Creativity, Technology, And The Future Of Storytelling

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Michael BrennerNewsCred Head of Strategy@BrennerMichaelCreativity, Technology and The Future of Storytellingand some fun!#THINKCONTENT


#ThinkContent 2014 RecapThe world has changed. Most marketing sucks.@BrennerMichael#THINKCONTENTAttract your audience through stories people love.

of millennials said that a compelling advertisement would make them trust a brand more. 1%*Forbes/Elite Daily study, Jan. 2015. @BrennerMichael#THINKCONTENT56


The Promise of Content Marketing:@BrennerMichael#THINKCONTENT. . . VERSUS BUYING IT! TO EARN YOUR AUDIENCE . . .

The ones who are crazy enough to think that they can change the world are the ones who do.Steve Jobs@BrennerMichael#THINKCONTENT


If you give a good idea to a mediocre team, they will screw it up.

If you give a mediocre idea to a brilliant team, they will either fix it or throw it away and come up with something better.


Behind every piece of bad content is an executive who asked for it.@BrennerMichael#THINKCONTENTTWEET THIS!


We need to stop interrupting what people are interested in and be what people are interested in.Craig Davis@BrennerMichael#THINKCONTENTCore components the way we need to think. We need to think different. 13


Content Marketing is all the marketing thats left!Seth Godin, 2008@BrennerMichael#THINKCONTENT

How brands can become consumed with their story, not their customers.Unique Point of View Trap@BrennerMichael#THINKCONTENT17

@BrennerMichael#THINKCONTENTAnn Handley: Take your brand out of the story . . . Make your customers the hero.

Our Natural InstinctContentMarketingWhatBrandsProduceWhatCustomersWantCharity@BrennerMichael#THINKCONTENTAs a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we cant just do that because thats just charity.

So the way we balance is make your customers the hero of the story.

Take your brand out. How do you do that? You solve their problems at every stage of the journey.18

Joe Pulizzi: Dont build your house on rented land. - Publish On Your Own Content Hub -@BrennerMichael#THINKCONTENT

Brands need to take the phrase acting like a publisher literally.Dietrich MateschitzFounder + CEO, Red Bull@BrennerMichael#THINKCONTENT20#ThinkContent

@BrennerMichael#THINKCONTENTThe Future of Content Marketing is PROVEN ROI@BrennerMichael#THINKCONTENT

Content Marketing ROI is 4X our traditional marketing spend. Julie FleischerSr. Director, Kraft Foods@BrennerMichael#THINKCONTENT

We shifted investment from advertising to content marketing so we could shout louder than we spend.Beth ComstockCMO, GE@BrennerMichael#THINKCONTENTThe Future of Content Marketing isVISUAL@BrennerMichael#THINKCONTENT27

@BrennerMichael#THINKCONTENTThe Future of Content Marketing isFUN@BrennerMichael#THINKCONTENT29

@BrennerMichael#THINKCONTENTThe Future of Content Marketing isFUNNY#ThinkContent@BrennerMichael

@BrennerMichael#THINKCONTENTThe Future of Content Marketing isENTERTAINING@BrennerMichael#THINKCONTENTExamples of Brand Entertainment



Your audience wants stories.Will you give it to them?