How to Create & Promote Epic Brand Stories

@MediaWyse #StateofSearch

Mastering StorytellingLisa GerberBig Leap Creative@lisagerber

Casey MarkeeFounder, Media Wyse@MediaWyse



“People buy brands, products, and services because they LOVE their stories.

People buy stories more than anything else. Business is ALL Storytelling!”


Storytelling…with Croissants?


Case Study: Lune PatisserieMelbourne, AUS.


Case Study: Lune PatisserieMelbourne, AUS.

Would you wait 45 minutes in line for a Croissant?



Branding as “Storytelling”


Branding as “Storytelling”


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.


Good Story Right? But what Keeps People Coming Back?




Storytelling 101 for Brands


The Science of Storytelling

100,500 Digital Words are Consumed by the

Average American every day!



92% of Consumers want Brands to Create

Experiences that Tell Stories



Our Brains Process Images 60X Faster than

Words.Stories need to be

Visual!


The Science of StorytellingThe BEST Brand Storytelling Follows a Classic Approach!

HERO – CONFLICT - RESOLUTION


The Science of StorytellingExample of this in Action: Dollar Shave Club



Hero: Mike says “Our Blades are F**king Great!”



Conflict: Blades are Too Expensive & Complicated



Resolution: The “Party is On” at DSC and You are Invited!


The Science of StorytellingOr you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE



WHO

WHY

WHATHOW

WHERE

Who is the Story for?

Users of Expensive

Razors



Why are we Telling this Story?

We have an

Alternative to Expensive Razors.

WHO

WHY

WHATHOW

WHERE



What’s the Story Message?

Our Razors are F**king

Great…and Cheap!

WHO

WHY

WHATHOW

WHERE



WHO

WHY

WHATHOW

WHERE

How Should we Tell the Story?

In a Cool Video using Humorous Imagery.



Where will we Share it?

Let’s try YouTube…and Branch-out from there.

WHO

WHY

WHATHOW

WHERE




How to Find Your Story


Understand your Brand Story ArchetypeThere are 12 Identifiable Archetypes for Brands


Understand your Brand Story ArchetypeThe Entirety of the Brand Landscape can be

Cataloged

bit.ly/brand-archetypes-101


Understand your Brand Story ArchetypeTake the Free Quiz from KayePutnam.com

http://kayeputnam.com/brandality-quiz/


Invest in Persona Marketing Identify your Customers and Target with Multiple

Stories


Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!

http://www.makemypersona.com/


Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!

https://xtensio.com/user-persona/


Invest in Persona Marketing For more In-Depth Persona Marketing Know-How…

http://bit.ly/ipullrank-personas


How to Artificially “Jumpstart” your Story


Strategy #1 – Give it a PR “Push”


Strategy #2 – Connect with Influencers



BuzzSumo.com

Find Key Influencers via Keyword OR find Who

Shared Content Pieces!



- Little Bird -

http://www.getlittlebird.com/


Strategy #2 – Connect with InfluencersLittle Bird



FollowerWonk.comSort your Followers by “Authority” then reach-out via DM & @replies


https://www.linkedin.com/pulse/discover

Strategy #2 – Connect w/ Influencers Linkedin.com


Pro Tip: You can DM any member of a Group!




Pro Tip: You can DM any member of a Group!


Strategy #3 – Email HunterReach-out to Influencers via Email

https://hunter.io/


Strategy #4 – Guest Blogging….But HIGH-QUALITY


Strategy #4 – Guest BloggingUse Google Search Operators:

Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/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/guestKeyword/yourCompetitorName + inurl:contributors

Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact


Strategy #4 – Guest BloggingGood Outreach Example:


Strategy #4 – Guest BloggingBAD Outreach Example:


Strategy #3 – Guest BloggingBoomerang that Baby!

http://www.boomeranggmail.com/


Strategy #5 – Encourage Customer Storytelling


An Epic Story is NOT Necessary for Success….but it Certainly Helps!


Thank You!


Casey MarkeeFounder, Media Wysewww.MediaWyse.com

[email protected]@mediawyse

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CaseyMarkeeMBA