Shear #s game- more content, more things to promote, link to, etc.
Add in shout out
Company- Discrenment utilizes Harvest--- all the influencers
The Art of Storytelling Pubcon 2016
Pearl Higgins | @pearl_higgins
A little bit about me…
- Director of Client Services,
- MA in Children’s Literature,
- Former Children’s Book
Reviewer, The Horn Book
- Maurice Sendak enthusiast
- Former child
Why Your Story Fell Flat
AND 7 ways to ensure it doesn’t next time.
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The digital marketer’s progression
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
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Listen when things aren’t
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Your audience is half of
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Use stakeholders and advanced
outreach to zero in on the right story.
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Ask what isn’t
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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.
Joschka Kintscher, Developer
Make sure you address those issues
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Prioritize better tracking
By understanding your successes and failures,
you’ll be better prepared to pivot and respond.
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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?
- 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
- How are the click-through rate and the impressions stacking
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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.
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Adjust your story and
delivery to respond to the
data your audience is
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Broaden your scope
Always look for that new demographic
to add to your personas.
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A niche publisher
was looking to
#hashtag @twitterhandle 45
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
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This new audience
shared the piece
just under 3,000
referral visits to the
article in its first
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Remember those appliances?
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Think tight with your outreach
Outreach shouldn’t be a numbers game.
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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.
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Become the audience
Give your community a platform to tell you their stories.
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Close the loop.
Find a way to let your
community tell their own
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