What do The Matrix, Star Wars Episode IV, Gladiator, The Lion King and Avatar have in common?
They are all fundamentally the same story!
All of them contain the same elements of the monomyth, a hero story arch that has used for thousands of years. You can apply this to you marketing strategy to create stories that help consumers, and help them gain an affiliation to your products.
2. About Me…
I’m James Carson
I run a Content Strategy consultancy.
I work with publishers, brands and agencies.
I offer services in Content Strategy & Planning /
Relaunches / Social Media / SEO STRATEGY
@mrjamescarson
http://uk.linkedin.com/in/jacarson85
www.carsoncontent.com
12. A young and often naïve individual
Encounters something unexpected
Which forces his life into the unknown
A mentor shows him the ways of this unknown
There are a series of new challenges
The hero meets a final ‘boss’ and wins
He gains absolution or reward
13. Pixar’s 21 Story Rules #4
Once upon a time there was ___. Every
day, ___. One day ___. Because of
that, ___. Because of that, ___. Until
finally ___.
26. JIM IS BORED
A 28 year old marketer living in
Leeds, working for an e-commerce
mattress supplier
Company of 30, works in a team of
3 and is the middle in line
Feels he spends too much time on
reporting, not enough time on
marketing
27. Lack of company understanding of data renders the reporting meaningless
?
He only has excel to produce reports, and has had no formal training
28. Persona Behaviour
• Uses Twitter sparingly.
• Often on Facebook during work hours. 3-5 hours a week.
• Occasionally reads blogs, but doesn’t subscribe to any.
• Likes football and going out on weekends.
• Unsure of work future and does not have big aspirations.
29. HOW DO WE SOLVE A PROBLEM LIKE JIM’S?
We should set up a blog,
and a Twitter, and a
Pinterest, and an
Instagram!!!
30. Interrupt And Act As The Mentor
HEY LOOK, NO ADS!
HE’S ON HERE A LOT
Advertise tutorials & alternatives
Survey his problems
Offer him rewards
32. Challenges This solution would
solve my problems,
BUT I don’t know if
my bosses would buy
into it.
DELIVER INFORMATION: It’s just another
Getting management buy in for our solution
tool, there’s no
How to get everyone using our solution real reason for
anyone to look at
it…
44. We Rarely Behave Like This
I want ££
something… Search
Conversion
So I’d Rather Not Sell That Way…
45. Sell A Vision
AWARENESS
10% INCREASE IN AD SPEND TO DELIVER
15% PAID TRAFFIC INCREASE
100% INCREASE IN ORGANIC
CONSIDERATION WEBSITE TRAFFIC IN 3
MONTHS
CONVERSION 50% INCREASE IN BASIC
SUBSCRIPTION CONVERSION
25% INCREASE IN ADVANCED
LOYALTY SUBSCRIPTION CONVERSION
CREATION OF MEASURED ADVOCACY
ADVOCACY
PROGRAM (30 BRAND AMBASSADORS)
46. And Strategy For The Vision
AWARENESS
FACEBOOK AND
GOOGLE ADS SETUP
AND MANAGEMENT
SALES CALL
WHITE PAPER
ONLINE CHAT
CONSIDERATION
ARTICLES
WHITE PAPER
UX IMPROVEMENT CONVERSION
SUPPORT THE SALES PROCESS
LOYALTY
REWARDS FOR RENEWAL
COMMUNITY MANAGEMENT ADVOCACY