Without context, some people will dismiss your storytelling as garbage. And not because it is! Context helps readers connect with the finer points of your story. Storytelling, content marketing... whatever you want to call it... if it doesn’t resonate, if it doesn’t connect or hit someone in the face or in the heart, it may fall flat. Your content should tell the most amazing story ever, but if your context isn’t on point, it’s going to miss the mark.
You might be incorporating all of your marketing channels in your campaigns, but don't confuse incorporating with integrating. In fact, the definition of integrate is to "combine (one thing) with another so they become a whole". When we integrate our marketing, we're combining multiple parts of a campaign to tell a much more dynamic story. Not the same story using all the same elements, but bringing them all together to support and tell THE story. Your audience, fans, customers and loyalists make your brand what it is and digital is the conduit that allows you to create those layers within the story.
Another Super Bowl has come and gone, and along with it, the $5 Million advertisers paid to reach viewers across the country. But why in 2016, are we still using the 30-60 second commercial the same way we did back in 1966? Technology has drastically evolved and the majority of people that actually watch live TV do so with more than one device within reach. And yet, very few commercials think outside the 30-second bubble they have within that one engagement. Commercials should be the beginning of a larger integration, not the message in its entirety. Reallocate that time as a trailer or a glimpse that introduces the larger world on the other side. Integrated digital campaigns open so many doors that allow people to take charge on their terms, and experience a world where they can become immersed in content beyond the view the director gives them.
I have a confession to make... I'm a fraud, a phony, an imposter, a hack. I'm a ninja of bullshit and a Jedi of uselessness. I can't hide it any longer. My lies have caught up to me; I've been found out. The curtain has been pulled back, and I'm exposed. "Fake it till you make it" no more. The lie is over.