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

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

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

Communication
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

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 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

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

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

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.

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

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

by Bizwords on Oct 22, 2009

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