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20 Tipsfor Powerful Story-DrivenBranding & Communications
What this is all about:Content Strategy
Shared premises        Content is more than text, and content strategy should        be about more than just your website....
#1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATI...
#2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATI...
What is your story?
#3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#6: Know what you’re trying to sayZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATI...
#6: Know what you’re trying to say                                                              6 Key Brand Messages      ...
#7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#7: Define a tone        Tone: Snappy, humorous, tongue-in-cheek.        Like This: You say we’ve been around the block.   ...
Know yourexisting story
#8: Do a content/story auditZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#8: Do a content/story audit                      From http://www.adaptivepath.com/ideas/essays/archives/000040.phpZEHNO C...
#9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICA...
#9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICA...
#10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICAT...
{        #10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & C...
#11: Identify the gap between what        you             have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FO...
#11: Identify the gap between what        you             have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FO...
Building what you need:Cultivating stories
#12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#15: Image and note libraries outlive             individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWE...
#15: Image and note libraries outlive             individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWE...
Do somethingwith all this work
#16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#17: Use collaborative toolsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#17: Use collaborative tools                           Page table example from Content Strategy for the WebZEHNO CROSS MED...
#18: Create an editorial matrix             and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN ...
#18: Create an editorial matrix             and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN ...
#18: Create an editorial matrix               and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVE...
#18: Create an editorial matrix               and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVE...
#19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATI...
#19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATI...
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!       • witness.org       • mediastorm.org       • storycenter.org       • nppa.org       • thirdcoastfest...
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!                          From http://www.losowsky.com/magtastic/2008/good-thinking/ZEHNO CROSS MEDIA COMMU...
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
#20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
Keep asking questions
More resources        Visit our website—www.zehno.com—to read or        download white papers on content strategy and     ...
20 Tips for Powerful Story-Driven Branding & Communications
20 Tips for Powerful Story-Driven Branding & Communications
20 Tips for Powerful Story-Driven Branding & Communications
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20 Tips for Powerful Story-Driven Branding & Communications

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2012 presentation to Ingeniux User's Conference.

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20 Tips for Powerful Story-Driven Branding & Communications

  1. 1. 20 Tipsfor Powerful Story-DrivenBranding & Communications
  2. 2. What this is all about:Content Strategy
  3. 3. Shared premises Content is more than text, and content strategy should be about more than just your website. Your audiences need and want more than surface marketing messages. Storytelling allows your messages to come to life. These are tips, and just the tip of the iceberg!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  4. 4. #1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  5. 5. #1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  6. 6. #2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  7. 7. #2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  8. 8. What is your story?
  9. 9. #3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  10. 10. #3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  11. 11. #4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  12. 12. #4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  13. 13. #5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  14. 14. #5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  15. 15. #6: Know what you’re trying to sayZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  16. 16. #6: Know what you’re trying to say 6 Key Brand Messages 1. Liberal arts & holistic education 2. Catholic identity 3. Personal, supportive & challenging 4. Service & social justice 5. Lifelong learning 6. Inclusive, friendly & comfortableZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  17. 17. #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  18. 18. #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  19. 19. #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  20. 20. #7: Define a tone Tone: Snappy, humorous, tongue-in-cheek. Like This: You say we’ve been around the block. Those aren’t fighting words—that’s experience. Not That: Our clients value the decades of experience Zehno’s team has.ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  21. 21. Know yourexisting story
  22. 22. #8: Do a content/story auditZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  23. 23. #8: Do a content/story audit From http://www.adaptivepath.com/ideas/essays/archives/000040.phpZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  24. 24. #9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  25. 25. #9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  26. 26. #10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  27. 27. { #10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  28. 28. #11: Identify the gap between what you have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  29. 29. #11: Identify the gap between what you have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  30. 30. Building what you need:Cultivating stories
  31. 31. #12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  32. 32. #12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  33. 33. #13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  34. 34. #13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  35. 35. #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  36. 36. #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  37. 37. #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  38. 38. #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  39. 39. #15: Image and note libraries outlive individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  40. 40. #15: Image and note libraries outlive individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  41. 41. Do somethingwith all this work
  42. 42. #16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  43. 43. #16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  44. 44. #17: Use collaborative toolsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  45. 45. #17: Use collaborative tools Page table example from Content Strategy for the WebZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  46. 46. #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  47. 47. #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  48. 48. #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  49. 49. #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  50. 50. #19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  51. 51. #19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  52. 52. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  53. 53. #20: Get fresh! • witness.org • mediastorm.org • storycenter.org • nppa.org • thirdcoastfestival.orgZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  54. 54. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  55. 55. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  56. 56. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  57. 57. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  58. 58. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  59. 59. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  60. 60. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  61. 61. #20: Get fresh! From http://www.losowsky.com/magtastic/2008/good-thinking/ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  62. 62. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  63. 63. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  64. 64. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  65. 65. #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  66. 66. Keep asking questions
  67. 67. More resources Visit our website—www.zehno.com—to read or download white papers on content strategy and storytelling. (And see Zehno’s very own thought-leadership content strategy!) Sign up for our free enewsletter to get new white papers and blog posts in your inbox. Follow us on Twitter: @zehno.ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

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