Content Strategy:Start With Your StoryCarla JohnsonPrincipal@CarlaJohnson
StoriesConnectPeople
Business Sounds Like…• 981 people died in alcohol-related crashes in 2000• Out of 420 pedestrian fatalities, 38% of those ...
5000MESSAGES A DAY
Texas Departmentof Transportationwww.FacesOfDrunkDriving.com
WHAT MAKESA GREAT STORY?
For sale.Baby carriage.Never used.
A GREAT STORY IS…• Interesting• Concise• Shareable
UNCOVERING YOURSTORY
Why?
Owner(s) Execs CustomersPartners Supporters Employees
INTEGRATING YOURSTORY
WHAT’s your business objective?WHO are you talking to?WHEN in their decision-making process?WHERE/HOW are they connecting ...
The more I can fill theconsumer’s emotional wellwith brand stories, theless I have to trade on it.-Jonathan MildenhallCoca...
“Highly successful. The innovation is really in how we’ve integrated it with ourother social media and content marketing e...
MULTIPLE PLATFORMS
• Online / Digital• Sales• In-person events• Paid / earned media• Employees• Visuals / graphics• Physical space / vehicles...
Indium Blog Series
Tell your employees your story firstTeach them how to tell itCreate tangible expressionsEnchant themEmpower themCREATEPROM...
BUYER’S JOURNEY
Source: Managing Content Marketingby Robert Rose and Joe PulizziCONTENTMARKETINGFUNNEL
ProblemAwarenessEducationPossibleSolutionsVendor Search SelectionRetention /Upsell /EvangelismBUYER’S JOURNEYBigger Story ...
“People willforget what yousaid, people willforget what youdid, but peoplewill never forgethow you madethem feel.”- Maya A...
Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohn...
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
Marketing profs storytelling 061413
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Marketing profs storytelling 061413

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“Let me tell you a story…” is one of the most powerful phrases a person can hear. Whether we realize it or not, people in our companies already tell stories through content, branding, campaigns, social media, PR, the products we develop and the services we deliver. But rarely do they differentiate us. And they’re often unorganized and inconsistent, at best. Learn how to avoid telling the same old story and create one that has a life of its own.

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Transcript of "Marketing profs storytelling 061413"

  1. 1. Content Strategy:Start With Your StoryCarla JohnsonPrincipal@CarlaJohnson
  2. 2. StoriesConnectPeople
  3. 3. Business Sounds Like…• 981 people died in alcohol-related crashes in 2000• Out of 420 pedestrian fatalities, 38% of those tested foralcohol had been drinking, and most of these had BACsover 0.08• Almost nine out of every 10 people killed in alcoholrelated collisions (87.4%) were in or on the drinkingdrivers vehicle (i.e. drivers/operators or passengers)• Almost nine out of every 10 drivers killed in alcohol-related collisions (87.5%) were male• Over half (56%) of the drivers killed in single-vehiclecrashes tested positive for alcohol, compared to only20% of those killed in multiple-vehicle crashes
  4. 4. 5000MESSAGES A DAY
  5. 5. Texas Departmentof Transportationwww.FacesOfDrunkDriving.com
  6. 6. WHAT MAKESA GREAT STORY?
  7. 7. For sale.Baby carriage.Never used.
  8. 8. A GREAT STORY IS…• Interesting• Concise• Shareable
  9. 9. UNCOVERING YOURSTORY
  10. 10. Why?
  11. 11. Owner(s) Execs CustomersPartners Supporters Employees
  12. 12. INTEGRATING YOURSTORY
  13. 13. WHAT’s your business objective?WHO are you talking to?WHEN in their decision-making process?WHERE/HOW are they connecting with you?WHAT do they want to know?WHY do you matter to them?CONTENT STRATEGY
  14. 14. The more I can fill theconsumer’s emotional wellwith brand stories, theless I have to trade on it.-Jonathan MildenhallCoca-Cola 2020 Project
  15. 15. “Highly successful. The innovation is really in how we’ve integrated it with ourother social media and content marketing efforts.”- John Watton, CMO, ShipservShipServe: The Movie (Starring “Rex”)
  16. 16. MULTIPLE PLATFORMS
  17. 17. • Online / Digital• Sales• In-person events• Paid / earned media• Employees• Visuals / graphics• Physical space / vehicles / cultureTRADITIONAL –AND BEYOND
  18. 18. Indium Blog Series
  19. 19. Tell your employees your story firstTeach them how to tell itCreate tangible expressionsEnchant themEmpower themCREATEPROMISE KEEPERS
  20. 20. BUYER’S JOURNEY
  21. 21. Source: Managing Content Marketingby Robert Rose and Joe PulizziCONTENTMARKETINGFUNNEL
  22. 22. ProblemAwarenessEducationPossibleSolutionsVendor Search SelectionRetention /Upsell /EvangelismBUYER’S JOURNEYBigger Story Detailed Story + Proof PointsSomething’snot rightWhat do Ineed todo?What’s myproblem?Who canhelp me?I want to feelgood aboutmy decisionReinforcemy choiceHow to use,successstoriesWhat’s thedifference youwant to make?Detailed,technicalinformationProve ROIThoughtleadership /ID problemsHow you’vehelpedothers
  23. 23. “People willforget what yousaid, people willforget what youdid, but peoplewill never forgethow you madethem feel.”- Maya Angelou
  24. 24. Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnsonCarla Johnson

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