There’s a reason why marketers should tell stories. My grandsons show me that every time I read to them.
My 4-year-old grandson amazes me with his verbal ability. He’s fascinated with words, and he must pick up a few new ones each day. He wants to know what new words mean, he wants to know the exact names of things, and he wants to tell you—constantly.
The 2-year-old joyfully chatters and babbles. One day, I watched, amused, as he hosted an imaginary tea party for a dozen stuffed animals (coffee, soup, pretzels and juice were on the menu). Over the course of an hour, he narrated the entire affair, seemingly oblivious to my presence. He knew exactly what he was saying, even if I didn’t.
If you’re a marketer, how can you tap into this wonder?
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Can you be a nice racist? After two black men were arrested for refusing to leave a Philadelphia Starbucks because they’d tried to use the restroom, a Trump-supporting white man uttered the N word to my face. Is this guy a racist if he doesn’t act like one but only talks like one?
Utility Dive’s 2018 State of the Utility survey offers important insights into the challenges, concerns and goals shared by companies in the electric utility marketplace. In other words, if you're a cleantech marketer, it’s an invaluable tool to stand inside your customers’ shoes and see what their world looks like.
Here are 10 takeaways from the report to make your marketing more relevant to utility customers.
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Want to rank higher in searches? Get more backlinks? Get shared more often on social media? Write longer blog posts.
That’s the advice of experts who study the behavior of online readers.
Coming from a writer, that may sound self-serving. But it also is supported by evidence. In this post, you'll learn why longer posts can boost search rankings, linkbacks, social media shares and reading time. You'll learn the ideal lengths for each of those metrics. And I'll give you some tips on how to write longer posts.
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The problem with most news releases is that they’re not newsworthy. But presuming you actually have something to say, the next problem is how to say it to get an editor’s attention. First, you have to write a great subject header and headline. If you’ve gotten that far, congratulations: You’ve gotten the editor to open your email.
Then comes the next big hurdle: the lede.
Case studies make for ideal content marketing vehicles. Here are a dozen strategies that activate the power of storytelling to draw in more prospects, intrigue them with your solutions and convert them to leads. Use this model to develop your questions and structure your case study. Photo credit: Dominik QN | Unsplash
If you get caught up in the headlines about the Trump administration’s energy policies, you might envision a nightmare of fuming smokestacks, billowing cooling towers and fat coal trains lumbering toward the horizon. But if you ask the people who run the nation’s utility companies, they’ll tell you a different story. Their vision includes solar panels, wind turbines and natural gas pipelines. And a grid that increasingly runs like the internet. Photo credit: Karsten Wurth | Unsplash
A new report from Shelton Group turns the orthodoxy about energy-efficiency marketing messaging on its head. “The tired old messaging about savings has lost its potency, if it ever had any to begin with,” the energy and environment marketing and research firm says in its Energy Pulse 2016 Special Report, “Playing the Planet Card, is it finally time to talk about the environment to promote residential energy efficiency?” Photo credit: NASA | Unsplash