BC!) and kids today still know the dangers of lying as "crying wolf."
Why don't parents just tell kids "people are 13% less likely to believe you after each time they catch you in a lie"?
Because stories work better.
The questions then becomes why are stories better than stats and what are we supposed to do about it?
Do you ever find yourself wondering "why an I even doing this?"
It's easy to fall into a rhythm of sending emails, updating your social feeds, and posting blogs just because that's what you're supposed to do. Do it for long enough and it can be hard to remember why you started doing it in the first place.
Well, in the case of your blog, it has two major things it needs to do: get clicks and capture leads.
Since we've already told you everything you need to know about getting that click, this post is going to focus on how to get more leads from blogs.
Let's hit it.
Getting a personal email wrong usually means adding Mom to the email you were trying to send to Molly and having to explain why Jessica is getting IVF. (She's just tired of waiting, Mom, can we just be supportive here?)
But when you're responsible for using email to drive importantinitiatives at work, the issues are more nuanced and can't be fix with a 15-minute phone call about Jessica's reproductive rights.
This post explains how to write better email with 13 steps anyone can do.
Your customers and potential customers watch a lot of video. So it stands to reason that if you want to build your brand, you should be making a lot of video.
The fact that you're here leads us to believe you know this and are actively fortifying your mind with the knowledge needed to burst into this new medium like the Kool-Aid man blasting through some unsuspecting family's kitchen wall.
But before you go headlong through that drywall, let's break down the basics of how to build your brand with video.
You think you want cheap content. You do not actually want cheap content.
With the terabytes of blogs, videos, and infographics being made every hour, your content has to be really good to get any traction. As we've mentioned before, great content is good – good content is useless. That means cheaply made things aren't even worth the modest cost of making them.
But that doesn't mean you can't pull off good, effective content marketing with a shoestring budget. You just have to be more strategic with its creation. Focus your efforts on creating one fantastic piece, then "upcycle" it.
In 2016, video accounted for 73% of web traffic.
By 2021, that number is expected to grow to 82%.
These numbers from Cisco's recently published white paper are bananas. We all knew video was important, but 82% of all web traffic? If that doesn't get your head spinning, maybe we should try a more relevant medium given the topic of this blog:
There is *a lot* of content being made right now.
Like, a lot a lot.
So the Story Block team packed up our stuff and flew to a place called Boston to learn all there was to know about making content the kind of content that helps clients go beyond just getting some clicks and actually increase their customer lifetime value.
No time for an intro, let's get right to it.
Carina Duffy, Inbound Marketing Consultant for IMPACT, knows a good website when she sees one.
Her INBOUND 2017 talk, "10 Things We've Learned from Doing Over a Hundred Throwdowns" was jam-packed with common mistakes and misconceptions anyone with a website needs to be aware of.
And, in case you were wondering, a "website throwdown" is where a group of experts in marketing, design, and UX get together to do a live review of a website – breaking down all that is good and bad about it.
Customer expectations are higher than ever. Products and services have to be great just to get a foot in the door. By the time you've hit your stride, you and your competition have gotten so good that your customer experience becomes the defining factor in your success.
Welcome to the experience economy.