Download at: http://bit.ly/MarketMixStorytelling
My Dream           @aboyer | @relaborate
My first real baseball job!                              @aboyer | @relaborate
@aboyer | @relaborate
@aboyer | @relaborate
COMPARE THAT TO AN ALTERNATIVE…
About Me• Andy Boyer | @aboyer |  andy@relaborate.com• Experience with  RealNetworks, Microsoft, Amazon, Imagekin  d, Mova...
Or…• Andy Boyer | @aboyer | andy@relaborate.com• Experience with  RealNetworks, Microsoft, Amazon, Imagekind,  Movaya, Got...
Or even…     • Andy Boyer | @aboyer |       andy@relaborate.com     • Experience with       RealNetworks, Microsoft, Amazo...
But this isn’t apresentation about Slides                    @aboyer | @relaborate
It’s about Stories                     @aboyer | @relaborate
Why are marketerstelling stories?                    @aboyer | @relaborate
“Find a Shared  Worldview”       @aboyer | @relaborate
@aboyer | @relaborate
http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing                                 @aboyer | @relab...
http://www.slideshare.net/mweigel/how-to-not-fail-16647530                                                             @ab...
http://www.slideshare.net/mweigel/how-to-not-fail-16647530                                                             @ab...
Clutter / StoryarcsWe have too much clutter tomake sense of it all                        @aboyer | @relaborate
So, what makes a goodstory?                   @aboyer | @relaborate
ACT I A Hero and theIntroduction of a    Challenge
@aboyer | @relaborate
http://www.fiestamovement.com/                                 @aboyer | @relaborate
ACTIIValidation, Tests,More Challenges
SEO MOZThe SEOmoz Story:You will be smarter for beingpart of our tribe                         @aboyer | @relaborate
The Tom’s of Maine Story:Starting with the people who want tohear the story                              @aboyer | @relabo...
The Dollar Shave Club Story:Shaving shouldn’t be so expensive                             @aboyer | @relaborate
ACT IIIResolution
@aboyer | @relaborate
@aboyer | @relaborate
I’ve brought along somefriends to tell their stories                        @aboyer | @relaborate
RebeccaLovell,Vittana          @aboyer | @relaborate
Billy PettitPillar PropertiesandMerrill Gardens                    @aboyer | @relaborate
Bill Sleeper,Merrill Gardens
4th story –Vittana.org
The Lyric Capitol Hill                         @aboyer | @relaborate
@aboyer | @relaborate
Here’s how your companycan tell your stories                   @aboyer | @relaborate
1. ASK         @aboyer | @relaborate
2. Plan          @aboyer | @relaborate
3. Write           @aboyer | @relaborate
4. Bewhereyourtribe is           Source: cloudforprofit.com               @aboyer | @relaborate
5. Listen to your ratings                      @aboyer | @relaborate
AskListen                        Plan   Distribute         Write                              @aboyer | @relaborate
RECAPStories can connect through the clutterIt is easy to watch and learn from other storytellersAll you need is a hero, a...
YOUR TRIBE ISLISTENING                @aboyer | @relaborate
Content Marketing, Simplified                        Thanks!                        Email me: Andy@Relaborate.com         ...
Images•   http://mhstcadets.blogspot.com•   http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing•   h...
Storytelling as Part of Your Content Marketing Plan
Storytelling as Part of Your Content Marketing Plan
Storytelling as Part of Your Content Marketing Plan
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Storytelling as Part of Your Content Marketing Plan

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  • The beginning of the story. What are the ideas that we need to get across in the first piece of this. • What’s the big idea?• Why should I care about the hero?• What’s the problem that MUST be resolved?
  • The beginning of the story. What are the ideas that we need to get across in the first piece of this. • What’s the big idea?• Why should I care about the hero?• What’s the problem that MUST be resolved?
  • Address the tests and challenges to this idea.Validate it with research, we fascinate with characters, and interesting anecdotes that bolster or challenge our ideas. Compel us to move forward to the problem that MUST be resolved.• What are the tests and challenges to this idea?• Why is this so compelling – and who/what validates this big, interesting or entertaining idea. How does the hero overcome these tests.• How does this move us forward to the problem that MUST be resolved.
  • Address the tests and challenges to this idea.Validate it with research, we fascinate with characters, and interesting anecdotes that bolster or challenge our ideas. Compel us to move forward to the problem that MUST be resolved.• What are the tests and challenges to this idea?• Why is this so compelling – and who/what validates this big, interesting or entertaining idea. How does the hero overcome these tests.• How does this move us forward to the problem that MUST be resolved.
  • Address the tests and challenges to this idea.Validate it with research, we fascinate with characters, and interesting anecdotes that bolster or challenge our ideas. Compel us to move forward to the problem that MUST be resolved.• What are the tests and challenges to this idea?• Why is this so compelling – and who/what validates this big, interesting or entertaining idea. How does the hero overcome these tests.• How does this move us forward to the problem that MUST be resolved.
  • This is the end – and will comprise 25% or less of the end. What is the FINAL test that absolutely makes our point – or how can we look back on the case we’ve made and show (not tell) how our hero has passed the tests and challenges so that they can claim victory.• What is the final test – the final validation that proves our point – or brings us to satisfyingconclusion of this story.• Where does our hero go from here?• Where does the audience go from here (bringing in our external and internal goals?
  • This is the end – and will comprise 25% or less of the end. What is the FINAL test that absolutely makes our point – or how can we look back on the case we’ve made and show (not tell) how our hero has passed the tests and challenges so that they can claim victory.• What is the final test – the final validation that proves our point – or brings us to satisfyingconclusion of this story.• Where does our hero go from here?• Where does the audience go from here (bringing in our external and internal goals?
  • Storytelling as Part of Your Content Marketing Plan

    1. 1. Download at: http://bit.ly/MarketMixStorytelling
    2. 2. My Dream @aboyer | @relaborate
    3. 3. My first real baseball job! @aboyer | @relaborate
    4. 4. @aboyer | @relaborate
    5. 5. @aboyer | @relaborate
    6. 6. COMPARE THAT TO AN ALTERNATIVE…
    7. 7. About Me• Andy Boyer | @aboyer | andy@relaborate.com• Experience with RealNetworks, Microsoft, Amazon, Imagekin d, Movaya, GotVoice, Spring Creek Group, Social3i• Currently run a content marketing software company called Relaborate• Teach Entrepreneurial Marketing at the University of Washington @aboyer | @relaborate
    8. 8. Or…• Andy Boyer | @aboyer | andy@relaborate.com• Experience with RealNetworks, Microsoft, Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i• Currently run a content marketing software company called Relaborate• Teach Entrepreneurial Marketing at the University of Washington @aboyer | @relaborate
    9. 9. Or even… • Andy Boyer | @aboyer | andy@relaborate.com • Experience with RealNetworks, Microsoft, Amazon, Image kind, Movaya, GotVoice, Spring Creek Group, Social3i • Currently run a content marketing software company called Relaborate • Teach Entrepreneurial Marketing at the University of Washington @aboyer | @relaborate
    10. 10. But this isn’t apresentation about Slides @aboyer | @relaborate
    11. 11. It’s about Stories @aboyer | @relaborate
    12. 12. Why are marketerstelling stories? @aboyer | @relaborate
    13. 13. “Find a Shared Worldview” @aboyer | @relaborate
    14. 14. @aboyer | @relaborate
    15. 15. http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing @aboyer | @relaborate
    16. 16. http://www.slideshare.net/mweigel/how-to-not-fail-16647530 @aboyer | @relaborate
    17. 17. http://www.slideshare.net/mweigel/how-to-not-fail-16647530 @aboyer | @relaborate
    18. 18. Clutter / StoryarcsWe have too much clutter tomake sense of it all @aboyer | @relaborate
    19. 19. So, what makes a goodstory? @aboyer | @relaborate
    20. 20. ACT I A Hero and theIntroduction of a Challenge
    21. 21. @aboyer | @relaborate
    22. 22. http://www.fiestamovement.com/ @aboyer | @relaborate
    23. 23. ACTIIValidation, Tests,More Challenges
    24. 24. SEO MOZThe SEOmoz Story:You will be smarter for beingpart of our tribe @aboyer | @relaborate
    25. 25. The Tom’s of Maine Story:Starting with the people who want tohear the story @aboyer | @relaborate
    26. 26. The Dollar Shave Club Story:Shaving shouldn’t be so expensive @aboyer | @relaborate
    27. 27. ACT IIIResolution
    28. 28. @aboyer | @relaborate
    29. 29. @aboyer | @relaborate
    30. 30. I’ve brought along somefriends to tell their stories @aboyer | @relaborate
    31. 31. RebeccaLovell,Vittana @aboyer | @relaborate
    32. 32. Billy PettitPillar PropertiesandMerrill Gardens @aboyer | @relaborate
    33. 33. Bill Sleeper,Merrill Gardens
    34. 34. 4th story –Vittana.org
    35. 35. The Lyric Capitol Hill @aboyer | @relaborate
    36. 36. @aboyer | @relaborate
    37. 37. Here’s how your companycan tell your stories @aboyer | @relaborate
    38. 38. 1. ASK @aboyer | @relaborate
    39. 39. 2. Plan @aboyer | @relaborate
    40. 40. 3. Write @aboyer | @relaborate
    41. 41. 4. Bewhereyourtribe is Source: cloudforprofit.com @aboyer | @relaborate
    42. 42. 5. Listen to your ratings @aboyer | @relaborate
    43. 43. AskListen Plan Distribute Write @aboyer | @relaborate
    44. 44. RECAPStories can connect through the clutterIt is easy to watch and learn from other storytellersAll you need is a hero, a challenge and a resolutionEveryone in your company can be a source ofstorytelling inspiration @aboyer | @relaborate
    45. 45. YOUR TRIBE ISLISTENING @aboyer | @relaborate
    46. 46. Content Marketing, Simplified Thanks! Email me: Andy@Relaborate.com Signup at: www.relaborate.com Follow us on Twitter: @Relaborate Sign up link for sneak preview:Relaborate.com/marketmix | Promo code: MarketMix
    47. 47. Images• http://mhstcadets.blogspot.com• http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing• http://www.cultofmac.com/194421/5-things-steve-jobs-would-have-been-proud-of-at-apple-in-2012-feature/• http://en.wikipedia.org/wiki/File:Question_mark.png• www.cloudforprofit.com• http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/• http://www.michaelbransonsmith.net/blog/tag/silent-movies/ @aboyer | @relaborate

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