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  • June 21, 2019

    Informed Engagement Network Expands Capabilities in Strategic Communications and Earned Media

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    3 Lessons For The Age of Digital Enlightenment

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    What Type of Story do you Want to Tell?

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    Elevate Briefing: How audience intelligence can power your content strategy

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    Stop fishing for your audience – go find them

Elevate is the publishing platform & brand-mantra for i.e. network.

The very word reflects our purpose with our clients – and the way we approach our own mission here every day.

These stories are designed to inform & engage marketing and communications leaders – and business growth agents –  on the world around them.

  • Recently on Elevate
  • June 21, 2019

    Informed Engagement Network Expands Capabilities in Strategic Communications and Earned Media

  • March 27, 2019

    3 Lessons For The Age of Digital Enlightenment

  • January 28, 2019

    What Type of Story do you Want to Tell?

  • November 26, 2018

    Elevate Briefing: How audience intelligence can power your content strategy

  • November 14, 2018

    Stop fishing for your audience – go find them

The IE Network

June 27, 2018 Filed under: Content Marketing Elevate

Elevate Briefing: Why Journalism Matters Now More than Ever … for Brands

Why you want journalists doing your content marketing.

A TV news crew, on the scene.
Credit: Pixabay

The marketing and communications industry has evolved so rapidly in recent years, even the terms we use to describe what we do can be challenging. It’s never been tougher to put agencies into a specific bucket.

As I recently wrote for Forbes, our team here at i.e. network found success by developing strong narratives around the benefits we drive. The backbone of this is our journalistic approach to content.

The brand storytelling team at IEN is built on the value of truth-telling, and the ability to create compelling, emotional narratives.

The importance of these skills in content marketing is the theme for this month’s Elevate Briefing – the latest in our monthly series aimed at business growth leaders.

Nobody knows this better than Sean Ryan, vice president digital strategy here at IEN. He has a compelling story about his years as a reporter, and the advantage those skills he used as a journalist gave him when he shifted to content marketing.

He explains more in a recent piece, up now on the i.e. network Elevate blog. Make sure to read it by clicking the link below.

Read the blog post

3 extras

Be informed: Why an app time limit makes storytelling more vital

An iPhone screen.

Apple is testing a new feature for iPhones that will allow users to set a time limit on app usage – meaning, for example, once my 30 minutes on Facebook are used up for the day, my phone lets me know.

On its own, the news isn’t much. But big picture, it’s the latest sign people are becoming more wary of screen time, and want tools to cut back. That means the ability to tell a compelling, powerful story will be even more vital for marketers.

Read why that’s the case here [i.e. network]

Key engagement: Could inspirational stories replace ad breaks?

A man changing the TV channel.

Fox Networks Group wants to test the effectiveness of branded storytelling in place of traditional ad breaks during shows. The company introduced the concept of “Unbreakables – Stories That Heal” at Cannes Lions.

The series will feature vignettes highlighting inspirational true stories of people who overcame the odds, which will run instead of normal ad breaks. Fox is currently courting sponsors.

Read more here [Variety]

From the network: ‘A New Age’ case study

An elderly couple talking at the table.

When the Medicare & Retirement division of UnitedHealthcare wanted to talk about aging in America, it saw the value of telling a story. So i.e. network, utilizing our journalism-trained team, produced a 30-minute soft documentary called “A New Age.”

The piece followed story lines across five states to craft a narrative we knew would be compelling to the audience Medicare & Retirement was targeting. The results were fascinating.

Watch the trailer and read more about IEN’s strategic process

Learn more about i.e. network’s storytelling capabilities



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