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The power of storytelling in content marketing

Storytelling is a superpower. Learn why and how you can use it to become a better marketer and grow your business

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The power of storytelling in content marketing

  1. 1. The Power of Storytelling WordCamp Barcelona 2016 Ilia Markov www.markovunchained.com @nochainmarkov
  2. 2. Download these slides: 
 http://nocha.in/WCBcn16
  3. 3. • Content marketer for over 2 years • Digital marketing consultant • Culé, been to 1 El Clásico (we lost 0-3 😞) A bit about myself…
  4. 4. Storytelling is a superpower
  5. 5. It can change people’s behavior.
  6. 6. Meet Timmy
  7. 7. Timmy has a dream…
  8. 8. Timmy wants his “business” to succeed
  9. 9. Timmy’s heard of storytelling, but… I don't think it works How do I use it? Why should I care? What is it? What makes a great story?
  10. 10. What is storytelling?
  11. 11. A structured method of communication StoryCharacter Plot
  12. 12. A tool to share ideas
  13. 13. Storytelling has been with us since the beginning
  14. 14. Chauvet Caves, France
  15. 15. Do we really need stories?
  16. 16. Our brains are overloaded
  17. 17. Storytelling works Source: buffer.com
  18. 18. Does it really?
  19. 19. Well…only if you believe in science
  20. 20. Source: NPR Stories are like a mojito for your brain
  21. 21. Brain chemistry affects behavior Source: Future of Storytelling
  22. 22. Source: BrainPickings Stories work like magic
  23. 23. Source: PGAVdestinations Your brain lives the story
  24. 24. “With his long nails, the boy scraped down the blackboard.”
  25. 25. What makes a great story?
  26. 26. Great start…but not enough StoryCharacter Plot
  27. 27. Lead with people… = Great Story! + Desire Conflict
  28. 28. …and follow a ‘Dramatic Arc’ Source: aeon
  29. 29. How can you use it? (And when you shouldn’t)
  30. 30. Stories create impactful case studies • Problem of client = 
 The dragon • Your product = 
 Sant Jordi • Use product to overcome challenge →
  31. 31. Source: writtent Charmin (Charmin Bears) Frosted Flakes (Tony the Tiger) Keebler (Keebler Elves) Mr. Clean (Mr. Clean) M&Ms (Spokescandies) Nesquick (Nesquick Rabbit) Cheetos (Chester Cheetah) Green Giant (Sprout / Green Giant) Travelocity (Gnome) -63% -16% +35% +51% +82% +182% +203% +279% +585% Brand characters can help market ‘unconventional’ products Boost in shares on Facebook by using brand character
  32. 32. If they can do it with toiler paper… …you have no excuse
  33. 33. Having clarity on your own story is the easiest way to build culture and motivate people
  34. 34. – Tony Hsieh, Zappos “Our number one priority is company culture. Our whole belief is that if you get the culture right, most of the other stuff like […] building a long-term enduring brand will just happen naturally on its own.”
  35. 35. Don’t use stories when your customers expect a straight answer
  36. 36. Summary • Storytelling is a tool for sharing ideas • It helps you cut through the noise and create a compelling message for your business • It works on the brain to change people’s behavior • Good stories start with people (desire+conflict) and follow a ‘Dramatic Arc’ • You can tell stories both externally and internally
  37. 37. – Nir Eyal, Hooked “If it can’t be used for evil, it’s not a superpower.”
  38. 38. You may think these are stupid…
  39. 39. …but they might as well be the best storytellers
  40. 40. Be mindful of how you use your superpower
  41. 41. @nochainmarkov Before I finish…
  42. 42. Thank you! @nochainmarkov
 hello@markovunchained.com
 http://nocha.in/WCBcn16 It’s time for your questions…
  43. 43. Resources Books • The Seven Basic Plots: Why We Tell Stories, Christopher Booker • Delivering Happiness: A Path to Profits, Passion, and Purpose, Tony Hsieh Articles • How to use storytelling to connect with your customers, HelpScout • How Experts Write Case Studies that Convert, Not Bore, Zapier • What Storytelling Does to Our Brains, Buffer • The Science Behind the Power of Storytelling, Contently’s The Content Strategist • The Science of Storytelling & Memory and Their Impact on CRO, ConversionXL • Why Storytelling Matters: a Data-Driven Answer, writtent • The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated, Brain Pickings • Dramatic Structure, Wikipedia (explanation of the “Dramatic Arc” concept) Video • Tony Hsieh on corporate storytelling • Future of StoryTelling: Paul Zak

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  • lalijimenez

    Dec. 9, 2016
  • primapramudya

    Jul. 3, 2020

Storytelling is a superpower. Learn why and how you can use it to become a better marketer and grow your business

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