Narratives and Content Marketing Strategies

I may have mentioned this before, but content is where it’s at. Content is becoming so important that the content associated with a good or service is as important as the actual good or service.

It seems truer now more than ever that people want to get a sense of who a company is based on how they sell their products. Sure, we all know the history of the famous Sears catalog, and we know how instrumental that catalog was to Sear’s brand.

But what is it about content that reels people in?

Part of the discussion has to do with competition. If two companies are selling the same product, they have to find a way to get their product noticed. Sure, companies can rely on the quality of their product, and perhaps even word-of-mouth, but that may or may not get people through the door initially. Further, that does not guarantee customer loyalty.  This is where a sound marketing strategy comes helps.

What matters is the narrative a business creates about itself, and the narratives a business can generate for its customers. Content is not just about the object or service on sale. It is about the culture created based on the content of the narratives created.

Advertising is a brand of storytelling.
Advertising is brand storytelling.

The latest round of posts will feature students diving into this storytelling schematic.

For this new assignment, students were asked to create a content marketing strategy for a local business here in Gainesville, Florida. This will be a multi-faceted approach to marketing that will feature a long piece (800 words or more), a short piece (think press release), and a presentation. The end goal is for students to come up with creative and topical ways to sell a business via a stratgic-content campaign.

Our class blog will feature some of their long pieces. It will be interesting to see what kind of narratives they create.

-KRW

P.S. feature image is Photo by Kaboompics .com

Life changing course at UF

University of Florida Stadium

Hello UF students!

Do you want to learn valuable skills to land that job you have always dreamed of? Do you want to build a portfolio for future employers to look at? Do you want to open up your own business and learn how to be successful? Do you want to learn how to write effectively to communicate your ideas well? Well, if you answered yes to any of these questions, ENC 3254 is the course for you.

This course will grow your writing skills in so many ways. If you are an advertising or marketing major student this class is a no brainer. However, if you are a STEM major and debating rather this course is of any use to you, I am speaking to you. I am a premedical student and would recommend this course for all STEM major students to take. It is so important to become a balanced student and learn things that you would not otherwise learn. Strategic communication is a valuable skill that everyone of all majors can benefit from. I would go as far to say that strategic communication is the most important skill to be successful in life. Without communication, you cannot effectively get your ideas across. What good is information you keep to yourself? Exactly, useless.

This strategic communication class is like no other and the skills you learn is bountiful. You will learn how to create a stellar advertisement with Microsoft Word. Knowing how to work Microsoft Word is so crucial in the job market.

Personally, my writing has grown so much in this last semester than all of my high school years combined. The environment of this course is very friendly and the constructive criticism you get back on your assignments is where all the growth happens. You will learn how to become an effective freelancer, use WordPress, create advertisements and much more!

If you are not convinced yet, all I can say is you are missing out and selling yourself short. I wish you the best of luck in your future endeavors and go gators!

Be Smart and Take Strategic Communications

Are you tired of being fooled by the market place? Everything you purchase there is a marketing strategy behind to make you make that purchase. The marketplace is always one step ahead of you. Many people major in marketing or advertising to figure out how to be one step ahead of the market.

D. Coxwell is a student at the University of Florida. He grew up being fooled by every single ad he came across. As he stated, “I fell for everything because I always thought they were on my side.” Little did he know before college that professionals with degrees in advertising figured out how to appeal to their consumers emotions to get more purchases of a particular item. Everything is advertised in a unique way to increase customer base and sales.

One of the most impactful classes David has come across at the University of Florida is the Strategic Communications Course. This course was one of his first classes at UF and it changed his view on the marketplace forever. This was the course where he learned about all the different advertising strategies. He learned that everything in this world is advertised in a particular way to appeal to customers emotions. Even he got to practice using these different techniques, which really proved to him that nothing in this world is simple like we think. For example, all the words and pictures on all of the food items and everything else had to go through many people before actually being put on the market for sale.

The Strategic Communications Course can change one’s life forever. It can help prevent one from going out into the market world and being vulnerable. This course offers all the information one needs to be able to shop smart, save money, and make wise decisions. Don’t let the market fool you. You go out there and buy what you want regardless of the ad. Don’t let ads trick you into making an unnecessary purchase. Take the Strategic Communications Course like D. Coxwell and end up being smarter and one step ahead of the market. Us, non-marketing and non-advertising majors, don’t let advertisers appeal to our emotions and make us vulnerable due to our ignorance on the topic of advertising.

Internet Service Advertised with Chunky Milk

A company called Mint Mobile premiered a commercial during the Super Bowl earlier this year with the intentions of promoting their new wireless internet deal. The commercial, however, only briefly mentioned the internet service at the beginning and the end for a few seconds and spoke about chunky milk for the rest of the commercial. The goal of the ad seemed to be that customers would think that Mint Mobile’s $20 internet a month must be an error in price because of being so low. The company’s mascot replied in the commercial by saying the price was right but what wasn’t right was drinking chunky milk. The brand then proceeded to show chunky milk images for the rest of the commercial.

I think that this campaign attempted to use humor and irony to sell the product but it ended up being the worst commercial that I’ve seen this year because it was simply ineffective. Instead of associating Mint Mobile with extremely low prices viewers would end up associating the brand with chunky milk. If Mint Mobile wanted to be memorable, they should have chosen a different image to be remembered by than chunky milk. Almost the entirety of the commercial focused on something other than the real product that was intended to be sold, so it seems unlikely that viewers of the Super Bowl would remember the brand when choosing their internet provider.

https://www.youtube.com/watch?v=nLHq3JRlKy4

Shea Moisture, for the people.

There is an abundance of products emerging this spring season that show innovation and improvements over time. One product among the best of 2019 is Shea Moisture. Out of all of the elements of the human body, women love to take care of and maintain beautiful hair. The most important elements of a good beauty product is the companies stance on animal testing. Many customers today will refuse to purchase products that do not display a clear label that states they do not test on animals. Shea Moisture not only refuses to test on animals, but they also use organic ingredients that are sulfate and paraben free. Although Shea Moisture has been around since 1912, they always emerge with great new products. The new product from Shea Moisture is their new ‘Coconut Custard Make It Last Wash N’ Go Curl Revival Oil.’

8 fl oz, $11.99

What makes this oil different from other companies such as Aussie or Tresemme?

Not only is the quality of this product stellar, the ideals behind the company that created the product is top-knotch. Shea Moisture is committed to providing fairness through their prices and quality of the products they create. The ideals behind their company are rooted directly from their CEO that is committed to giving back. A portion of the proceeds from customers purchasing their products are allocated to be given back to the areas that gave them the ingredients such as Jamaica. The support given by Shea Moisture as a company helps “building critical community infrastructure (including safer work environment, healthcare, piped water and warehousing), offering employment opportunities, giving support to schools and investing in equipment and facilities that boost production capacity and quality.” Shea Moisture is a company created by people, for the people. It helps support local and international commerce through fair trade and support of businesses.


Committed to Excellence

The curling oil recently released by Shea Moisture is a high quality product that leaves hair feeling soft and revived while using some of the best ingredients on earth. The commitment of Shea Moisture to giving back and improving conditions over seas is admirable, but the quality of their products and fair pricing is what makes Shea Moisture stand out among the rest of the beauty brands.

https://www.sheamoisture.com/

Long Piece: “Pathway to Success”

An Inside Look Into ENC3254

In the modern day business world, individuals seeking employment in their respective areas must be a step ahead of their competition. Thousands of college students graduate every year with the credentials necessary to apply for positions in the job market. In order to stand out, applicants must display a diverse skillset which shows versatility in the workplace.

The course Writing in the Discipline: Strategic Communications, or ENC3254, prepares students to become proficient in many aspects of professional writing. Throughout the semester, students will polish their writing skills in order to create written pieces they will be able to use professionally in the future. Projects include blog posts for trade press releases and pitches. The press releases allow students to work on portraying their voice through writing in an informal manner. The pitches focus on developing professional writing by preparing a letter suggesting a business idea to an editor or executive. Both assignments prepare students for versatility in writing which enhances individual writing abilities.

Native advertising projects challenge students to analyze effective advertising techniques. An element of the native advertising project is creating a native advertisement which allows for students to produce a creative ad using editing programs. This familiarizes students with popular online services which employers will expect their employees to know. The content marketing campaign focuses on creating a complete campaign for a local business. Students have to configure a plan which would market their business to a particular audience successfully though a short and long piece. The short piece requires editing programming which also helps students become familiar with popular online programs for advertising like Adobe Spark. The long piece includes informative writing along with visuals in an effort to connect with their audience of interest.

ENC3254 serves as the ideal course preparing students to enhance their writing skills and utilize knowledge from the semester in the real world. After taking Strategic Writing in the Discipline, students will have the assets employers look for. If interested in advancing your skill set and being one step ahead of future competition for employment, invest in ENC3252, your pathway to success.

International Changes in the Legal Arena

Government Shutdown

In the United States, the longest government shutdown in US history continues, and experts say that there may be some unintended consequences. The Committee on Foreign Investment in the United States (CFIUS) is experiencing delays in the reviews currently filed and can expect a severe backlog of reviews when the Government shutdown ends, especially as their scope has recently increased under legislation. Some of the deals that the CFIUS is supposed to review may not go forward if the government shutdown continues, which will have a serious effect on already low foreign direct investment in the US. [McQueen, Government Shutdown Holds Up CFIUS)

Brexit

In the U.K., law firms are preparing for the country’s departure from the European Union by admitting many solicitors to the Irish roll and ensuring their lawyers are dual qualified, as lawyers will no longer be able to practice English law in continuing European Union countries. [Bennett, What Top Law Firms in the UK Are Doing]

The Big Four Push

The Big Four Accounting Firms are expanding and strengthening their presence in Asian legal markets, as the global growth of legal services lawyer head count in the Asia-Pacific region is 30%. Most recently, KPMG has launched a law firm in Hong Kong called SF Lawyers with nine highly-qualified lawyers and aims to expand to twenty lawyers by the end of the year. [Kang, Big Four’s KPMG Opens Hong Kong Law Firm] The KPMG launch in Hong Kong is a part of the company’s aim to double the size of their legal services arm. The push into legal services by the Big Four Accounting Firms has been a concerning move for many law firms, despite the claim by KPMG that they are, “not trying to build a law firm within an accounting firm.” [Nick Roome, KPMG U.K. Legal Services Head] The legal services offered by the Big Four Accounting Firms include services in business structures transactions; tax disputes and investigations; employment and immigration; and “new law” and global, which handles filing and regulatory process work for clients. [Nair, KPMG Aims to Double Size of Its Legal Services Arm] This development in the legal arena offers a unique opportunity for international business lawyers.

Challenges & Opportunities

Around the world, the legal climate is changing. In the United States and the U.K., politics are forcing law firms and individual lawyers to prepare and adapt to change. The Big Four Accounting Firms are causing changes around the world as they are strengthening their legal services arm. While these changes in the legal climate create many challenges for law firms and individual lawyers, they also present unique opportunities.