This document discusses the importance and best practices of storytelling for brands. It emphasizes that stories can move people, inspire others, and change lives. Effective storytelling involves understanding your audience's emotional journey, finding relevant stories to tell, and telling those stories consistently across channels in a compelling way. It also stresses the importance of planning through developing content strategies and calendars to ensure stories are coordinated and meet objectives. The key is intentionally seeking stories that speak to what audiences care about and will motivate them.
14. Time
Resources Targeted messaging
Channels: Facebook? Website? Alumni
magazine (print and/or digital)?
Pinterest?
Choosing the best
stories
Finding them
Cooperation across departments
15. BUT,
it can make a difference
between passive — and
passionate — alumni, donors,
students and friends.
20. “Go and spend time with those
audiences, understand how they
work and build an experience built
around how they operate, built
with them in mind.”
- Katrina Craigwell, General Electric’s digital marketing manager
http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
21. A single story is incomplete.
It makes one story become the only story.
http://blog.ted.com/2009/10/07/the_danger_of_a/
22.
23. Then, find your role in that journey.
Finding the right story
First, understand your audience’s
emotional journey.
24. Telling them well Planning &
Execution
The Art of Storytelling
ResearchFinding the right stories
27. “... Understand not only where your
customer will be exposed to your message,
but what his or her emotional state will be
when engaged with that media.”
- Fast Company, Melinda Partin, CEO and co-founder of Worktank
Channel-
specific
28. Telling a consistent story across channels,
no matter where your message is
delivered.
Consistent
29. “Inconsistencies degrade
the power of story and
cause mistrust.”
- Melinda Partin, CEO and co-founder of Worktank
htt//www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience
30. “Being consistent – whether it’s in your
terminology, your tone of voice, or the
way you present information – is one of
the keys to building trust.
And trust is key to any content marketing
program because it builds loyalty
and brand recognition.”
- Andrew Kaufman,“The Case for Content Strategy”
http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
35. “When you add a content
strategist at the end of your
process, it’s like designing
a book jacket, creating
the binding and the PR
campaign before
you’ve even written
the novel, devised the
chapters, thought of the way
your story will be told.”
- Margit Detweiler
“4 Ways Brands Can Plan for Content Success”
http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
36. “True content strategy is about more than
good writing... It’s a process that
facilitates the development of good
content...”
- Andrew Kaufman,“The Case for Content Strategy”
http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
37. Based on what you now know, what are some of
your key objectives?
• Reach young alumni? Increase their giving levels or engagement?
• Grow your Twitter following?
• Overhaul your website? Or just keep your content updated regularly?
• Improve communication with prospective parents?
Content Strategy: A place to begin
Then, list corresponding tactics.
Other elements to include: Key messages, short style guide, editorial/content calendar
39. A Few Tips
First, look for upcoming events that also meet your content
strategy objectives.
Intentionally seek out stories that speak to your
audience’s emotional journey.
40. Key questions to answer about your content
• Who will create it?
• What content type are we publishing?
• When will we publish it?
• Where will we publish it?
• What are the key messages?
• Why is it important to publish it?
• How are we promoting it once it’s published?
source: Meet Content