4. Big Data
Big Competition
More content doesn’t yield
more results. Analysis of 13
million pieces of content from
8,800 brands over a two-year
span. From 2013 and 2014,
production rose by 78% and
engagement fell by 60%.
Source: Go-Globe. May 2016
4
6. TWO BOUQUETS TWO BRICKS
6
Think > Partner > Share
What are 2 bricks or challenges
you currently face?
What are 2 things working well in
capturing and telling your story?
9. The Content Arc
Connect to Inspire
Create a connection and tell a story that
inspires them to take the next step.
Engage to Educate
Engage to educate readers about your
brand & how you can help them.
Motivate to
Action
Move them from
awareness to action to
take the next step.
SMS
@
11. 11
The Power of Story
At our core, we seek meaning &
connection.
Storytelling is in our DNA.
Stories have the power to challenge us,
educate us, excite us—and move us!
Not about what you say—it’s about what
they value & remember.
12. More Content, Less Marketing
JOURNALISTS
Liberal Arts Training
Find & Report the Story
Facts & Sources
Intent to Inform
Business School Training
Create the Story
Facts to Fit
Intent to Sell
BIAS
OBJECTIVITY
MARKETERS
12
17. 17
The Pixar Pitch
Once upon a time there was a…a widowed fish named Marlin who was protective of his son, Nemo.
(The current issue or state.)
Every day…Marlin warned Nemo of the ocean’s dangers and not to venture too far. (The ongoing
situation, as a threat or opportunity.)
Then one day…Nemo defies his father’s warning and swims into the open water. (A turning point
presented by the challenge or solution.)
Because of that…Nemo is captured by a diver and ends up in a dentist’s fish tank in Sydney.
(Challenge or solution #1.)
Because of that…Marlin sets off on a journey to find Nemo with the help of other sea creatures.
(Challenge or solution #2.)
Until finally…Marlin and Nemo find each other, reunite and Nemo learns love requires trust. (The
resolution/lesson/unique outcome)
21. The Storytelling Roadmap
What’s your story?
Who are your characters?
01. IdentifyYour Story
]
n 02. MapYour Journey
Where are you going?
How will you get there?
] 03. Define Roles
& Responsibilities
Who’s helping you?
04. Write Great Stories>
How can you tell
your story better?
05. Share & Measure
How will you know
when you arrive?
s
Repeat
Here!
å
Start
Here!
ã
21
22. Define Your Strategy
Content
Planning
Message Development
Identify the Message
Develop the Story
Map the Message
Building Storytellers
For Brand Building
For Selling
For Thought Leadership
For Internal Communications
Feeding the Pipeline
Establish Content Calendars
Define Editorial Process
Streamline Writing & Editing
Repurposing Content
Strategy Development
Audits & Strategic Planning
Audience Mapping
Analytics (SEO & Keywords)
Engagement Path / KPIs
Policies & Protocols
Sharing & Measuring
Monitor & Measurement
Channel-specific Strategies
PESO Content Integration
!
22
26. make it personal | use vivid descriptions | share stories
when to use
how to capture
introduce ideas | gain support | align with ideas/brands
when to use
advocate for a choice | change direction | seek agreement
how to capture
describe & create buy-in | provide data & expertise
| share benefits & facts
Heart Share
Mind Share
26
Creating Powerful Content
27. The way we
perceive and
process
information
impacts the
decisions we
make &
actions we take.
28. 28
Define Roles & Responsibilities
Contributors: Generates content ideas and develops stories. Also supports reporting.
Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them.
Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also
write content. Edits & approves content.
30. 30
How Do You Define Success?
Which destinations should you elevate?
What are your key performance
indicators for each?
Which drivers should you elevate?
How often are you measuring?
How are you using your data to
make new decisions?
31. 31
Brand Building
Focus on outcomes-based goals
Softer calls to action (learn more)
Introduce, invite & create awareness
Measures could include
‣Traffic type & source
‣ Bounce rate
‣ Individual post performance
Broader conversion path
Sales Building
Encourage specific action
Clear, pre-defined path for conversion
Specific calls to action (download/sign up)
Measures could include
‣ Email open rates
‣ Click-through conversion points
‣ Additions to database
‣ Donations/sales
Focus on output-based goals
33. The only magic bullet in marketing
is the wonder we create by the
stories we tell.You have to make that
story relevant to them. Invite their
curiosity and leave them wanting to
know more.C
“B
