The Strategy Behind Your Online Story
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The Strategy Behind Your Online Story

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Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them ...

Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them feel part of a brand experience. You have a unique story to tell them and plenty of places to tell it — but without an integrated content strategy, your brand story can quickly become fragmented and fall flat.

In this session, Stacey King Gordon from Suite Seven, a content strategy and brand communications consultancy, talks about how you can develop your unique point of view and a framework for what content you publish on your social media and other marketing channels. Learn why content is so important to building your brand, and how to develop a sustainable content plan even when you have limited resources.

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    The Strategy Behind Your Online Story The Strategy Behind Your Online Story Presentation Transcript

    • @staceykgordon@suiteseven
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    • Earned media earns trust. 92 of consumers trust “earned media” % 47% of consumers trust TV or print paid ads15 Nielsen’s Global Trust in Advertising Survey, 2012
    • Social media is importantto small businesses.83% of businesses in 2012 agreedthat social media was importantto their business for:•Building awareness•Driving traffic to their websites•SEO 16Social Media Marketing Industry Report, 2012
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    • 1970500messages every day Consumers are2013 overwhelmed3,000 with marketing.to30,000messages every day 18
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    • "Advertising is The same ol’ same ol’so ubiquitous … isn’t workingthat its turningpeople off. Its anymore.desensitizingpeople to themessage.”- Rance Crain, editor inchief, Advertising Age 8 10 out of online ads fail to reach their desired audiences 63% of consumers say they ignore Internet ads 21
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    • When issocialmedia going to start working for us?23
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    • Should I be on Twitter? Should I join Pinterest? Do I need to blog?26
    • WHAT STORY AM I TRYING TO TELL?27
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    • 95 of all blogs are abandoned %29
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    • Mission Point of View Unique Voice31
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    • “Brands are media. Marketers are editors, or at least need to start thinking like editors and producers if they don’t” — C.C. Chapman, Content Rules33
    • Get ✔ What you’re going to sayspecific ✔ Where you want to say itabout: ✔ How you’re going to say it34
    • Biggest challenges with content marketing35
    • Small businesses: Do a few things well Think smarter36
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    • Tell Stories that Mean Something to Your Audiences• Touch on themes they’re already familiar with• Discuss topics that resonate with them• Create an element of surprise or freshness 39
    • Entertain Connect Inspire VALUE Support Educate40
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    • 1. Present some kind of unexpected challenge or emotional hook. 2. Create a sense of “me to we.” 3. Be authentic.42
    • Lake City, SC43
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    • THE STORY MAKES YOUR PRODUCT BETTER53
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    • Your business• Why are you here?• What gets you up in the morning?• What does it mean to you to be putting your products into the world?Talk from the heart! 60
    • Talk aboutothers12Xmore than youtalk aboutyourself. 61
    • Your experience• What fascinating things or stories do you encounter in your work?• Do you meet interesting people?• Do you work with people who have unique knowledge?Build a community!62
    • Your process• How do you come up with ideas?• What inspires you?• How does an idea evolve?63
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    • Know youraudience! 68
    • WHAT DO THEY NEED THAT I CANUNIQUELY GIVE THEM?69
    • Your strategy sweet spot What your WHERE What your stories are YOU audience PLAY cares about70
    • Themes and topics Channels What your WHERE What your stories are YOU audience PLAY cares aboutFrequency Curation 71
    • “At our core, our company is about storytelling … If you’re genuinely passionate about what you’re doing, it’s going to come through.”72
    • Winbrandfans!73
    • THANK YOU! www.suiteseven.com/wja74