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A guide to visual storytelling Part 2: NFTs, ‘new’ social and the future of brand content Companies are evolving away from interruptive marketing to storytelling that is not perceived by viewers as ads William Terdoslavich on April 28, 2021 at 11:44 am More Sadly, disinformation and misinformation are the negative dividends of the digital world. Politics is replete with “fake news,” “alternative facts,” and conspiracy theories, leading some to ponder the hazards of living in a “post-truth” environment. Those same hazards bleed into the commercial world as well. “Fake storytelling that creates disinformation on purpose has also affected products and services,” said Shlomi Ron, CEO of the Visual Storytelling Institute. As examples, Ron cited hoaxes about Coca-Cola recalling Dasani bottled water because it had been infested by ‘clear parasites’ (false), and the story that the Xbox console killed a teenager (not so). ....
How e-books can provide actionable value to B2B buyers People now have time to digest long-form content. Here s how e-books can be central to a B2B content marketing strategy William Terdoslavich on April 16, 2021 at 11:20 am More In an age of the compelling images and short, snappy sentences, the e-book comes across like a dinosaur. It’s just a few thousands words of tightly-packed information, backed by a few charts and graphs. Yet it remains a vital tool in converting a prospect into a customer in the B2B marketing world. That lead you are trying to reach has to make an “informed” buying decision. Getting that person to purchase will require time, effort and facts. Here the e-book delivers, as B2B customers are looking for authoritative sources to inform, confirm and validate. ....
William Terdoslavich William Terdoslavich is a freelance writer with a long background covering information technology. Prior to writing for Martech Today, he also covered digital marketing for DMN. A seasoned generalist, William covered employment in the IT industry for Insights.Dice.com, big data for Information Week, and software-as-a-service for SaaSintheEnterprise.com. He also worked as a features editor for Mobile Computing and Communication, as well as feature section editor for CRN, where he had to deal with 20 to 30 different tech topics over the course of an editorial year. Ironically, it is the human factor that draws William into writing about technology. No matter how much people try to organize and control information, it never quite works out the way they want to. ....