Develop & Share Your Story on Any Budget

@grafeedie#tellyourstory

Internal or Consultant/AgencyPlanning Process

Content Needs & TypesExpectations

ExecutionAmplification

ANY BUDGET

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Content Marketing World

But first….

Top Ten List

What the hell is Content Marketing World?

Thoughts from #CMWORLD15

1. Content Marketing is Marketing. 2. You need time, patience & dedication. 3. You need an authentic story.4. You need a plan.5. Buy-in from your organization is tough.

– Figure it out.6. Entertainment gets Content Marketing. 7. Content Marketing is more than marketing.8. PR folks need to step up. 9. Content Marketing World sponsors are fun. 10.I like Cleveland.

#cmworld15

What is your story?

Everyone has a story.

Big. Small. Individual. Non-Profit. Start Up. Division.

What is your story?

Find It.Develop It.

Tell It.Measure It.Improve It.

What is your story?

You don’t need a budget to have a story.

What is your story?

You don’t need a budget to tell a story.

• Internal or Consultant/Agency• Planning Process

• Content Needs & Types• Expectations

• Execution• Amplification

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Our Process

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PurposeProcess

Purpose-Driven Messaging

…the only organizations left standing will be the ones that actually stand for something. Without

a purpose that improves peoples’ lives, and contributes to the greater good, organizations

will struggle.

-- Roy M. Spence Jr.Author of It’s Not What You Sell, It’s What You

Stand For

“

“

The brands that will thrive in the coming years are the ones that have

a purpose beyond profit.-- Richard Branson

“ “

Purpose-Driven Messaging

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Story Development

Story Development & Sharing Process

Executive download & brainstorm sessions

– Customer pain and your claim discussion

– Personality / Culture exploration– Internal perception of yourselves

vs the competition– Sessions include members of

executive team, marketing, sales and other groups

Purpose-driven creative brief development

– Provides direction for all future tactical planning and creative exploration

1 External interviews– Interviews with customers,

employees, prospects (5-10)

2

Research / research review– Review existing primary research and

conduct secondary research

3 4

Story Development & Sharing Process

Creative Concepting– Verbal and Visual creative exploration

to make your purpose come to life

Evaluate– Evaluate, analyze and improve

5 Integrated tactical plan development

– Tactical detail, budget, timing

6

Execute plan– Tell your story by making it happen

through various tactical channels

7 8

Story Development & Sharing Process

Executive download & brainstorm sessions

– Customer pain and your claim discussion– Personality / Culture exploration– Internal perception of yourselves

vs the competition– Sessions include members of executive team,

marketing, sales and other groups

Purpose-driven creative brief development– Provides direction for all future tactical

planning and creative exploration

1

External interviews– Interviews with customers, employees,

prospects (5-10)

2

Research / research review– Review existing primary research and conduct

secondary research

3

4

Creative Concepting– Verbal and Visual creative exploration to make

your purpose come to life

Evaluate– Evaluate, analyze and improve

5

Integrated tactical plan development– Tactical detail, budget, timing

6

7

8

Execute plan– Tell your story by making it happen through

various tactical channels

1. Executive Download & Brainstorm

• Get your buy-in.• Set the tone for the initiative.• Make people feel like they are part of

the story development and sharing process.

• Meet one-on-one with internal stakeholders.

• Make it fun and exciting.

2. External Interviews

• You don’t need to spend 6 months and lots of money to do customer research.

• Just talk to a few of your customers. Advocates and detractors. Current and former.

• Get a direction of what they think of you – the good, bad and the ugly.

• Get words, images, ideas to help directionally start crafting your story.

• Customers love to give you their opinions. Make them feel important.

3. Research / Research Review

• Review any primary research that was done in the recent past.

• Review all research done in your industry. • Six months of research for quantitative study?

–Ain’t nobody got time for that.

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Kimberly "Sweet Brown" Wilkins

4. The Purpose/Creative Brief Development

• Document used as the foundation of all marketing communications and content marketing activities.

Purpose-Driven Framework

What is your brand purpose – the

difference you make in the world?

Elegantly Simple, Crystal Clear, Brutally Single-Minded, Innately

Inspirational, Evident in Deeds as Well as Words

BRAND PURPOSE

SUPPORTWhat

supports your brand

purpose?

PROMISEWhat is yourpledge to the

marketplace as a company?

VALUESWhat is

your behavior within the

marketplace as a company?

VOICEWhat is your branding and

communications voice?

Creative Brief Foundation

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We help make relationships count.

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We drive positive behaviors with

rewards that people want and need.

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We help improve your work/life

balance.

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We improve healthcare in this

country. One homecare code at a

time.

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We want to make you happy, fulfilled and

successful.

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This is where the $$$ comes into play.

5. Creative Concepting

• Bring your message to life with words and imagery.

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Amplify Your Stories

Distributing Content with a Purpose

Story

Earned Media

Paid Media

Owned Media

• Website• Blog• SEO• Social Media• Case studies

• Traditional PR/Media Relations• Social Media Engagement (likes, comments, shares, re-tweets, etc.)

• SEM / Digital / Display• Retargeting• Social Paid Ads• Traditional Paid Ads

Develop and Share Stories

Your StoryStories in support of your purpose

or message

PainsClaims

Purpose

CompetitiveMessaging

Audience Pain-

Needs-Habits

Internal Expertise-

Your Claims MarketPerceptions ofYou vs. Comp

Planning | Distribution | Engagement

GOALS ARE TO:• Raise Awareness • Generate Leads• Support Sales • Grow Revenue

6. Integrated Tactical Plan Development

• Distribute your story

7. Tell Your Story! Execute

• Put your plan into action.

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Story Marketing

Purpose Message

Development

VisualIdentity

CreativeConcepting

PaidAdvertising

MediaRelations

SearchEngine

Marketing

SearchEngine

Optimization

Trade Show

Promotion

Social Media

CommunityManagement

ContentDevelopment

SalesSupport

DigitalDevelopment

InternalCommunications

Video Writing & DevelopmentE-mail

Campaign Development &

Execution

Event Creation & Execution

8. Evaluate

8. Evaluate

Story Development & Sharing Process

Executive download & brainstorm sessions

– Customer pain and your claim discussion– Personality / Culture exploration– Internal perception of yourselves

vs the competition– Sessions include members of executive team,

marketing, sales and other groups

Purpose-driven creative brief development– Provides direction for all future tactical

planning and creative exploration

1

External interviews– Interviews with customers, employees,

prospects (5-10)

2

Research / research review– Review existing primary research and conduct

secondary research

3

4

Creative Concepting– Verbal and Visual creative exploration to make

your purpose come to life

Evaluate– Evaluate, analyze and improve

5

Integrated tactical plan development– Tactical detail, budget, timing

6

7

8

Execute plan– Tell your story by making it happen through

various tactical channels

43

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Thank You.

George Rafeedie, Founder

847.921.3925

grafeedie@tellyourstoryinc.com

@grafeedie

@tellyourstorybc

/tellyourstoryinc

tellyourstoryinc.com