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Content on a Mission | @ DUO September 17 Presentation Slides

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On September 17, 2013, communications consultant and business storyteller, Helena Bouchez, presented @ DUO on content strategy and business storytelling. …

On September 17, 2013, communications consultant and business storyteller, Helena Bouchez, presented @ DUO on content strategy and business storytelling.
View her slides to learn the most important 150 words of any business story and how to frame your content strategy in relation to services.

Published in: Technology, Business

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  • 1. Content on a Mission: Better Content Strategy & Better Business Storytelling
  • 2. Better Content Strategy & Better Business Storytelling Once upon a time... There was an awesome hospital marketing firm in Minneapolis. They created tons of valuable content and became known through out the land.
  • 3. Better Content Strategy & Better Business Storytelling Alas... Being “known for something” was not translating to new business. The firm was always passionate in its opinion that healthcare marketing really needed to evolve. So during lunch, over fish tacos...
  • 4. Better Content Strategy & Better Business Storytelling Joe Public Doesn’t Care About Your Hospital A Manifesto for Transforming Healthcare Marketing. Content on a mission!
  • 5. Better Content Strategy & Better Business Storytelling Content on a mission: • Gives people who want what you want a reason to care about you • Causes audiences to see you as an agent of change. • Provides a frame of reference for people trying to decide what action to take. • Shifts the focus off of what’s in for “me” and onto what’s in it for “us.”
  • 6. Better Content Strategy & Better Business Storytelling Content on a mission: Enables you to tell more relevant business stories. Stories that advance the mission, and bring change that will benefit everyone closer to reality.
  • 7. Better Content Strategy & Better Business Storytelling The catch: The mission must be service-based. No one will want to join you on a mission that is dedicated solely to fattening your company’s bottom line. (Sorry.)
  • 8. Better Content Strategy & Better Business Storytelling How to get to mission: • Check out your organization’s values. • Examine how it describes its culture. • Analyze current content for patterns. • Ask leadership. One more thing...
  • 9. Better Content Strategy & Better Business Storytelling Be mindful of audience bandwidth Badly executed content, even when mission drive is still bandwidth intensive. Hire talent.
  • 10. Better Content Strategy & Better Business Storytelling The most important 150 words of any business story: The headline and the abstract. It may be all people have bandwidth to read. Give them value and they will share it anyway. Remember it takes longer to write short than long.
  • 11. Better Content Strategy & Better Business Storytelling Action Steps • Select a service mission. • Develop the content strategy around it. • Communicate everything from that perspective. • Maximize value for bandwidth: tell clearly, quickly.
  • 12. Better Content Strategy & Better Business Storytelling Helena Bouchez Story-driven communications and content strategies for creative professional services firms. Web: helenabcommunications.com Twitter: @helenabouchez Email: helena@helenabcommunications.com LinkedIn: linkedin.com/in/helenabouchez Phone: 609.851.5166
  • 13. Content on Mission Better Content Strategy & Better Business Storytelling Thank you for attending @DUO!