Stories humanize brands: Lessons from B2B brand storytelling

In my last post, I mentioned how festivals bring out some of the best marketing campaigns of the year. From Diwali in India to Christmas across the globe, we get to see brilliant films and creatives during this time of the year. The year 2020 of course has been different. Pandemic has changed the rules of marketing to a large extent. But the festive spirit is still alive in the market. I’m sure we will get to see a lot more brilliant marketing stories in the next one month.

Two participants from my last workshop messaged after reading this post. Their feedback – it’s easy to evoke emotions and build stories around B2C brands. How about B2B? This is one question that makes me smile. I get this question asked in almost every session, especially when I am interacting with tech companies. And every time my answer remains the same 🙂 –

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Storytelling lessons from a two and a half minute film

I’m sure by now, we all have seen this new Christmas ad by Coca-Cola. It’s beautiful, meaningful, and most importantly

It stays with you!

It’s like watching a complete film in two and a half minutes. 

It has drama. The kind of drama that has anticipation mingled with uncertainty. 

The central character goes through conflict, challenges, climax, and finally a happy ending. An ending that leaves you teary-eyed and pulls at your heartstring.

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Ephemeral Content: How To Use It Effectively In Your Marketing Plan

Between my last post and this, nothing much has changed in my LinkedIn feed, as far as stories are concerned. I see a few folks using it, but I am yet to experience something unique or share-worthy. I plan to try it soon and will hopefully get some data in a couple of weeks. In the meantime, here’s the second part of the post on “Ephemeral Content” and how to use it in our marketing plan.

Before we proceed further, what exactly is Ephemeral Content Marketing?

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Ephemeral Content Marketing- Kanupriya Sindhu

The Rising Popularity Of Ephemeral Content

LinkedIn launched stories a few weeks back. I can already see it picking up in my own network, and on the platform in general.

Ephemeral content is on the rise like never before. Started by Snapchat but made mass by Instagram stories, there is something very captivating about the short-lived form of content these days. I am yet to try LinkedIn stories. But if I observe my own behavior on other channels, especially on Instagram, I am more active with stories than posts. 

While I knew the answer for the same, but before jotting down this post, I carefully evaluated my own behavior on why I like stories more? The answer is clear and it’s the same for me, as it is for many of you – it’s quick and not “permanent”. I don’t have to worry about the long-lasting impression of my posts and the imprint that I am leaving on the web. I like that it’s in the moment and not long-lasting.

And that’s the beauty of ephemeral content – quick, in-the-moment, and transient.

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100th Post on Medium

Today I complete my 100th post on Medium! Yay!

This is beyond the 600+ posts that I have on my personal blog since 2003. My first post on Medium was 5 years back in 2015, and that means I have averaged around 1.6 posts per month there.

Is this sufficient to get noticed on Medium considering the volume of content that gets published on Medium now? I know it’s NOT. But it’s still a win for me, my own small personal win. To be able to dedicate some time to write despite all other madness in life.

Writing consistently requires effort, and that too a lot of it. 

To add to that, just writing is not enough these days. A whole lot of work needs to be done for content distribution and reach too. 

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Restart Writing: How to generate content ideas

In case you’re expecting this post to be about tools, well, there will be some mentions below. But before we move to tools, let’s discuss the power of “I” in generating content ideas.

It’s wonderful to know that the last post resonated with many of you. The most common response that I received was – realization is there but how to restart? Sometimes the mind is too blank or blocked to think about a topic or, where to start from?

I don’t have any formula for this but I am happy to share what works for me when I get stuck with ideas and thoughts. I simply start with “I” on my notepad.

While I am using the word “simply” but trust me this “I” is very powerful when it comes to my writing process.

This “I” leads to myriads of thoughts and opens up the opportunity to multiple trails.

I think
I read
I watched
I traveled
I observed
I felt
I …

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Getting back to writing? These ‘R’s help me always

In writing, habit seems to be the much stronger force than either willpower or inspiration. 

– John Steinbeck

Last month I didn’t write anything, not even a single blog post here or on my personal site. Partly because I was very busy on the work front and partly because I slipped off my daily writing routine. I write first thing in the morning before my family wakes up. Of late, lots of late-night work calls and general randomness in life during this whole work-from-home and school-from-home phase have been making it difficult to wake up early. 

But if I look closely, the key reason to not write would be – not sticking to my schedule.

Following a writing-schedule requires self-discipline and that too a lot of it.

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Entrepreneurship lessons revisited during the COVID crisis 

As part of one of my recent projects, last quarter I got a chance to interact with some awesome entrepreneurs from Central Europe. While the discussions were primarily around pivoting during the pandemic, there were many other learnings for me about entrepreneurship and life in general. Sometimes candid conversations give us many more insights than planned discussions.

As Charles Handy said, The best learning happens in real life with real problems and real people, not in classrooms.

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Introducing – Connecting The Dots

My this site has content accumulated for almost 17 years now and has more than 500 posts. That means, on average 2.5 posts per month. At times there have been periods of lull and at times my writing has been on a high. What has kept me going on till now? Passion? My love for writing dates back to as early as when I learned alphabets. Perseverance? I am a creature of habit to the extent of being boring at times but somehow that’s the life I like – of habits and discipline. Or something else? More on it in my next post soon. But if there is one thing that I have understood about writing in the last 3 decades, it is the power of consistency.

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