Whats Your Story Presentation to Business League Falmouth 22/10/09

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    Whats Your Story Presentation to Business League Falmouth 22/10/09 - Presentation Transcript

    1. What's your story? Andy Coote Bizwords
    2. Marketing has always been a CON
    3. In fact Marketing has always been TWO CONs
    4. CONtent CONtext
    5. Content
    6. Context
    7. Now a third CON is important CONversation
    8. Conversation
    9. Common Issues with Content
      • Tactical
      • No common themes/approaches
      • Dry ‘essay’ English
      • Inconsistent
        • message
        • tone
        • image
    10. Common Issues with Content
      • Content fragmented; audience is not
      • Different messages coming through these uncoordinated channels
      • Brand gets muddied and confused.
      • Customers don't buy
      • Because they don't understand what the business is about
    11. Communication
      • Instantaneous
      • unlimited reach.
      • Your message can be broadcast across the world in seconds
      • worth investing time into putting some basics in place.
    12. Just what IS the story?
    13. Content
      • Critical part of Brand
      • needs to be
        • Consistent
        • Effective
        • Engaging
        • Hence 'stories‘
      • Must contribute to building the right image
      • Sustained by the actions and behaviours of the business
    14. Audience
      • What interests them and what they know already
      • how they talk
      • what they are talking about
      • what we want them to know
      • what you want them to DO
      • where we can reach them
    15. What you want them to DO
      • Not all hard sell
      • Possible outcomes may be that they
        • read more
        • share information with others
        • give you feedback
        • start a conversation with you
        • express an interest in your product or service
        • Qualify out or Buy
      • Important to be clear what you want
      • And have a fallback outcome
    16. Generating Content
      • Stories
      • Themes
      • Orient to Audience
      • Sequence of Communications
      • Articles - Press Releases – Collateral
      • Conversations
      • Signposting (Twitter/Facebook/Linkedin)
      • Measure
      • Revise story/new audience
      • Do it over again
    17. Example Structure
      • Opening – set the scene and engage
      • Problem – why should you read this?
      • Options – what might we do
      • Solution – what you recommend is done
      • Call to action – offer the next steps
    18. Context and Conversation
      • Delivery across multiple platforms/channels
        • The reader chooses how to interact with your content
        • Gives permission to develop your conversation
      • So mix and match the delivery methods
      • Ensure the story and the tone are delivered consistently.
    19. Writing Options Book – 30 – 80K words Blog – 100 words Web Page – 300 words Article – 1000 words White Paper – 3000 words ebook – 5 –10k words Tweet – 140 characters
    20. Questions?
    21. Thank you for listening Contact Andy Coote [email_address] www.bizwords.co.uk 07949 813784

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