Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the second of these 7 from a content marketing perspective: Rags to Riches. If you’ve seen Cinderella, Pretty Woman, or other similar archetype stories, you know how it goes. Poor hero faces incredible challenges, gains something, loses…
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the first of these 7 from a content marketing perspective: overcoming the monster. Overcoming the monster seems elementary. The protagonist battles the antagonist. The challenge with overcoming the monster is that the story must have a compelling…
Back in 2004, Christopher Booker took a series of concepts from Carl Jung’s archetypes, Joseph Campbell’s hero’s journey, and Arthur Quiller’s conflicts and rendered them down to 7 core plot types. These plots are eternal and form the basic fabric of virtually all our stories. The logical question is, do these story archetypes translate well…
While sifting through my daily social reporting for both SHIFT and myself, this webinar I did with the AMA and Aquent on measuring your content marketing came up. It’s from January 2014, but much of it is still relevant. Enjoy! If you can’t see anything, you can watch it here. Transcript: Good morning or good…
With Facebook’s recent algorithm update that favors news from friends over organic updates from brand pages, the unpaid reach of brands has been hit yet again. We are in a place where social networking has returned to being a useful tool for keeping in touch with friends and family. As marketers, the easy button days…
One of the ways you can measure goals and goal values in Google Analytics (or any marketing analytics system) is through cost equivalence. This is the least best way to measure the impact of your marketing, but in some cases, it’s better than nothing. What is cost equivalence? Cost equivalence is giving a goal the…
One of the most peculiar things a marketer can say is to refer to optimization as a discrete event. “We got that search engine optimization project done last year.” “We optimized and cleaned our email list at the end of last quarter.” “I’m looking to hire a consultant for a two month social marketing optimization…
Here’s a tip about a powerful, under-rated Google Analytics feature, “You’re bad at Big Data”, aka Smart Remarketing lists. Google rolled out this feature to all Google Analytics accounts last year. Smart Remarketing Lists attempts to process massive amounts of conversion data and identify those visitors to your website who are most likely to convert…
Join me on Tuesday, April 21 at 2 PM Eastern Time for a webinar about how to use Google Analytics for public relations and communications. Public relations is notorious for being difficult to measure. That said, it’s not impossible to measure, and tools like Google Analytics can be a powerful ally for understanding the impact…
