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MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan
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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.

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?
  • Transcript

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