9 tips: how to put your excellent content strategy into action by creating great stories. Presentation at Content Strategy Forum 2013 http://csforum2013.com/

1. Human-Centric
Storytelling in
Business
Matti Lintulahti, partner & co-founder, Kubo Oy

2. how to put your excellent
content strategy into action
by creating great stories
9 tips:

3. They want to tell
Brands
Brand stories
And it’s okay if you are...

4. …Steve Jobs

5. …or Apple.
Probably you are neither.

6. People are not interested in
your company, your product,
your this & that. Forget it!
Start thinking about your
customers, your buyers
personas and the human
beings behind the terms.

7. The most valued and
shared stories reveal
unfulfilled needs and
desires
Tip 1

8. Understand
the science of
storytelling
1

9. Joseph Campbell: The Hero with a Thousand Faces
1Read one book!

10. Case story Red Wing Shoe:
Working shoes as a hero.
Shoes journey to unknown
and back from the death.
1

11. 1

12. Get inside the
human brain, feel
the human heart
Tip 2

13. Ask questions:
What are they passionate about, and why?
What are they interested in, and why?
What are they concerned about, and why?
What do they love, and why?
What are they afraid of, and why?
What makes them angry, and why?
What do they dream of, and why?
2

14. Go anthropologist,
Go and see how
humans behave
Tip 3

15. 3
Go and observe how your
customers really use your
product or service
Go to lunch with your client
and ask a lot of why questions;
why did they choose you?

16. Start your story by
creating emotions,
hook your readers
Tip 4

17. The first paragraph
The first 10 seconds
Short time to hook
your readers
to read more!
4

18. kuva
From: Clay Sharky: Here Comes Everybody
4

19. Design emotions.
Photos, animations,
videos, infographs.
Visual storytelling
is mandatory
4

20. 4

21. Create drama
Take risks
Create contradictions
React fast
Tip 5

22. Go to customers’ nightmares!
What keeps
your customers
up at night?
5

23. 5Take risks!

24. 5React fast!

25. Hire talented
storytellers,
screenwriters,
visualists
Tip 6

26. You are lucky! Because of the
media meltdown there are
talented people available.
But beware, your competitors
are looking for them...
6

27. Great content without
a content mission and
business goals
is meaningless
Tip 7

28. Good content
mission creates
content culture
and helps content
creators
7

29. 7

30. What is your
company’s story?
Why does your
company exist?
Tip 8

31. If you are not able
to answer with
emotion, you are
always many steps
behind
8

32. Because:
People don’t buy
what you do!
People buy
why you do it!
8

33. 8

34. And don’t forget:
Be curious. Ask why.
Don’t underestimate
the power of dreams!
Tip 9

35. Don’t just tell stories.
Making stories
to happen is
even better!
9

36. 9

37. True and engaging stories
www.kubo.fi
Photo by Scoopshot / Roberto