DON’T SLAY

THE DRAGON
Who Needs Epic Storytelling When Editorial Branded Content Is More Cost-Effective?

@FrankDelmelle	...
Content marketer
To make things worse:
publishers have practically shoved
brands out of customers’ social feeds
Fortunately...
Storytellers have a solution:
See e.g. @brandtherapy’s recent plea: http://bit.ly/1app1I9
“Slay a dragon,” storytellers argue.
“Epic brand narratives wrap up
even the most unwilling audience.”
Unfortunately, however...
‘Epic’ doesn’t alliterate with
Effective, nor with Economical.

	


Image: Charlton Heston, scene from El Cid
It does alliterate,
doesn’t it?

Anyway...

Image from: http://www.pinterest.com/pin/315885361334877510/
Effective?
Economical?
We’d say: Editorial!
7 Shortcuts To 	

EFFECTIVE EDITORIAL CONTENT
There’s more than 7 things
content marketers can do with a dragon,
by the way...

- “Get on with it!”
- “OK!”
#1 BRANDED
ACTIVATION
WHO’LL KEEP YOU
WARM ALL WINTER?
#YourDragonDIYidea
Image: Teri crews design, http://www.pinterest.c...
“HOW TO FEED
AN ENTIRE FAMILY
ON A SINGLE DRAGON?”
#EverydayDragonDelicacy	


#2 BRANDED
EDUCATION
“MOM, I WANT A TATTOO”
#DragonDo’s&DragonDon’ts	


#3 BRANDED
INFORMATION
#4 BRANDED
CONGRATS
#DragonDeals	

“SIGN UP
FOR MORE
DRAGON
THAN YOU
CAN HANDLE!”
“I SAY STEAM, YOU SAY FRY.
WHY, MY BROTHER? WHY?”
#GreatDragonDebate	

	

	


#5 BRANDED
CONVERSATION
“MAKE-UP IDEA,
ANYONE?” 	

#DragonSmile	

...

#6 BRANDED
CO-CREATION
“I’VE ALWAYS WANTED
TO BE A DRAGON SLAYER”
#DragonDreams	

#DressForSuccess	

...

#7 BRANDED
ASPIRATION
Entertaining?
Yes.
More cost-effective than epic?
Have a second guess.
DON’T SLAY

THE DRAGON
Who Needs Epic Storytelling When Editorial Branded Content Is More Cost-Effective?

@FrankDelmelle	...
Don't Slay the Dragon
Don't Slay the Dragon
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Don't Slay the Dragon

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Who needs epic branded storytelling, when editorial branded content does the trick? DON'T SLAY THE DRAGON is featuring 7 shortcuts to effective editorial branded content.

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Don't Slay the Dragon

  1. 1. DON’T SLAY THE DRAGON Who Needs Epic Storytelling When Editorial Branded Content Is More Cost-Effective? @FrankDelmelle
  2. 2. Content marketer
  3. 3. To make things worse: publishers have practically shoved brands out of customers’ social feeds
  4. 4. Fortunately...
  5. 5. Storytellers have a solution:
  6. 6. See e.g. @brandtherapy’s recent plea: http://bit.ly/1app1I9
  7. 7. “Slay a dragon,” storytellers argue. “Epic brand narratives wrap up even the most unwilling audience.”
  8. 8. Unfortunately, however...
  9. 9. ‘Epic’ doesn’t alliterate with Effective, nor with Economical. Image: Charlton Heston, scene from El Cid
  10. 10. It does alliterate, doesn’t it? Anyway... Image from: http://www.pinterest.com/pin/315885361334877510/
  11. 11. Effective? Economical? We’d say: Editorial!
  12. 12. 7 Shortcuts To EFFECTIVE EDITORIAL CONTENT
  13. 13. There’s more than 7 things content marketers can do with a dragon, by the way... - “Get on with it!” - “OK!”
  14. 14. #1 BRANDED ACTIVATION WHO’LL KEEP YOU WARM ALL WINTER? #YourDragonDIYidea Image: Teri crews design, http://www.pinterest.com/pin/ 470626229781585203/
  15. 15. “HOW TO FEED AN ENTIRE FAMILY ON A SINGLE DRAGON?” #EverydayDragonDelicacy #2 BRANDED EDUCATION
  16. 16. “MOM, I WANT A TATTOO” #DragonDo’s&DragonDon’ts #3 BRANDED INFORMATION
  17. 17. #4 BRANDED CONGRATS #DragonDeals “SIGN UP FOR MORE DRAGON THAN YOU CAN HANDLE!”
  18. 18. “I SAY STEAM, YOU SAY FRY. WHY, MY BROTHER? WHY?” #GreatDragonDebate #5 BRANDED CONVERSATION
  19. 19. “MAKE-UP IDEA, ANYONE?” #DragonSmile ... #6 BRANDED CO-CREATION
  20. 20. “I’VE ALWAYS WANTED TO BE A DRAGON SLAYER” #DragonDreams #DressForSuccess ... #7 BRANDED ASPIRATION
  21. 21. Entertaining?
  22. 22. Yes.
  23. 23. More cost-effective than epic?
  24. 24. Have a second guess.
  25. 25. DON’T SLAY THE DRAGON Who Needs Epic Storytelling When Editorial Branded Content Is More Cost-Effective? @FrankDelmelle
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