Movie explains how the marketing of the future is all about brands telling stories.
Since cavemen were drawing on walls to sell sticks, content has been fundamentally transforming business. But now more than ever content is disrupting the traditional marketing approach. Why? Because consumers are in complete control of what they want to engage in. Twenty-five years ago big brands controlled the message through advertising and big media companies controlled the airwaves and printing factories.
Technology has changed the game. Consumers can ignore advertising and irrelevant content at will. To break through the clutter, brands need to tell remarkable stories that are worth listening to…and they are becoming the media in the process.
The Story of Content: Rise of the New Marketing, a new documentary by the Content Marketing Institute, is the first comprehensive film of its kind for the industry. It explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more. Featuring case studies from early pioneers to today’s marketing innovators, you’ll learn how content marketing has changed — and will continue to change — business and media forever.
The Story of Content is time well-spent whether you’re a seasoned content marketer or new to the space. It makes clear that content marketing is not a novel concept but rather a tried-and-true practice that succeeds most when it is done in service to the customer. I would have liked to see the love story between Joe Pulizzi and Robert Rose a bit more well-developed, but I guess they’re saving that for the sequel. Two thumbs WAY up. 😉
Jeffrey K. Rohrs
Chief Marketing Officer | Yext
Those marketers that are trying—perhaps unsuccessfully—to create a culture built around content in their organizations need to strap their decision makers to a chair and force them to watch The Story of Content. It will allay any fear they may have about what “content marketing” means and replace it with a more intuitive notion of what content can accomplish when done earnestly and purposefully. Beyond the soft and nebulous idea of “storytelling,” this documentary gets to what the C-Suite cares about: true differentiation that can generate sales and create lasting, mutually beneficial relationships between brand and audience.
U.S. Marketing Communications Manager | Lincoln Electric
This 43-minute documentary weaves some of the most extraordinary content marketing case studies with commentary from some of the top thought leaders in the space (such as CMI-ers Joe Pulizzi and Robert Rose, as well as Jay Baer, Ann Handley and Andrew Davis to name just a few). From John Deere’s The Furrow to Red Bull and Marriott, The Story of Content is the perfect answer for those that still ask “What is content marketing and how does it work?
Senior Consultant | PR 20/20
For a business medium that pays such tribute to the power of stories and storytelling, it was well past time it told its own. Insightful, informative, and inspiring.
John D Luteran
Director of Interactive Entertainment/Media | Greater Cleveland Film Commission