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Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1	  
Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3	  Why We’re Here§  80% of business decision-makers ...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4	  Trustworthy Content Trumps Sales SpeakBuyers put a...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5	  Let’s Talk People Instead of ‘Prospects’
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6	  
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7	  “So were different colours and were different cree...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8	  The Name of the Game:§  Set some new ground rules...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9	  Rule #1 Don’t Be VainContent isn’t about your comp...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10	  Tell a Story About Your End UserUse your company’...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11	  Rule #2: Keep it Contextual§  Who?§  What?§  W...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12	  Speaking of Real World Heroes…§  Follow a fun fo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13	  Rule #3: Find Your Format(s)What’s your company’s...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14	  Topical Storytelling: The ‘Grande Guides’§  Expl...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15	  Rule #4 Take Cues From ConsumptionRemember: A sal...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16	  Empower Your Content ConsumerHonor the consumer’s...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17	  Rule #5 Make Corporate Compellingà	  	  §  Spre...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18	  Enhance Your Corporate Communications§  Optimize...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19	  The Marketer Scorecard Interactive ExperienceEloq...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20	  §  Take advantage ofpresent puns§  Keep your ca...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21	  Turn to Pop Culture for Inspiration§  Classic mo...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22	  5 Storytelling Rules for the Marketer§  1. Don’t...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23	  Amanda Batistaamanda.batista@oracle.com@amandaf_b...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24	  
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25	  
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Think Like a Publisher: 5 Storytelling Rules for the Marketer

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Marketers have been told to think like publishers, but where do you start? Here are 5 storytelling rules for the marketer, with examples of creative and compelling content marketing. Who says content can't be fun?! (Originally presented at Kapost Content Marketing Bootcamp in Boston June 2013)

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Think Like a Publisher: 5 Storytelling Rules for the Marketer

  1. 1. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1  
  2. 2. Think Like a Publisher:5 Storytelling Rules for MarketersAmanda BatistaContent Marketing ManagerEloqua@AmandaF_Batista
  3. 3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3  Why 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
  4. 4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4  Trustworthy Content Trumps Sales SpeakBuyers put a premium on value-based relationships
  5. 5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5  Let’s Talk People Instead of ‘Prospects’
  6. 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6  
  7. 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7  “So were different colours and were different creedsAnd different people have different needs.”-Martin Gore, Depeche Mode“People are People” (1984)THIRD  PARTY  COMPANY  LOGO  
  8. 8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8  The 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
  9. 9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9  Rule #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
  10. 10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10  Tell 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
  11. 11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11  Rule #2: Keep it Contextual§  Who?§  What?§  Where?§  Why?§  How?Borrow principles of journalism
  12. 12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12  Speaking of Real World Heroes…§  Follow a fun format§  Highlight the end user perspective§  Celebrate customer success (influencesharing)Your customers save the day!
  13. 13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13  Rule #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
  14. 14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14  Topical Storytelling: The ‘Grande Guides’§  Explain your format and itslogic upon introduction§  Keep contextual contentinventoried§  Anticipate trends and topicsvia social media
  15. 15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15  Rule #4 Take Cues From ConsumptionRemember: A sale is the result of a relationship
  16. 16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16  Empower Your Content ConsumerHonor the consumer’s right to choose§  Utilize different formats/deliverymethods§  Stay relevant to your buyerpersona data§  Give your consumer the option tochange tracks
  17. 17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17  Rule #5 Make Corporate Compellingà    §  Spread your own word§  Connect personally via community
  18. 18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18  Enhance Your Corporate Communications§  Optimize your content bandwidth§  Transfer message of sales sheets orother later stage content to moreengaging formats§  Cater to different audience segments
  19. 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19  The Marketer Scorecard Interactive ExperienceEloqua.com/scorecard
  20. 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20  §  Take advantage ofpresent puns§  Keep your calls to actionconcise and informative§  Use images tosupplement social postsTips for social posts‘Product Speak’ Sensibly
  21. 21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21  Turn to Pop Culture for Inspiration§  Classic movie titles§  Popular TV shows§  Trending videos§  Power puns
  22. 22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22  5 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!
  23. 23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23  Amanda Batistaamanda.batista@oracle.com@amandaf_batista
  24. 24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24  
  25. 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25  

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