John Rooney uses examples from The Blair Witch Project to teach marketers about content marketing. You remember the movie where three film students -- Heather Donahue, Michael C Williams and Joshua
Leonard -- investigated the legend of the Blair Witch in their hometown of Burkittsville, Maryland. Fifteen years ago, fake documentaries were far less commonplace, which made the movie unforgettable.
Rooney explains how marketers don't need to invest a fortune to earn success, because it really takes the ability to trigger emotions and a connection, use multiple media channels, and strike an
innovative chord.
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