The latest trend in content marketing may shock you. Science and storytelling generally don’t go hand in hand. I mean, when given a choice between listening to a story about a boy discovering his dream of becoming a musician or a story about the journey that hydrogen and oxygen take to become water, I’d venture to guess that very few would choose the latter. But our latest finding from our 2015 B2B and B2C Content Marketing Trends report found that storytelling can actually be more effective with a bit of science.
Want to know the secret behind when science meets storytelling?
Here’s a sneak peak of what we found:
2015 Trend: Digital marketing science fuses with content distribution
In the past, the highly scientific content distribution formula that defined digital outbound marketing had no place in the creative halls of inbound content marketing … and vice versa. But the walls between outbound and inbound marketing are beginning to fall, and we couldn’t be happier about it.
The art of storytelling can be elevated with the science of digital marketing, and this coming year marketers and their content optimization (DCO), search engine optimization (SEO) and user experience optimization (UXO)—otherwise known as the three Os of marketing—can no longer exist in silos. Content has to be written, designed, and distributed from the ground up with push and pull (as well as owned and earned) marketing methodologies in mind. For instance, ad campaigns are already giving way to story-driven content campaigns versus pure promotional copywriting, while the age-old standby “point-of-view whitepaper” PDF is changing format to a highly searchable and optimized content experience that bundles disparate content for all digital environments and devices using paid and organic techniques in one fell swoop.