What's your story? Andy Coote Bizwords

Marketing has always been a CON

In fact Marketing has always been TWO CONs

CONtent CONtext

Content

Context

Now a third CON is important CONversation

Conversation

Common Issues with Content Tactical No common themes/approaches Dry ‘essay’ English Inconsistent message tone image

Tactical

No common themes/approaches

Dry ‘essay’ English

Inconsistent

message

tone

image

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

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

Communication Instantaneous unlimited reach. Your message can be broadcast across the world in seconds worth investing time into putting some basics in place.

Instantaneous

unlimited reach.

Your message can be broadcast across the world in seconds

worth investing time into putting some basics in place.

Just what IS the story?

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

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

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

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

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

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

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

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

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

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

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.

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.

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

Questions?

Thank you for listening Contact Andy Coote [email_address] www.bizwords.co.uk 07949 813784