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Campfire Content: Crafting Stories to Your Audience's Unique Content

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Centric's November 2018 Innovation Workshop by Metonymy Media CEO Ryan Brock

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Campfire Content: Crafting Stories to Your Audience's Unique Content

  1. 1. CAMPFIRE CONTENT Crafting Stories to Your Audience’s Unique Context Ryan Brock – Founder & CEO, Metonymy Media
  2. 2. YOUR AUDIENCE 1. Investors 2. Community Partners 3. Talent 4. Customers
  3. 3. THREE STEPS TO EFFECTIVE STORYTELLING 1. Identify your reader’s immediate context. 2. Confirm that context through SEO research. 3. Use rhetorical language effectively.
  4. 4. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT Imagine a real person when developing your story.
  5. 5. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT 63% of people say that they are tired of the “shock and awe” approach brands take in blasting out generic advertising messages online, which means many brands are still doing this regularly. AUDIENCES ARE TIRED OF BLANKET MESSAGING
  6. 6. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT What kind of information do you capture in personas? AUDIENCE PERSONAS
  7. 7. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT 1. What is Mary’s primary challenge? 2. What is Mary’s emotional state? 3. What does Mary value most of all? THE MARY APPROACH
  8. 8. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH Meet your audiences where they are.
  9. 9. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH Using SEO tools can help us see what our audiences are doing—and extend organic reach. SEO RESEARCH TOOLS
  10. 10. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH 1. Keyword Planners SEO RESEARCH TOOLS
  11. 11. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH 1. Keyword Planners 2. Google Trends SEO RESEARCH TOOLS
  12. 12. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH 1. Keyword Planners 2. Google Trends 3. Popular Content SEO RESEARCH TOOLS
  13. 13. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH Recreate this process with multiple phrases for the audience you’re trying to reach then compare what you find with what you’ve already documented about that audience’s needs, feelings, and values. SEO RESEARCH TOOLS
  14. 14. 3. USE RHETORICAL LANGUAGE EFFECTIVELY Illuminate your readers with emotional writing.
  15. 15. 3. USE RHETORICAL LANGUAGE EFFECTIVELY 1. Show, don’t tell. AVOID PITFALLS
  16. 16. 3. USE RHETORICAL LANGUAGE EFFECTIVELY 1. Show, don’t tell. 2. Resonate, don’t exploit. AVOID PITFALLS
  17. 17. 3. USE RHETORICAL LANGUAGE EFFECTIVELY 1. Show, don’t tell. 2. Resonate, don’t exploit. 3. Reader’s perspective, not yours. AVOID PITFALLS
  18. 18. CAMPFIRE CONTENT Crafting Stories to Your Audience’s Unique Context Ryan Brock – Founder & CEO, Metonymy Media

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