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The Art of Storytelling Pubcon 2016

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Want to successfully promote your brand's story? Wonder why it fell flat in the past?

7 Was to successfully connect and promote your story.

Published in: Marketing
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The Art of Storytelling Pubcon 2016

  1. 1. @OutspokenMedia Story Promotion Pearl Higgins | @pearl_higgins #pubcon @pearl_higgins
  2. 2. A little bit about me… - Director of Client Services, Outspoken Media - MA in Children’s Literature, Simmons College - Former Children’s Book Reviewer, The Horn Book Guide - Maurice Sendak enthusiast - Former child 2
  3. 3. Why Your Story Fell Flat AND 7 ways to ensure it doesn’t next time. #pubcon @pearl_higgins 3
  4. 4. The digital marketer’s progression 4 Content marketing Storytelling #pubcon @pearl_higgins
  5. 5. 5#pubcon @pearl_higgins
  6. 6. More content does not equal a larger audience. 6#pubcon @pearl_higgins
  7. 7. 7
  8. 8. Plot Delivery 8
  9. 9. Promotable story has a novel delivery. 9
  10. 10. Where the Wild Things Are 10
  11. 11. 11
  12. 12. - @pearl_higgins 12
  13. 13. 13
  14. 14. 14
  15. 15. How do you want your audience to feel? 15
  16. 16. 16
  17. 17. 17 - http://awaywego.carnival.com/360vacation/
  18. 18. Your existing stakeholders are your built-in audience. How do they feel? 18#pubcon @pearl_higgins
  19. 19. Your company’s reputation will make or break the success of your story. You can’t expect the story to be the fix for reputation issues. #pubcon @pearl_higgins 19
  20. 20. #hashtag @twitterhandle 20
  21. 21. #pubcon @pearl_higgins 21
  22. 22. No one wants to hear a story: - If you over-charged them. - If they’re angry about your billing practices. - If they never received their product. - If the product broke. - If your customer service is sub-par. - If your terms and conditions were not clear. - If you made a social media snafu that you never really fixed. #pubcon @pearl_higgins 22
  23. 23. #hashtag @twitterhandle 23
  24. 24. No one wants to hear your story If you are not meeting or exceeding their expectations. #pubcon @pearl_higgins 24
  25. 25. #hashtag @twitterhandle 25
  26. 26. Step 1. Listen to your audience Listen early, listen often, and listen even when you don’t think you need to. #pubcon @pearl_higgins 26
  27. 27. Listen when things are going well #pubcon @pearl_higgins 27
  28. 28. Deliciously well #pubcon @pearl_higgins 28
  29. 29. Listen when things aren’t going well. #pubcon @pearl_higgins 29
  30. 30. Listen when you don’t have to #pubcon @pearl_higgins 30 Source: Blipsystems.com/your- mobile-phone-helps-keflavik-airport- give-you-a-better-travel-experience/
  31. 31. Your audience is half of your story. #pubcon @pearl_higgins 31
  32. 32. Step 2. Ask questions Use stakeholders and advanced outreach to zero in on the right story. #pubcon @pearl_higgins 32
  33. 33. Ask what isn’t working #pubcon @pearl_higgins 33 Hi Pearl, This is Joschka, one of the developers of Harvest Forecast. We recently noticed a drop in activity on your Forecast account. We want our customers to get the most out of our product, so I’m reaching out to offer any help you might need. How is Forecast fitting into your team’s workflow? What’s one thing we can do to improve your overall Forecast experience? If there’s anything we can help you with related to Forecast, please let me know. We’re all ears. Thank you, Joschka Kintscher, Developer Harvest Forecast
  34. 34. Make sure you address those issues #pubcon @pearl_higgins 34
  35. 35. Ask what is working #pubcon @pearl_higgins 35
  36. 36. Step 3. Prioritize better tracking By understanding your successes and failures, you’ll be better prepared to pivot and respond. #pubcon @pearl_higgins 36
  37. 37. What are you tracking? Really use your tools like Search Console, Google Analytics, Facebook & Twitter analytics to track the following: - Where is your story having the most success? Social? Organic? Referral? - What is the bounce rate and time on site for the piece? - What kind of terms is the piece ranking for? Is that what you expected? - How are the click-through rate and the impressions stacking up? #pubcon @pearl_higgins 37
  38. 38. If it’s working, pay attention A piece of content created for a client that targeted a number of keywords comparing one appliance to another. #pubcon @pearl_higgins 38
  39. 39. Adjust your story and delivery to respond to the data your audience is giving you. #pubcon @pearl_higgins 39
  40. 40. Step 4. Think differently about paid Think smarter, think targeted. #pubcon @pearl_higgins 40
  41. 41. Bring persona development back in Don’t just throw money at promotion, focus on those personas again. #pubcon @pearl_higgins 41
  42. 42. Don’t be afraid of sponsored content. #hashtag @twitterhandle 42
  43. 43. 43
  44. 44. Step 5. Broaden your scope Always look for that new demographic to add to your personas. #pubcon @pearl_higgins 44
  45. 45. A niche publisher was looking to broaden its audience beyond researchers and professionals in that field. #hashtag @twitterhandle 45
  46. 46. Scope broadened For one feature, it broadened the scope, widened the appeal to include: - Astronomical community forums - Natural history sites - Amateur radio news - Historical blogs - Tech enthusiasts - Hacker news #hashtag @twitterhandle 46
  47. 47. This new audience shared the piece just under 3,000 times, driving nearly 20,000 referral visits to the article in its first week live. #hashtag @twitterhandle 47
  48. 48. Successful story #hashtag @twitterhandle 48
  49. 49. Remember those appliances? #hashtag @twitterhandle 49
  50. 50. Step 6. Think tight with your outreach Outreach shouldn’t be a numbers game. #pubcon @pearl_higgins 50
  51. 51. Use tools to narrow in on targets The success that the science & news publication had was not because of large-scale outreach, but because there was a pared down list of targets. #hashtag @twitterhandle 51
  52. 52. Step 7. Become the audience Give your community a platform to tell you their stories. #pubcon @pearl_higgins 52
  53. 53. Remember to leave the cycle open #pubcon @pearl_higgins 53 Plot DeliveryAudience
  54. 54. Close the loop. Find a way to let your community tell their own stories. #pubcon @pearl_higgins 54
  55. 55. #pubcon @pearl_higgins 55
  56. 56. 56
  57. 57. You have to listen to your audience to have your own stories heard and amplified. #pubcon @pearl_higgins 57
  58. 58. 58 - @pearl_higgins “All great literature is one of two stories; a man goes on a journey or a stranger comes to town.”

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