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Storytelling Is Not a Strategy
By: Contently
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At the start of 2017, I made the shift from ad tech to martech. In the last decade, I had helped build and steward the brands of two successful ad tech firms recognized for their innovation and amazing cultures, but it was increasingly difficult to ignore the headwinds facing the old media model. The consumers had spoken, and they didn’t want interruptive advertising experiences anymore.

Today, those headwinds are inescapable. Ad blockers have flourished. Audiences find their news on social networks. And native advertising has taken off. Instead of pursuing tired tactics, brands pay hundreds of thousands of dollars to content studios at esteemed destinations like The New York Times, Time Inc., and The Atlantic, in exchange for ambitious, interactive storytelling. But when those one-off projects run their course, what happens next? Typically, marketers ramp up production on company blogs, even if they don’t have a strategy to guide them.

It’s clear that audiences crave organic interactions, but as brands try to accommodate them, the struggles are real. Creating content at scale is hard. Knowing how to measure its efficacy is even harder.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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