The Content Marketing Deluge: Making it Suck Less

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The advertising world is rampant with claims of content marketing expertise. In reality, creating great, engaging content is still emerging as a key skill in marketing. Most of it sucks. The global …

The advertising world is rampant with claims of content marketing expertise. In reality, creating great, engaging content is still emerging as a key skill in marketing. Most of it sucks. The global CEO and chief storyteller at Story Worldwide outlined the power of stories worth sharing and how to get there, including the importance of creating a process to locate the story on behalf of a brand that consumers will engage with. Kirk presented a case study about Story's work evolving the Green Giant mascot with stories that differentiate the Green Giant brand to show his point, and was joined onstage by Digiday reporter John McDermott afterwards for a discussion.

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  • ADVERTISING IS CLEARLY IN TRANSITION.
  • AND NEEDS A NEW APPROACH.
  • LAST YEAR WAS THE YEAR OF CONTENT.EVERY AGENCY BECAME A STORYTELLING AGENCY.OR NOT….BUT THE BIT ABOUT SOCIAL AND DIGITAL AND CONTENT BEING DIFFERENT THINGS…?THAT’S CRAZY.
  • SLOWLY, BRANDS ARE LEARNING THIS IS THE REAL OBJECTIVETHIS MEANS USING TECHNOLOGY IN THE ONLY WAY IT CAN BE USEDTO DELIVER EXPERIENCES, ENTERTAINMENT AND INFORMATION ON DEMANDAND SHARE IT WITH FRIENDS AND STRANGERS.
  • SLOWLY, BRANDS ARE BEGINNING TO UNDERSTAND THEADVANTAGES OF THE MEDIA REVOLUTION GOING ON.IF THEY KNOW HOW TO CREATE THEIR OWN CONTENTTHEY ARE COMPLETELY EMPOWERED
  • THIS IS ONE OF A HUNDRED STUDIES OVER THE PAST 80 YEARSTHAT PROVE: Messages from people are 2X to 4X as effective as the same messages directly from brandsRegression analysisALL THIS HAS PUT THE DEFINITION OF ADVERTISING UNDER EXTREME PRESSURE
  • 3min and 22 seconds — an actual story
  • 14,227 comment s3min and 22 seconds — an actual storyMADE BY REALSTORYTELLERS, WRITERS & FILMMAKERS AT MOONBOTNOT BY AN AD AGENCYTHEIR FACEBOOK PAGE ALSO SUCKSBUT A POSTING ON THE FILM THE SCARECROW GOT 10,861 LIKESAND 457 SHARES
  • 0.86% people talking about this
  • 0.86% people talking about this
  • THIS MEANS THERE IS ALMOST ALWAYS A DISCONNECT BETWEEN A BRAND, ITS ADS AND ITS CONTENTTHE CONTENT IS DISCONNECTED FROM THE BRAND STRATEGYAND THE TRADITIONAL AGENCY IS STILL IN CHARGE BECAUSE IT KNOWSBRAND MANAGENENT.
  • Summer 1997

Transcript

  • 1. LET’S TAKE OVER ADVERTISING. STORY WORLDWIDE 2014
  • 2. LET’S TAKE OVER ADVERTISING. SOMEONE HAS TO. STORY WORLDWIDE 2014
  • 3. CREATE CONTENT PEOPLE WANT TO SHARE.
  • 4. IN THE POST ADVERTISING AGE, THE most effective STRATEGY IS: • • • • Dismiss the intermediaries. Own the audience yourself. Engage your audience with valuable content. Encourage them to spread your contagious brand stories.
  • 5. NIELSEN GLOBAL SURVEY: What media do you trust? What influences your purchase decisions? 2009 2012 RECOMMENDATIONS FROM PEOPLE I KNOW ADS ON RADIO CONSUMER OPINIONS POSTED ONLINE ADS BEFORE MOVIES EDITORIAL CONTENT TV PROGRAM PRODUCT PLACEMENTS BRANDED WEBSITES ADS SERVED IN SEARCH ENGINE REULTS EMAILS ONLINE VIDEO ADS ADS ON TV ADS ON SOCIAL NETWORKS BRAND SPONSORSHIPS ONLINE BANNER ADS
  • 6. THE BEST ONLINE ADS OF 2013 WEREN’T ADS
  • 7. THE BEST ONLINE ADS OF 2013 WEREN’T ADS
  • 8. THE CREATIVE CRISIS: GREAT TV IDEAS ARE ALL ABOUT A burst of disruption. GREAT DIGITAL IDEAS ARE ALL ABOUT sustained conversation.
  • 9. “To wrest advertising from the cold, dead hands of the traditional agencies, the content industry is going to have to master and improve some BASIC BRAND MANAGEMENT skills, including branding, strategic planning, media planning, and measurement.” —Me, writing in Chief Content Officer Magazine
  • 10. Want to take charge of the brand story? You must have a PROVEN, repeatable process for finding a brand’s core story.
  • 11. WHAT WE CALL A STORY PLATFORM. The Heart of a brand It’s important to understand that a Story Platform isn’t a tagline or product descriptor. It’s not something that will appear in your advertising or something you’ll tell customers. Instead, it is the emotional and rational heart of your brand and all your messaging. Unified Narrative It is the single thought that should be apparent in everything your brand communicates. It is the core narrative you want to deliver in every story that the brand and your employees, your customers and potential customers, the media and the general public tell about your brand.
  • 12. STORY PLATFORMS ARE DERIVED FROM EDITORIAL PLATFORMS THE INVESTIGATOR Uncover the truth THE BUSINESS EXPERT THE GUIDE TO BEING BEAUTIFUL Find the bottom line We’re still pretty
  • 13. HOW IT’S DONE. A LITTLE TASTE…
  • 14. The Story Brand Discovery Workshop 19 Collaborative workshops with key internal stakeholders form the foundation for strategic development.
  • 15. THERE ARE THREE PHASES of a Story Discovery workshop 1 2 3 Pre workshop research Workshop day Workshop output BEFORE THE WORKSHOP ON THE DAY KEEPING MOMENTUM Stakeholder questionnaire/interviews, client research immersion & desk research A full day of collaboration among key stakeholders to complete narrative exercises led by Story Insights synthesis, Story Platform & Pillar development, output creation and conceptual ideation
  • 16. SWOT ANALYSIS Understanding where we are - today INPUT EXERCISE OUTPUT Pre workshop research Quick SWOT analysis to capture where we are today and where we are headed. Warm up the group with a familiar strategic exercise Capture each of the strengths, weaknesses, opportunities, threats 21
  • 17. THE MIGHTY METAPHOR Using metaphors to tell the story INPUT EXERCISE OUTPUT • SWOT analysis Break out groups utilize descriptive language to expand the accepted notions of the brand Capture each of the groups’ list of metaphors, ask the full group which descriptors are most 22
  • 18. ARCHETYPES Your brand’s personality INPUT EXERCISE OUTPUT Mighty Metaphor and SWOT analysis exercises Introduce and explain the archetypes and their traits; use table sorting exercise to narrow down to top nominees Group determines which (if any) archetype best represents brand character and what the consequences are 23
  • 19. THE AUDIENCE Establishing or validating the target audience INPUT EXERCISE OUTPUT Archetypes and all prior exercises Define or validate primary and secondary audiences via audience definition pro forma list Full team hones the primary and secondary audiences definition 24
  • 20. AUDIENCE JOURNEYS Understanding exactly how we interact with the audience at each touch point INPUT EXERCISE OUTPUT Audiences and all prior exercises Groups map out the offline and online brand interactions of primary and secondary audiences Audience journey from brand touchpoint to brand touchpoint 25
  • 21. General Mills GREEN GIANT
  • 22. THAT WAS THE BEGINNING Kirk Cheyfitz CEO+Chief Storyteller Story Worldwide @kirkcheyfitz kirk.cheyfitz@storyworldwide.com storyworldwide.com