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Lucy BlanchardHead of UK Marketing, Ayming
21st February 2017
The Importance of
Storytelling in Marketing
2
Biography
3
Storytelling: what’s the big deal?
4
Context
The media landscape is changing
5
Step 1
What are your objectives?
6
Step 2
Know your audience
7
The most important question…
8
Attract, engage & disseminate
9
Step 3
What are your key messages?
10
Step 4
Bring your messages to life
Quotes & Third Party Validation
Back Stories
Images
Info-graphicsStats
& Data
Benefits
€173m group
turnover in 2015
Quotes
20,000+ clients
worldwide
11
Step 5
Tell your story in a number of ways
Infographics
‘Soundbites’
for social
Videos
PR
Blogs &
Articles
Events,
webinars,
presentations
Direct
Marketing
12
For example…
Infographics
13
For example…
Diffusing large content into smaller pieces
14
Step 6
What does success look like?
15
Step 7
Make your content & communications work harder
16
Checklist
What are your objectives?
Understand your audience
Identify your key messages
Bring those messages to life
Tell your story…
Regularly
In a number of ways
Across multiple channels
What does success look like?
Repurpose, recycle & re-use!