How We Create Epic Stories in Marketing
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This document discusses the importance and power of storytelling for marketing and communication purposes. It provides tips for crafting compelling stories, including focusing on real people and problems, putting yourself in the buyer's mindset, and including conflict, protagonists, and resolutions. Additional tips include getting others to share your story and connecting with influencers through guest blogging and outreach. While an epic story is not necessary, storytelling can help boost awareness, influence action, and create an artificially jumpstart for a brand.
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How We Create Epic Stories in Marketing
- 1. @lisagerber #Pubcon @mediawyse Mastering Storytelling Lisa Gerber Big Leap Creative @lisagerber Casey Markee Founder, Media Wyse @MediaWyse
- 4. @lisagerber #Pubcon @mediawyse The moral of this story
- 5. @lisagerber #Pubcon @mediawyse 1. real people with real problems
- 6. @lisagerber #Pubcon @mediawyse 2. search engines are getting smarter
- 7. @lisagerber #Pubcon @mediawyse 3. Stories translate to real revenue
- 9. @lisagerber #Pubcon @mediawyse story is the connective tissue
- 12. @lisagerber #Pubcon @mediawyse a tale well told is nature's way of seducing us into paying attention to it. - Lisa Cron, Wired for Story
- 13. @lisagerber #Pubcon @mediawyse Get the protagonist right
- 14. @lisagerber #Pubcon @mediawyse put yourself in the mind of your buyer
- 15. @lisagerber #Pubcon @mediawyse The conflict a protagonist
- 17. @lisagerber #Pubcon @mediawyse the happy ending
- 19. Using story to influence action
- 20. @lisagerber #Pubcon @mediawyse Credit: Guzman Lozano, flickr, creative commons
- 21. @lisagerber #Pubcon @mediawyse Email Print ads Reviews Social Walk in
- 22. @lisagerber #Pubcon @mediawyse problem vs solution
- 23. generate awareness: problem-based search
- 27. influence action: solution-based search
- 30. @lisagerber #Pubcon @mediawyse Get others to tell your story
- 34. @lisagerber #Pubcon @mediawyse And we all lived happily ever after
- 35. @lisagerber #Pubcon @mediawyse Storytelling…with Croissants?
- 36. @lisagerber #Pubcon @mediawyse Case Study: Lune Patisserie Melbourne, AUS.
- 37. @lisagerber #Pubcon @mediawyse Case Study: Lune Patisserie Melbourne, AUS. Would you wait 45 minutes in line for a Croissant?
- 39. @lisagerber #Pubcon @mediawyse Branding as “Storytelling”
- 40. @lisagerber #Pubcon @mediawyse Branding as “Storytelling”
- 41. @lisagerber #Pubcon @mediawyse The Owner is an ACTUAL Rocket Scientist! Kate Reid, the founder, studied aerospace engineering and spent several years working for a Formula One racing team before apprenticing at the famed Paris boulangerie Du Pain et des Idees.
- 42. @lisagerber #Pubcon @mediawyse Good Story Right? But what Keeps People Coming Back?
- 45. @lisagerber #Pubcon @mediawyse How to Artificially “Jumpstart” your Story
- 46. @lisagerber #Pubcon @mediawyse Strategy #1 – Give it a PR “Push”
- 47. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect with Influencers
- 48. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect with Influencers BuzzSumo.com Find Key Influencers via Keyword OR find Who Shared Content Pieces!
- 49. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect with Influencers Little Bird http://www.getlittlebird.com/
- 50. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect with Influencers Little Bird
- 51. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect with Influencers FollowerWonk.com Sort your Followers by “Authority” then reach-out via DM & @replies
- 52. @lisagerber #Pubcon @mediawyse https://www.linkedin.com/pulse/discover Strategy #2 – Connect w/ Influencers Linkedin.com
- 53. @lisagerber #Pubcon @mediawyse Pro Tip: You can DM any member of a Group! Strategy #2 – Connect w/ Influencers Linkedin.com
- 54. @lisagerber #Pubcon @mediawyse Strategy #2 – Connect w/ Influencers Linkedin.com Pro Tip: You can DM any member of a Group!
- 55. @lisagerber #Pubcon @mediawyse Strategy #3 – Guest Blogging ….But HIGH-QUALITY
- 56. @lisagerber #Pubcon @mediawyse Strategy #3 – Guest Blogging Use Google Search Operators: Keyword/yourCompetitorName + “guest blog” Keyword/yourCompetitorName + “guest blogger” Keyword/yourCompetitorName + “guest Column” Keyword/yourCompetitorName + “guest article” Keyword/yourCompetitorName + guest post Keyword/yourCompetitorName + guest author Keyword/yourCompetitorName + “write for us” Keyword/yourCompetitorName + “write for me” Keyword/yourCompetitorName + “become a contributor” Keyword/yourCompetitorName + “contribute to this site” Keyword/yourCompetitorName + inurl:category/guest Keyword/yourCompetitorName + inurl:contributors Keyword/yourCompetitorName + “guest blog” + inanchor:contact Keyword/yourCompetitorName + “guest blogger” + inanchor:contact Keyword/yourCompetitorName + “guest Column” + inanchor:contact Keyword/yourCompetitorName + “guest article” + inanchor:contact Keyword/yourCompetitorName + “write for us” + inanchor:contact Keyword/yourCompetitorName + “write for me” + inanchor:contact Keyword/yourCompetitorName + “become a contributor” + inanchor:contact Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
- 57. @lisagerber #Pubcon @mediawyse Strategy #3 – Guest Blogging Good Outreach Example:
- 58. @lisagerber #Pubcon @mediawyse Strategy #3 – Guest Blogging BAD Outreach Example:
- 59. @lisagerber #Pubcon @mediawyse An Epic Story is NOT Necessary for Success ….but it Certainly Helps!
- 60. @lisagerber #Pubcon @mediawyse Thank You!
- 61. @lisagerber #Pubcon @mediawyse Lisa Gerber Big Leap Creative Integrated Communications www.bigleapcreative.com/blog lisa@bigleapcreative.com @lisagerber Casey Markee Founder, Media Wyse www.MediaWyse.com casey@mediawyse.com @mediawyse
Notes de l'éditeur
- share a personal story about a problem we had with our dog that led to a 4000 transaction by finding the story I share next.
- This is the story that brought me to a hospital I’d never heard of with technology I’d never heard of to fix my dog.
- and we tend to forget that when we’re creating our marketing content. We’re focused on checking items off the to-do list - filling in home page real estate. This is your opportunity to be remarkable - It doesn’t matter if you are giving dogs back their quality of life, or making paperclips - you are in business because you solve a problem in the marketplace.
- We all know search engines are getting smarter. You’ll notice Google served me results relatively near my home. Search engines understand context, geography and social circles - elaborate. this presents enormous opportunityy for comms pros - because we are getting found with stories.
- Anyone want to take a guess at what my bill was? Imagine how much revenue that has brought in over it’s 13 years of being in existence.
- I turned to the internet to figure out what to do. In this case, I used google.
- We cannot be good at our jobs if we don’t understand how to tell a story that gets us found, influences action and builds loyalty. We can DO all sorts of things, but story is the connective tissue…. elaborate.
- What do we mean when we say “tell a good story.” THAT. We all want attention but there is so much competition for it these days. So how? How do you tell a story that captivates the audience? What you do is boring, right? When done right, stories captivate us and make us feel something. Our brains are wired for survival. That definition of survival has changed over the millennia, obviously. What it means now is very different from when we were living in caves. We seek happiness and we’re looking for meaning. If our content doesn’t do that right away, they move on.
- I just love this quote.
- every good story has a hero or protagonist. Right? The mistake many brands make is to make themselves the hero of the story. When they do that, they end up talking about themselves and how great they are. We are the leading provider in world class solutions. What does that mean and how does that help me, asks your customer.
- this is stuart butterfield, CEO of Slack. does anyone here use slack? it happens to be one of the fastest growing business apps ever. in a memo to his developers in July of 2013, SLACK CEO said: Put yourself in the mind of someone who is coming to Slack for the first time — a real someone, who is being made to try this thing by their boss, who is already a bit hangry because they didn’t have time for breakfast, and who is anxious about finishing off a project before they take off for the long weekend . That’s what persona development should look like. remember the people with the problems on the other end of your content. Like me - and that vet hospital. What pulled me in was a story about a guy like me, with a dog like mine.
- Which leads us to the conflict. Every story has a conflict. Your protagonist has a problem, something you resolve. We know this because typically, that’s why you are in business; to solve a problem. You might have multiple protagonists with many different challenges. Cat owners, horse owners, with a variety of health issues…
- Awhile back, I worked with AES Education - they sell online curricula for teachers in specific verticals. These curricula help teachers teach a diverse classroom of learners. They help them keep everyone engaged by doing so. You see on their home page, they speak to the conflict
- All stories have a resolution to the conflict but here is where we diverge from fictional storytelling structure. All brand stories have happy endings. I’d take it even a step further - There are no mysteries in brand stories. Think about how doing business with you transforms your buyers and speak to that happy ending first. This applies to primary messaging all the way down to social posts and headlines. No one has time anymore for click on this and you will be amazed. Tell them now what’s in it for them. Your dog will be back to his playful loving self.
- our client Ortech provides software that allows orthopedic surgeons and health systems to collect patient reported outcomes. By collecting this data, you resolve a number of issues such as insurance reimbursement compliance and the ability to make evidence based decisions in your practice. So that’s what we offer up on the home page: achieve evidence-based orthopedics
- So, you have all these people, and only a tiny percentage of them have heard about you. they aren’t looking for you. How do you get them? We have to tell the right story at the right time. You may have heard of the Google Zero Moment of Truth. As marketing communicators, our job is for our stories to turn up in the path of our buyers at the right time with the right story. That sounds kind of hard, though doesn’t it? Our buyers have a journey that is varied and unpredictable. In my story about Jackson, I showed you a simplistic purchase path but we know they can be far more complex bouncing around from channel to channel and stretched out over a longer time period. This is where knowledge of your protagonist and their thought process will help you tell the right story at the right time and
- The purchase path is varied and unpredictable for each person.
- we look at it this way. your audience is doing two different types of searches, a problem-based search or a solution-based search. understanding the difference will help us create the right content for the right time.
- I wasn’t looking for a vet. I already had a vet. I was looking for a way to get my dog to lay down. I wanted to manage chronic pain for hip dysplasia. We aren’t looking for your product; we are looking for a solution to our problem. Building awareness usually means talking about the problems you solve.
- Remember my healthcare technology client? who sells data collection software? We didn’t focus on product launch or update news releases (although we did those) - but the main focus was to help potential buyers understand how new requirements affected them. What data to collect to meet those needs. We used media relations, our owned web content, and paid advertising to do this. new might be media and blogger relations and website content.
- Let’s go back to my education client - teachers didn’t know their technology existed. They were looking for solutions to their challenges in the classroom and that is exactly what we blogged about. Once we attracted them to the blog, we could teach them, and get them to sign up for our email list, or for a demo.
- There is absolutely a time and place to talk about features, products, your brand, your CEO or founding team. Once I learned about arthroscopic surgery, I wanted to know more about it, and the hospital that would perform the operation. I had progressed to the product or solution driven search. We have now progressed to the vetting process, and closer to making a purchase. Is it reputable, what do others say about it?
- with our healthcare technology client, the actual product, patient reported outcomes is a hot topic, so those who are searching for it, have strong intent. We used PPC to boost the organic search and stories on how best to implement data collection.
- stories from different perspectives - even our about pages can connect with the bigger story.
- Of course an important part of your buyers’ vetting process is checking what others are saying about you. Reviews are the most basic but … we can do many things with customer stories. Beverly, this might the perfect bridge right here. I can turn it over to you at this point and leave out the slides 30 - 31. I can put 32 somewhere earlier and we can end on 33 and 34.
- possibly delete
- possibly delete
- Creating epic stories starts with creating an epic experience. You grow your business by understanding what people want and then cultivating and promoting an experience that tells the customer the story they want to hear. The most successful companies and brand work to make the customer the center of their story. They don’t provide just a quality product or service they specifically work to interweave around the customer a total experience. They do this with packaging. They do with location. And they do this with their marketing approach. And the best stories, the very best, create a fully sensory experience.
- How many people like Croissants? Can I get a show of hands? How about cruffins or cronuts? Anybody here staying at the Paris? Best Croissants on the Strip. And you’d expect that right. The French invented Croissants.
- Question: Why does someone take a tram across town or wait in a line for 45 minutes for a pastry?
- What if it was the world’s best croissant? NY Times Food says so. Before the wait, there was a 20 minute wait, now it's 40-45...for a Croissant.
- And what if the experience was so awesome and futuristic you didn’t realize the wait?
- How about if the branding told a story? kick-ass design done by local design agency "A Friend of Mine“
- How about if the branding told a story? Lune is owned and operated by a sister brother team the Reids.
- The scarcity and the STORY make this product what it is. They sell around 3000 croissants a week…and that is IT based on their capability. In the end, storytelling is the glue that holds epic content and experiences together.
- That’s what the real focus of this talk today is how can we get the story out. It’s a crowded marketplace online. The average person sees 200+ content pieces a day and is exposed to 5.5 hrs of video. How do YOU get a good story out?
- Just like a show needs an audience, a story needs a listener. Without that audience, your story means nothing. You have a lot of ways to “jumpstart” your story but here are four strategies that have worked well for yours truly.
- There are 2 million+ blog posts published each day. It's just not enough to have quality content you have to cast a bigger net. #SocialChat Even the best content MUST escape the noise. You do that by targeting influencers. Getting a "boost" out-of-the-gate. #SocialChat
- Unlike Followerwonk, BuzzSumo gathers stats about the URL on the Twitter user's profile. This can give us an idea of the authority of their website as well as their social stats—perfect for identifying influential authors. Like with the other BuzzSumo search, there's an export feature so that all the data can be collated into a spreadsheet; I'd recommend doing this.
- And @getLittleBird works by identifying influencers by what OTHER influencers are connected. Shows a "insider score" to use. They call this “contexual segmentation” and this is a little different then demographic or psychographic targeting. You are looking for people who have specifically sought out connections that are related to your focal area or product.
- And @getLittleBird works by identifying influencers by what OTHER influencers are connected. Shows a "insider score" to use. Find the most relevant, credible Twitter influencers—on demand, at scale and in real time.
- Linkedin Pro Tip: you can send a message to ANYONE on Linkedin that you share a group with. Doesn’t matter if you are connected. So if you find someone you want to connect with and you don’t know them, find them in a group, then connect that way.
- Linkedin Pro Tip: you can send a message to ANYONE on Linkedin that you share a group with. Doesn’t matter if you are connected. So if you find someone you want to connect with and you don’t know them, find them in a group, then connect that way.
- GMAIL “canned responses are a super-easy way to do quality outreach templates
- People like Chris Brogan, and Pubcon Keynoter Scott Stratten didn’t get successful because everything they created was epic. They are successful because they told a good story that is fully infused with their personalities, kept telling good stories then kicked the shit out of promoting that content.
- We can merge this with your contact info - for the final slide.