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Discover the secrets of a veteran content marketer. In this interview-style course, author C.C. Chapman teaches how storytelling—creating a compelling narrative around your content or product—is at the heart of both marketing and business, using examples from his own career. Learn about the goals of content marketing, the tools and skills you'll need to run a successful campaign, and how to leverage social media and mobile technology to promote your message. C.C. also touches on the importance of dealing with negative feedback gracefully and maintaining relationships in social media communities.
A great example of someone taking what they have already done, and totally reimagining it into something different was PBS Digital Studios. What they did was they took these classic American shows, like Painting with Bob Ross, and Mister Rogers' Neighborhood, and they auto-tuned them for a new generation. So what they did was they took these classic clips that we've all seen before, and they ran them through this software called Auto Tune that made them sound like hip-hop, rap artists, and put them together, and edited the videos together to make these new videos. They were fun, they've been seen by millions and millions of people, they have been shared, and liked, and +1'd in every other social network way you can show your love for a product.
And what was great about this was it was so unexpected. No one expected PBS -- very, you know, very proper, very conservative -- to do something is outlandish, and fun, and crazy as this. And what was great about it was, it was respecting to the brand, it was completely new, it was unexpected, it was different, but it in no way made fun of, or was bad towards the brand, because they created it. And they realized, wow; this could be something that would shake up, and get people's attention. It was a great example of a very large and very established brand doing something unexpected to attract people online.
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