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In this episode of This Old Marketing, Robert and I share our thoughts on an article about the future of big media.It’s on life support and needs to make some major changes to survive.
Many of the content found in the magazine and on its website are well over 1,2000 words, and the editorial team is dedicated to telling unique, real-life stories that provide both value and entertainment.
The magazine puts a high emphasis on visual storytelling, using exclusive photography and illustrations to bring long-form content to life.
These three brands have done a great job at finding a topic that weaves together all of their stories (adventure, sleep, and small business success); and the creation of high-quality long-form stories has gone a long way in building each company’s reputation as an expert for each of their chosen topics.
It’s the long way round to content marketing success, but telling great stories keeps customers (existing and prospective) around longer and coming back for more (just look to Red Bull’s 2 million strong monthly readership for proof).
American Express is providing stories that help small business owners learn from other’s mistakes and successes.
Within the context of content marketing, successful storytelling aligns (both directly and indirectly) to a company’s mission without actually calling out the company’s products or service – storytelling is not the place for a hard sell.
The magazine serves as a marketing tool for Red Bull, and the company provides financial support to supplement the advertising revenue generated by the publication.
Why it’s Great Red Bull has adopted a traditional journalistic approach to creating long-form features about sports, culture, and lifestyle (all topics prevalent in Red Bull’s other marketing initiatives) that are both relevant and interesting to the brand’s target demographic.
From long-form pieces posted on medium.com, to serial podcasts (like Serial) to documentaries made by Vice, people want stories that they can read, listen to, and watch.
Long-form storytelling isn’t new, and it’s also not new to marketing.