MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan

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Presentation delivered at MarketMix 2013 by Andy Boyer of Relaborate, describing how to leverage storytelling as part of a 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?
  • MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan

    1. 1. My Dream @aboyer | @relaborate
    2. 2. My first real baseball job! @aboyer | @relaborate
    3. 3. @aboyer | @relaborate
    4. 4. @aboyer | @relaborate
    5. 5. COMPARE THAT TO AN ALTERNATIVE…
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. But this isn’t apresentation about Slides @aboyer | @relaborate
    10. 10. It’s about Stories @aboyer | @relaborate
    11. 11. Why are marketerstelling stories? @aboyer | @relaborate
    12. 12. “Find a Shared Worldview” @aboyer | @relaborate
    13. 13. @aboyer | @relaborate
    14. 14. http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing @aboyer | @relaborate
    15. 15. http://www.slideshare.net/mweigel/how-to-not-fail-16647530 @aboyer | @relaborate
    16. 16. http://www.slideshare.net/mweigel/how-to-not-fail-16647530 @aboyer | @relaborate
    17. 17. Clutter / StoryarcsWe have too much clutter tomake sense of it all @aboyer | @relaborate
    18. 18. So, what makes a goodstory? @aboyer | @relaborate
    19. 19. ACT I A Hero and theIntroduction of a Challenge
    20. 20. @aboyer | @relaborate
    21. 21. http://www.fiestamovement.com/ @aboyer | @relaborate
    22. 22. ACTIIValidation, Tests, M ore Challenges
    23. 23. SEO MOZThe SEOmoz Story:You will be smarter for being partof our tribe @aboyer | @relaborate
    24. 24. The Tom’s of Maine Story:Starting with the people who want to hearthe story @aboyer | @relaborate
    25. 25. The Dollar Shave Club Story:Shaving shouldn’t be so expensive @aboyer | @relaborate
    26. 26. ACT IIIResolution
    27. 27. @aboyer | @relaborate
    28. 28. @aboyer | @relaborate
    29. 29. I’ve brought along somefriends to tell their stories @aboyer | @relaborate
    30. 30. RebeccaLovell,Vittana @aboyer | @relaborate
    31. 31. Billy PettitPillar PropertiesandMerrill Gardens @aboyer | @relaborate
    32. 32. Bill Sleeper,Merrill Gardens
    33. 33. 4th story –Vittana.org
    34. 34. The Lyric Capitol Hill @aboyer | @relaborate
    35. 35. @aboyer | @relaborate
    36. 36. Here’s how your companycan tell your stories @aboyer | @relaborate
    37. 37. 1. ASK @aboyer | @relaborate
    38. 38. 2. Plan @aboyer | @relaborate
    39. 39. 3. Write @aboyer | @relaborate
    40. 40. 4. Bewhereyourtribe is Source: cloudforprofit.com @aboyer | @relaborate
    41. 41. 5. Listen to your ratings @aboyer | @relaborate
    42. 42. AskListen Plan Distribute Write @aboyer | @relaborate
    43. 43. 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 of storytellinginspiration @aboyer | @relaborate
    44. 44. YOUR TRIBE ISLISTENING @aboyer | @relaborate
    45. 45. Content Marketing, Simplified Thanks! Email me: Andy@Relaborate.com Signup at: www.relaborate.com Follow us on Twitter: @Relaborate
    46. 46. 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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