In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.
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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity
1. MARKETING THROUGH
STORYTELLING:
THE SECRET TO BUILDING
A UNIQUE BRAND IDENTITY Amanda Wener
Award-Winning Content Strategist
and Brand Storyteller
with
Tara Dwyer
Webinar Coordinator,
Marketing Pro Pulse
December 1, 2022
9:30am PST
12:30pm EST
5:30pm GMT
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4. MARKETING THROUGH STORYTELLING:
THE SECRET TO BUILDING A UNIQUE BRAND IDENTITY
Amanda Wener
Award-Winning Senior Content
Strategist
and Brand Storyteller, Iron Mountain
6. MARCH 21, 2018
“A story behind a
product makes a
product that much
more attractive.”
Kevin Hart
Actor/Entrepreneur
Shark Tank
7. “Humanize your brand and give your
audience the opportunity to take a
peek inside your company culture
while simultaneously highlighting
your best employees as
thought leaders.
People buy from people, not
companies.”
Tequia Burt, Editor in Chief,
LinkedIn Ads Blog
15 Inspiring Content Ideas for your LinkedIn Page
• 27 million pieces of content
shared each day.
• We check our
phones 150x/day and our
email 30x/hour.
• The amount of information in
the world is doubling every
18 months.
* Nielsen
WHY STORYTELLING?
8. WHAT IS A STORY?
An account of imaginary or real people and events, or the evolution of something told for
entertainment.
*Oxford Dictionary
16. CONTENT PILLARS
• Broad themes that embody your value
proposition and brand
• Shared among all content creators
- Marketing
- Social/Digital
- PR
- Internal & External Communications
• Content map
- Drives all content
17. WORK LIKE A NEWSROOM
• Inspiration
- Calendar: Events/Product launches/Holidays
- Current events/Things in the media/Trends
- Employee submitted ideas
• Populate all details
- Type of content
- Channels of distribution
- Angle/Main objectives
• BENEFITS:
- Planning ahead, time for better content
- Tracks content production, quantity, pillars
- Increases variety of content types
- Flexibility/Predictability
20. All content creators come together to collaborate on content
planning to:
• Define the story
• Source ideas
• Share workload
• Maximize content value across channels and target
audiences
BRINGING TEAMS TOGETHER
21. EDITORIAL MEETINGS
• 40 minutes populating content
for the next month
• 10 minutes reviewing the
content funnel, ensuring projects
are on task
• 40 minutes planning ahead,
exploring content ideas,
assigning leads
GETTING THE STORY STRAIGHT
22. EDITORIAL MEETINGS
• 40 minutes populating
content for the next month
• 10 minutes reviewing the
content funnel, ensuring
projects are on task
• 40 minutes planning ahead,
exploring content ideas,
assigning leads
CONTENT/CAMPAIGN
LEAD
• Manages the editorial
process from idea
through to publication
across the channels
(content funnel)
• Completes all required
tools / documentation
for content piece
GETTING THE STORY STRAIGHT
27. RECAP • Storytelling activates your brain
and makes your content stand
out
• Use storytelling to humanize
your brand by focusing on
people/values
• Working with all content teams
across the organization, define
your corporate narrative
• Have regular editorial content
meetings and assign content
leads
Totally rocking the 1980’s afro
Grew up in Montreal
Wrote stories on typewriter (aging myself); created stage name of Manda Richmond
Fun Fact: Wanted to be an entertainment journalist, got accepted to USC’s Annenberg Journalism Program but didn’t go. Still love it - ask about GH set visit or how I danced with Derek Hough
WHY AM I TELLING YOU ALL THIS?
Humanized, personal, connection- you can read by bio/resume. But now you know me. And it’s more relatable.
That’s what we’re trying to achieve with Marketing through Storytelling.
What we are not talking about: Content marketing; not even thought leadership - still need to do that, still need to market to customers through the customer funnel.
But storytelling is a way to enliven your brand; it’s even above the awareness level of the funnel. It’s about connecting your customers to your organization even before your products – SO THEY WANT TO DO BUSINESS WITH YOU.
Doesn’t matter if your B2B or B2C… Storytelling is a marketing strategy that works for both.
WHY?
Stories are scientifically proven to get a person’s attention and stimulate brain activity. It also helps people remember, much more than standard advertising.
Cutting through the clutter, the noise
About humanizing; telling stories, behind the scenes- differentiate your organization
Got your brand values, now SHOW, don’t tell
I want to take a minute to define WHAT IS A STORY
A story can take many forms
Can be a piece with a hero who encounters and solves a problem, that comes with a beginning, middle and end
But it can also be told in a simpler format – a social post alone can tell a story. An infographic can tell a story. A one-box comic can tell a story.
Be open. Be creative.
Share a story with you (of course) – give you some concrete examples of how you can put this into practice.
Private elementary school - free public school competition; what made us unique?
Couldn’t compete on academics; people didn’t care about the religious aspect
Jewish school = heart/values; shared these stories
Enrolment increased by 39% in one year
Also got the “right” students
Another example. Everyone is talking about sustainability and ESG, right?
How do you stand out? Again, SHOW, don’t tell, through storytelling
At Iron Mountain, told a story about one of our community service initiatives.
Break up your CSR Report and tell those stories on social as a video, infographic, etc… So even if they don’t read the full report – they still get the information
This is what will highlight you as a responsible corporate citizen
How many of you say in your marketing “innovative solutions”? Raise your hands…
Why should we, as customers, believe you? Let’s hear the stories of innovation. How does it happen?
Give them a glimpse behind the curtain – SHOW them how the research and product development was done; show them the idea behind the product and how it came to be.
- At Bombardier, Ask an Engineer series to showcase the research and development that goes into our products
- Bombardier Breakthroughs content series, to showcase engineers and their inventions with the problem, inspiration and solution.
Iron Mountain blog by a developer – shared his inspiration for one of our solutions, what we heard from customers and how we developed it to meet their needs
So now we now why storytelling works and we’ve seen some examples of it in practice.
But how do we make this part of our regular day-to-day work processes? How do we find the stories to tell? And how do we use structure our storytelling so that this brand positioning comes through in a meaningful, compelling, unique and credible way?
That’s where an editorial content strategy comes into play – and why having your content creation team function as a newsroom works
The basis of your editorial content strategy is WHAT you’re talking about – what stories you’re telling.
Bombardier, a plane and train manufacturer: Delivering on our commitments; our customers; seizing future opportunities, our products, Ethics, Sustainability, our Employees
At Iron Mountain, data and information management: Trailblazers, Digital Transformation, Workplace of the Future, People & Purpose (Sustainability) and Trusted Guardian
Once you have your key pillars, decide the breakdown of content by quantity. Could be equal across all pillars or different by prioritization.
Exercise: What would some content pillar examples be for Nike?
Health & Well-being
Celebrity athletes
Historic athletic/sports milestones
Beyond the limits
NEWS ROOM: Editorial meetings, brainstorm, share ideas, plan the content
Type of content: News articles, feature stories, profiles, Q&As – anything you’d find in a magazine or newspaper, but also in different formats. Video or animated.
Distribution: Where does the piece live, how do you promote it – all part of the storytelling (ie; Back to Ada Jenkins)
Now I’m going to share with you what I promised… The secret to content creation efficiency
A way to function that will improve your production, quality and ultimately save your organization time and money
Tell me if this sounds like your organization…
You have siloed groups of content creators. Marketing. Communications. PR. Internal Communications. Investor Relations.
Everyone is looking for ideas. Everyone is doing their own content production. Everyone is saying different things.
Like I indicated before, you should all be saying the same thing, just to different audiences.
So bring the teams together and build the editorial content strategy and content pillars TOGETHER.
This becomes your corporate narrative.
Have the editorial content meetings TOGETHER
Here’s how it works….
Took about 18 months to execute at Bombardier – not easy
You may have to adapt along the way according to your team’s needs
EXAMPLE: Stephanie Laforest – Content Ecosystem
Example of a functioning calendar
See the dates of publication, what channel it’s on, type of content (video, article, etc…) owner, etc…
- But more isn’t necessarily better, so what did the results actually show?
- Communicator engagement = how satisfied the content creator was with the work
So, what did we learn?
Doing all of this will lead to more content; better quality content; more engaging content; AND highly satisfied content creators
