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The Rest of Your Story
Lara Zuehlke October 14, 2016
DevelopingContentthatEngages,Educates&InspiresAction
Big Data Big Competition
More content doesn’t yield
more results. Analysis of 13
million pieces of content from
8,800 brands over a two-year
span. From 2013 and 2014,
production rose by 78% and
engagement fell by 60%.
Source: Go-Globe. May 2016
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All While Attention Spans Shrink
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Where Are You Focused?
WHAT IS? WHAT COULD BE?WHAT’S NOT WORKING?
In thinking about using storytelling within your content program, grab a partner to discuss…
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Think > Pair > Share
2 bricks (challenges) that you
currently face?
2 bouquets (opportunities)
that you see?
The path to creating more meaning, more connection, and ultimately more action, is to stop thinking like a marketer and start acting like a storyteller. C
“B
LARA ZUEHLKE
More Content, Less Marketing
JOURNALISTS
Liberal Arts Training Find & Report the Story Facts & Sources Intent to Inform
Business School Training
Create the Story
Facts to Fit
Intent to Sell
BIAS
OBJECTIVITY
MARKETERS
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The Power of Story
At our core, we seek meaning & connection.
Storytelling is in our DNA.
Stories have the power to challenge us, educate us, excite us—and move us!
Not about what you say—it’s about what they value & remember.
You Talking to
Me?“The Storylistening Trance”
Who’s your target audience?
What matters most to them?
Foundational vs. Emerging vs. Aspirational
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The Storytelling Roadmap
What’s your story? Who are your characters?
01. Identify Your Story]n
02. Map Your Journey
Where are you going? How will you get there?
] 03. Define Roles & Responsibilities
Who’s helping you?
04. Write Great Stories>How can you tell your story better?
05. Share & Measure
How will you know when you arrive?
sRepeat Here!
å
Start Here!
ã
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Your Customers You
Identify Your Story]
What’s the story only you can tell?
Who are your main characters?
Who’s the hero of your story?
How can you be a better sage?
Building Brand through Storytelling
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Defining the Right Story
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What’s your final destination?
n
How will you get there?
ANSWER THE CALL
KNOW THE DESTINATION
MAP YOUR ADVENTURE
THE RESOLUTION
Map Your Journey
What challenge or opportunity do
you face?
What lessons have you learned that you
can apply again?
The Content Map
Content Planning
Message Development Identify the Message Develop the Story Map the Message
Building Storytellers For Brand Building For Selling For Thought Leadership For Internal Communications
Feeding the Pipeline Establish Content Calendars Define Editorial Process Streamline Writing & Editing Repurposing Content Strategy Development
Audits & Strategic Planning Audience Mapping
Analytics (SEO & Keywords) Engagement Path / KPIs
Policies & Protocols
Sharing & Measuring Monitor & Measurement Channel-specific Strategies PESO Content Integration !
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Building a Pipeline
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Define Roles & Responsibilities]
Contributors: Generates content ideas and develops stories. Also supports reporting.
Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them.
Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also write content. Edits & approves content.
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Write Great Stories>
Who are you writing for?
How can you understand your audience better?
Awareness ì
Understanding ì
Action
How You Deliver
How They Perceive
+=
What experts or SMEs can you leverage?
What’s the story arc?
What action do you want readers to take?
How do you perceive and
process information?
The way we perceive and
process information impacts the
decisions we make &
actions we take.
make it personal | use vivid descriptions | share stories
when to use
how to capture
introduce ideas | gain support | align with ideas/brands
when to useadvocate for a choice | change direction | seek agreement
how to capturedescribe & create buy-in | provide data & expertise | share benefits & facts
Heart Share
Mind Share
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Share, Measure, Repeat
Which destinations should you elevate?
What are your key performance indicators for each?
Which drivers should you elevate?
s
How often are you measuring?
How are you using your data to make new decisions?
The only magic bullet in marketing is the wonder we create by the
stories we tell. You have to make that story relevant to them. Invite their
curiosity and leave them wanting to know more.C
“B
Play, Win & Learn More!
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Produced by: The Richards Group©2013 Dodge
Click Here for Paul Harvey Dodge Commercial
