Wednesday, August 23rd, 2017 | 4 min read
This article originally appeared on The Social Influencer.
I met Georgina Castellucci on Twitter of all places. She was spreading her influence with the world and I was intrigued. Georgina is the the Chief Storyteller at Boston Content Strategy. With a title like that, I had to meet her and compare notes on her journey, experience and knowledge base about the world of content marketing.
In my media life, “Content was King.” In the modern world of marketing and disruptive brand building, Content Marketing is at very least a member of the royal family. The ability for brands to stand out, cut-through and be heard is paramount in the attention starved, on-demand world we market in today. Boston Content Strategy creates “effective, meaningful content” for some of the world’s most important brands – Google, Verizon and Mastercard to name a few.
Georgina and I sat down to talk about the secret to her success and she kept it simple. She created her brand around a love of Boston and is helping some of the world’s largest brands activate their customers on a regional level. In my research, I found an interview with Big Papi – is there anything more Boston for a brand like Mastercard to get behind?
Here is a snapshot of what Georgina had to say:
Content Marketing has become mission critical for brands big and small. This has created a sea of content on every channel. What is your approach to helping brands stand out?
I help my clients find their unique voice and enable them to tell their story without pretense. It is then they connect with readers while authentically narrating what it is that differentiates them from their competition.
What are the essential ingredients to “engaging content”?
A unique perspective, authenticity, concise intellectual value and the occasional bit of vulnerability.
What are the top trends in 2017 that your clients should be aware of and leveraging?
My clients started investing in video heavily in 2016 and this year we are looking to push the bounds with experiential marketing, AR and VR. It’s no longer enough to engage with interactive written word, an immersive experience is far more impactful when done well.
You work with three of the largest brands in the world (Google, Verizon and MasterCard) to create one of a kind, organic, digital experiences. How do you do that?
I created my brand around my love of Boston and remained consistent. When each of those three brands were looking to engage with this particular market, the audience I had built spoke for itself.
What advice would you give to a CMO of a very traditionally thinking brand about digitally transforming the way they go to market?
Being resistant to new ways of marketing will be a detriment to not only yourself but your clients. As the people you’re looking to reach become more sophisticated, so must your methods. You don’t have to adopt every new tool or tactic, but certainly explore them and see how others are using them to their advantage.
Celebratory Cocktail Extra dirty martini
Most proud accomplishment Interviewing David Ortiz
Go to social channel for you Instagram
Go to social channel for content marketing Twitter
Inspirational #hashtag #StayHungry
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