The Weekly Wrap: Do not Fear the Unsatisfactory End

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And here is the summary of the week ending September 6, 2019

This week, I reflected on Content Marketing World … on the question of whether the story ended satisfactorily … in the manner of modifying the traditional approaches to marketing … s & # 39; involve in social issues … and that we can learn from leading brands with a purpose.

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I hope you enjoy the new format and the new length. Leave a comment below or send us a tweet with the hashtag #WeeklyWrap. Let's finish it:

A deep thought (2:08): The public waits for the obligatory scene – a climactic moment that completes the story. The hero makes a flight defying death. The verdict shakes the audience room. A novel is sacrificed for the greater good. However, as brands bring greater social causes and reason to their stories, satisfactory conclusions are probably an exception rather than the rule. I argue that – uncomfortable though it is – adopting open conclusions can improve our stories.
So uncomfortable, he embraces open stories, says @Robert_Rose. #WeeklyWrap Click To Tweet

RELATED HANDPICKED CONTENT: Why Your Audience Needs Stories: It's All About Brain
A new interpretation of the news (8:48): This week, I share a comment that I really liked about Kristen Colonna, head of strategy at OMD. In Adweek's 3 Ways We Can Shake Up, Kristen questions the makeup of modern connection and communication and "the biggest challenge facing our industry today." "How to create meaningful consumer experiences that generate real brand value." I will explain exactly why this article sounded so true to me. It has nothing to do with data but everything to do with ideas and ideals.

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One Person Making a Difference in Content (14:00):
This week, I'm chatting with my friend Jeff Fromm, President of FutureCast, subject matter expert and professional speaker on trends in consumption and branding strategy. . He has worked all over the world, not Antarctica. Jeff is a Forbes contributing writer and author of four books: Marketing to Millennials, Millennials with Kids, Marketing to Gen Z and (his last), The Purpose Advantage. Jeff led the first major Generation Y study, open to the public, as part of a partnership with the Boston Consulting Group in 2010-2011. He sits on the board of Three Dog Bakery. Jeff graduated from the Wharton School at the University of Pennsylvania and studied at the London School of Economics.

Jeff and I delve deeper into the definition of "goal" versus "a benefit of purpose," Patagonia's passage of "do no harm" to a "protect and defend" approach, and the place of purpose in the model global economic (index: this is not charity, that is the strategy). Listen to Jeff's great ideas, then get to know him better in:

The goal is not a charity, it's a strategic business model, says @Robert_Rose. #WeeklyWrap Click To Tweet
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A Usable Content Marketing Idea (28:20): After this inspiring conversation with Jeff, I encourage you to read (or review) this article by Kim Moutsos: 3 Purpose, Brand Marketing Lessons innovative. What I prefer in this article (spoiler alert) is the importance of accounting for the difference you make together. It's a great reminder that the goal is not unique and that it's done, it's permanent. If you are tackling something important, you are working on something, not necessarily on solving it. If you are interested in marketing or branding focused on specific goals, be sure to check out this one.
The story of the objective is not one and finished. That's going on, says @Robert_Rose. #WeeklyWrap Click To Tweet

The Conclusion

Treat yourself next week to an idea to live in, a new one with which you can live, a person who makes you want to live up to something and a practical advice on the content you can use. And all this comes in a little less time than it takes most people to confuse Memorial Day and Labor Day.

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This is your story. Say it well.

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Cover image of Joseph Kalinowski / Content Marketing Institute

Author: Robert Rose

Robert is the founder and chief policy officer of The Content Advisory, the training and consulting group of the Content Marketing Institute. Robert has worked with over 500 companies, including 15 from the Fortune 100 group. He has provided content and strategy marketing advice to global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and Microsoft. Bill & Melinda Gates Foundation. . The third book of Robert – Killing Marketing, with his co – author Joe Pulizzi, has been dubbed the "book that rewrites the rules of marketing. His second book – Experiences: The seventh century of marketing is one of the best-selling. It has been described as a "treaty and arms appeal for marketers to lead commercial innovation in the 21st century". Robert's first book, Managing Content Marketing, has spent two weeks as the top ten marketing book on Amazon.com and is generally considered the "owner's manual" of the content marketing process. You can follow Robert every week on his popular podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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