Mark Duffy has written the Copyranter blog for 12 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than yours.
Several years ago, digital marketing buzzwordians invented the term “storytelling” as a new way to advertise that wasn’t so “addy.” No more boring product ads, we’ll tell a “content” story! But then, about a million creatives reminded the buzzwordians that many of the best and most memorable brand ads in history told stories, and, no thanks, we don’t need a not-new term for this not-new strategy.
The buzzwordians paused, briefly, to contemplate this and then invented the more nebulous terms “story-doing” and “story-scaping” advertising. This time, the creatives just blankly, silently stared back, defeated.
Meanwhile, the digital marketers have not abandoned “storytelling.” Oh, no. They’ve taken — and continue to take — a lot of business away from “traditional” agencies with their “engagement”
How to Automate Video Content Marketing in Under 1 Hour
5 Easy Video Lessons +
Bonus Free Toolkit