Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1	  
Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3	  Why We’re Here§  80% of business decision-makers ...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4	  Trustworthy Content Trumps Sales SpeakBuyers put a...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5	  Let’s Talk People Instead of ‘Prospects’
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6	  
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7	  “So were different colours and were different cree...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8	  The Name of the Game:§  Set some new ground rules...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9	  Rule #1 Don’t Be VainContent isn’t about your comp...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10	  Tell a Story About Your End UserUse your company’...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11	  Rule #2: Keep it Contextual§  Who?§  What?§  W...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12	  Speaking of Real World Heroes…§  Follow a fun fo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13	  Rule #3: Find Your Format(s)What’s your company’s...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14	  Topical Storytelling: The ‘Grande Guides’§  Expl...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15	  Rule #4 Take Cues From ConsumptionRemember: A sal...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16	  Empower Your Content ConsumerHonor the consumer’s...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17	  Rule #5 Make Corporate Compellingà	  	  §  Spre...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18	  Enhance Your Corporate Communications§  Optimize...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19	  The Marketer Scorecard Interactive ExperienceEloq...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20	  §  Take advantage ofpresent puns§  Keep your ca...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21	  Turn to Pop Culture for Inspiration§  Classic mo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22	  5 Storytelling Rules for the Marketer§  1. Don’t...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23	  Amanda Batistaamanda.batista@oracle.com@amandaf_b...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24	  
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25	  
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Think Like a Publisher: 5 Storytelling Rules for the Marketer

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Marketers have been told to think like publishers, but where do you start? Here are 5 storytelling rules for the marketer, with examples of creative and compelling content marketing. Who says content can't be fun?! (Originally presented at Kapost Content Marketing Bootcamp in Boston June 2013)

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Think Like a Publisher: 5 Storytelling Rules for the Marketer

  1. 1. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1  
  2. 2. Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
  3. 3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3  Why We’re Here§  80% of business decision-makers preferto receive information about a company ina series of content versus traditionalmarketing tactics.§  Nearly 82% of B2B buyers have less timeto devote to reading and researchSource: Demand Gen Report Content Preferences SurveyMay 2013Content is increasingly driving marketing communications
  4. 4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4  Trustworthy Content Trumps Sales SpeakBuyers put a premium on value-based relationships
  5. 5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5  Let’s Talk People Instead of ‘Prospects’
  6. 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6  
  7. 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7  “So were different colours and were different creedsAnd different people have different needs.”-Martin Gore, Depeche Mode“People are People” (1984)THIRD  PARTY  COMPANY  LOGO  
  8. 8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8  The Name of the Game:§  Set some new ground rules for communicating§  Conceptualize storytelling in marketing§  Take a look at some cool content§  Go from ‘Corporate’ to ‘Compelling’§  Offer inspirational content tips
  9. 9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9  Rule #1 Don’t Be VainContent isn’t about your company, or you§  Nixing sales speak makes yourcontent more “robust”§  Be a “leading provider” ofeducation and delight§  Be the “#1 source” for industryinsightCarly Simon said it best
  10. 10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10  Tell a Story About Your End UserUse your company’s publishing platforms•  Tell the story ofhow your end userssucceed•  Maximize yourcase study andtestimonial contentoracle.com/oraclemagazine
  11. 11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11  Rule #2: Keep it Contextual§  Who?§  What?§  Where?§  Why?§  How?Borrow principles of journalism
  12. 12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12  Speaking of Real World Heroes…§  Follow a fun format§  Highlight the end user perspective§  Celebrate customer success (influencesharing)Your customers save the day!
  13. 13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13  Rule #3: Find Your Format(s)What’s your company’s signature?• Keep contentconsumers returningwith an extended story• Consider structuraluniformity for designand layout• Establish ‘characters’that reflect yourconsumer audience
  14. 14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14  Topical Storytelling: The ‘Grande Guides’§  Explain your format and itslogic upon introduction§  Keep contextual contentinventoried§  Anticipate trends and topicsvia social media
  15. 15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15  Rule #4 Take Cues From ConsumptionRemember: A sale is the result of a relationship
  16. 16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16  Empower Your Content ConsumerHonor the consumer’s right to choose§  Utilize different formats/deliverymethods§  Stay relevant to your buyerpersona data§  Give your consumer the option tochange tracks
  17. 17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17  Rule #5 Make Corporate Compellingà    §  Spread your own word§  Connect personally via community
  18. 18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18  Enhance Your Corporate Communications§  Optimize your content bandwidth§  Transfer message of sales sheets orother later stage content to moreengaging formats§  Cater to different audience segments
  19. 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19  The Marketer Scorecard Interactive ExperienceEloqua.com/scorecard
  20. 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20  §  Take advantage ofpresent puns§  Keep your calls to actionconcise and informative§  Use images tosupplement social postsTips for social posts‘Product Speak’ Sensibly
  21. 21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21  Turn to Pop Culture for Inspiration§  Classic movie titles§  Popular TV shows§  Trending videos§  Power puns
  22. 22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22  5 Storytelling Rules for the Marketer§  1. Don’t be vain§  2. Keep it contextual§  3. Find your format(s)§  4. Take cues from consumption§  5. Make corporate compellingDon’t leave home without ‘em!
  23. 23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23  Amanda Batistaamanda.batista@oracle.com@amandaf_batista
  24. 24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24  
  25. 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25  

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