AMANDA BATISTAELOQUA | ORACLE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4Why We’re Here§  80% of business decision-makers pre...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5Trustworthy Content Trumps Sales SpeakBuyers put a pr...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6Let’s Talk People Instead of ‘Prospects’
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8“So were different colours and were different creedsA...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9The Name of the Game:§  Set some new ground rules fo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10Rule #1 Don’t Be VainContent isn’t about your compan...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11Tell a Story About Your End UserUse your company’s p...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12Rule #2: Keep it Contextual§  Who?§  What?§  Wher...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13Speaking of Real World Heroes…§  Follow a fun forma...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14Rule #3: Find Your Format(s)What’s your company’s si...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15Topical Storytelling: The ‘Grande Guides’§  Explain...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16Rule #4 Take Cues From ConsumptionRemember: A sale i...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17Empower Your Content Consumer§  Utilize different f...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18Rule #5 Make Corporate Compelling§  Spread your own...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19Enhance Your Corporate Communications§  Optimize yo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20The Marketer Scorecard Interactive ExperienceEloqua....
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21§  Take advantage ofpresent puns§  Keep your calls...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22Turn to Pop Culture for Inspiration§  Classic movie...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.235 Storytelling Rules for the Marketer§  1. Don’t be...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24Amanda Batistaamanda.batista@oracle.com@amandaf_bati...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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Think Like a Publisher : 5 Storytelling Rules for Marketers

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Presented by Amanda Batista, Content Marketing Manager at Eloqua, during Content Marketing Bootcamp Boston. #contentcamp

Think Like a Publisher : 5 Storytelling Rules for Marketers

  1. 1. AMANDA BATISTAELOQUA | ORACLE
  2. 2. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
  3. 3. Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
  4. 4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4Why We’re Here§  80% of business decision-makers preferto receive information about a company ina series of content versus traditionalmarketing tactics.§  Nearly 82% of B2B buyers have less timeto devote to reading and researchSource: Demand Gen Report Content Preferences SurveyMay 2013Content is increasingly driving marketing communications
  5. 5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5Trustworthy Content Trumps Sales SpeakBuyers put a premium on value-based relationships
  6. 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6Let’s Talk People Instead of ‘Prospects’
  7. 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
  8. 8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8“So were different colours and were different creedsAnd different people have different needs.”-Martin Gore, Depeche Mode“People are People” (1984)THIRD PARTYCOMPANY LOGO
  9. 9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9The Name of the Game:§  Set some new ground rules for communicating§  Conceptualize storytelling in marketing§  Take a look at some cool content§  Go from ‘Corporate’ to ‘Compelling’§  Offer inspirational content tips
  10. 10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10Rule #1 Don’t Be VainContent isn’t about your company, or you§  Nixing sales speak makes yourcontent more “robust”§  Be a “leading provider” ofeducation and delight§  Be the “#1 source” for industryinsightCarly Simon said it best
  11. 11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11Tell a Story About Your End UserUse your company’s publishing platforms•  Tell the story ofhow your end userssucceed•  Maximize yourcase study andtestimonial contentoracle.com/oraclemagazine
  12. 12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12Rule #2: Keep it Contextual§  Who?§  What?§  Where?§  Why?§  How?Borrow principles of journalism
  13. 13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13Speaking of Real World Heroes…§  Follow a fun format§  Highlight the end user perspective§  Celebrate customer success (influencesharing)Your customers save the day!
  14. 14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14Rule #3: Find Your Format(s)What’s your company’s signature?• Keep contentconsumers returningwith an extended story• Consider structuraluniformity for designand layout• Establish ‘characters’that reflect yourconsumer audience
  15. 15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15Topical Storytelling: The ‘Grande Guides’§  Explain your format and itslogic upon introduction§  Keep contextual contentinventoried§  Anticipate trends and topicsvia social media
  16. 16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16Rule #4 Take Cues From ConsumptionRemember: A sale is the result of a relationship
  17. 17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17Empower Your Content Consumer§  Utilize different formats/deliverymethods§  Stay relevant to your buyerpersona data§  Give your consumer the option tochange tracksHonor the consumer’s right to choose
  18. 18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18Rule #5 Make Corporate Compelling§  Spread your own word§  Connect personally via communityà    
  19. 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19Enhance Your Corporate Communications§  Optimize your content bandwidth§  Transfer message of sales sheets orother later stage content to moreengaging formats§  Cater to different audience segments
  20. 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20The Marketer Scorecard Interactive ExperienceEloqua.com/scorecard
  21. 21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21§  Take advantage ofpresent puns§  Keep your calls to actionconcise and informative§  Use images tosupplement social postsTips for social posts‘Product Speak’ Sensibly
  22. 22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22Turn to Pop Culture for Inspiration§  Classic movie titles§  Popular TV shows§  Trending videos§  Power puns
  23. 23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.235 Storytelling Rules for the Marketer§  1. Don’t be vain§  2. Keep it contextual§  3. Find your format(s)§  4. Take cues from consumption§  5. Make corporate compellingDon’t leave home without ‘em!
  24. 24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24Amanda Batistaamanda.batista@oracle.com@amandaf_batista
  25. 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
  26. 26. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
  27. 27. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

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