Your SlideShare is downloading. ×
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Think Like a Publisher : 5 Storytelling Rules for Marketers
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Think Like a Publisher : 5 Storytelling Rules for Marketers

1,062

Published on

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

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

0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,062
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
16
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. AMANDA BATISTAELOQUA | ORACLE
  • 2. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
  • 3. Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
  • 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. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5Trustworthy Content Trumps Sales SpeakBuyers put a premium on value-based relationships
  • 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6Let’s Talk People Instead of ‘Prospects’
  • 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18Rule #5 Make Corporate Compelling§  Spread your own word§  Connect personally via communityà    
  • 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. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20The Marketer Scorecard Interactive ExperienceEloqua.com/scorecard
  • 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. 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. 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. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24Amanda Batistaamanda.batista@oracle.com@amandaf_batista
  • 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
  • 26. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
  • 27. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

×