[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/09\/the-future-of-content-marketing-is-authentic-stories\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/09\/the-future-of-content-marketing-is-authentic-stories\/","headline":"The future of content marketing is authentic stories","name":"The future of content marketing is authentic stories","description":"An authentic story today will break through the hype in the clutter and connect with your prospects and customers.","datePublished":"2014-07-09","dateModified":"2024-04-12","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/warren-whitlock\/#Person","name":"Warren Whitlock","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/warren-whitlock\/","identifier":75,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/d18cc23dfc81a397fbb6569cf10fc82755471033a4df622ebcf502b58e669c67?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d18cc23dfc81a397fbb6569cf10fc82755471033a4df622ebcf502b58e669c67?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/05\/win-trust-digital-natives_1200x375.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/05\/win-trust-digital-natives_1200x375.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/09\/the-future-of-content-marketing-is-authentic-stories\/","video":{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU","name":"The Future of Content Marketing - Authentic Stories","description":"http:\/\/WarrenWhitlock.com by Warren Whitlock\n\nAuthenticity is everything. Tell the truth in your marketing, tell a story and the details as best you can. Whatever comes out is your authentic story. Make it real and make it count.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/E7AaCZriKlU\/default.jpg","https:\/\/i.ytimg.com\/vi\/E7AaCZriKlU\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/E7AaCZriKlU\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/E7AaCZriKlU\/sddefault.jpg"],"uploadDate":"2014-07-01T22:22:47+00:00","duration":"PT1M56S","embedUrl":"https:\/\/www.youtube.com\/embed\/E7AaCZriKlU","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UC6VNq43NhQnfSb9_Tso-pKA#Organization","url":"https:\/\/www.youtube.com\/channel\/UC6VNq43NhQnfSb9_Tso-pKA","name":"Warren Whitlock","description":"Digital Marketing Expert Warren Whitlock shares strategies, news, tips, and more about emerging tech like AI, Blockchain, 5g, ioT, plus online marketing, Internet promotion, and the exponential abundance during this decade.\n\nI am a futurist, advising companies working to bring emerging technologies to market. You can catch my podcast at http:\/\/DistributedConversations.com and when there's a video, I post to this channel.\n\nAlso a speaker, blogger, and best-selling author of \"Profitable Social Media: Business Results Without Playing Games\" and \"Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online\"","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_kTDJBoorrgupFVTMve0mhgLZybMyY75NOqfhLYg39mAxpl=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=E7AaCZriKlU#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":122}]]},"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/social-media\/","name":"Social Media","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Social_media","http:\/\/www.wikidata.org\/entity\/Q202833"]}],"wordCount":483,"keywords":["Content Marketing","Customer Engagement","Social Media","Video"],"articleBody":"When I first started creating content back in the 1970s, we called it programming. When we moved beyond print, radio and television, we called it new-media. This was a long before the internet, blogs, web 2.0, and social media… so many channels and platforms, trying to stand out in our content rich world today. So what is content?I take a rather broad view. I hold that anything you deliver to a customer, any product or service, is your content. It could be an article, blog post, podcast or website. It could also be a T-shirt, souvenir yard-tall glass, or your widget.The fashion industry has known this for years. They make designer clothing that people want to be seen wearing. Marketing content is part of the product. The fashionistas will make sure that it\u2019s worn right and is genuine, while others may decide that their fashion is breaking fashion rules or even substituting a fake. We\u2019ve lost control of telling the marketplace how to behave with out brands.      Content marketing and thought leadership generate big results                Our content marketing and thought leadership site touched an estimated 24+ million in pipeline in 2016. When done right, it can fuel your business, too.       Your content creates a storyYou can\u2019t control the content. You can control the story.One of my favorite examples of content marketing is the Vegas souvenirs that people take home, display and cherish for years. Imagine the low CPM on impressions you get from a logo hanging in someone\u2019s living room. They don\u2019t just see it every day, they likely share a story with visitors of how they got the item, and talk about your brand with passion for decades.I decided to get a photo of one of the souvenir glasses and ask my son. Thirty seconds later, I had the photo you see below. He didn\u2019t have a glass, but he did have an app handy.I know that the photograph here is not going to fool you into thinking that I\u2019m holding that glass, but I know you\u2019ll believe me when I tell you the story.When you\u2019re creating content for your marketing, you need to represent your brand with professional editing and better photography and videos than I used here. When you do, don\u2019t forget to keep them real, and authentic version of the story you share. What\u2019s your story?An authentic story today will break through the hype in the clutter and connect with your prospects and customers. It\u2019s as simple as that.This content is hosted by a third party ( youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew Window  The friction is REAL when it comes to the modern buyer’s journey.\u00a0Fortunately, there’s an omnichannel solution. Download the report NOW."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2014","item":"https:\/\/www.the-future-of-commerce.com\/2014\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2014\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"09","item":"https:\/\/www.the-future-of-commerce.com\/2014\/\/07\/\/09\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The future of content marketing is authentic stories","item":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/09\/the-future-of-content-marketing-is-authentic-stories\/#breadcrumbitem"}]}]