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The Rest of Your Story - PRSA Austin
- 1. Lara Zuehlke The Rest of Your Story Developing Content that Engages, Educates & Inspires Action
- 2. First Day of School Country Kids & Their Pigs 2
- 3. The Art of Storytelling
- 4. 8 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. “The Storylistening Trance” (Brian Strum
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- 6. More Storytelling, 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 9
- 7. Case in Point 9 Early 2018 Texas Monthly Ethics Scandal with Tim Taliaferro & Bumble CEO Whitney Wolfe Herd Columbia Journalism Review reported Bumble ‘promised’ to pay $25,000 on social media push to promote the cover story Chain of emails created challenges for Taliaferro - removed as Editor in Chief in March
- 8. 1. Identify the Destination
- 9. Connect to Inspire Create a connection and tell a story that inspires them to take the next step. Engage to Educate Engage to educate audiences about your brand & how you can help them. Motivate to Action Move them from awareness to action to take the next step. SMS @ The Storytelling Arc
- 10. The Storytelling Roadmap Brand Storytelling 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 Sharing & Measuring Monitor & Measurement Channel-specific Strategies PESO Content Integration 18 Strategy Development Audits & Strategic Planning Audience Mapping Analytics (SEO & Keywords) Engagement Path / KPIs Policies & Protocols
- 11. 2. Know Your Audiences
- 12. 11 How Do You Meet Their Needs?
- 13. 3. Create Meaning on Their Terms
- 14. The way we perceive and process information impacts the decisions we make and the actions we take.
- 15. 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 12 Creating Powerful Content
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- 18. 4. Streamline Your Process
- 19. 20 Explore through Audiences’ Eyes Brainstorm Outside Your Typical Sphere Think Like a Reporter - Find the Story Ask Good Questions & Ask the Next Question Find & Share Your Great Stories Weave in Your Messages through Showing, Not Just Telling
- 20. 21 Establish Clear 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.
- 21. 5. Evaluate, Measure, Repeat
- 22. 22 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?
- 23. 23 Brand Building Focus on output-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 outcome-based goals
- 24. Produced by:The Richards Group ©2013 Dodge Click Here for Paul Harvey Dodge Commercial
- 25. JLBassBooks.com
- 26. Questions? Comments? Lara Zuehlke Director of Marketing & Communications lara.zuehlke@austin.utexas.edu