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The (Art) of Brand Storytelling - HighEdWeb Michigan 2013

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Why finding the RIGHT stories and telling them well can make the difference between passive - and passionate - stakeholders. Presentation to higher education marketers and web developers at HighEdWeb Michigan 2013 on brand storytelling.

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The (Art) of Brand Storytelling - HighEdWeb Michigan 2013

  1. 1. TheART of(BRAND)StorytellingDawn Pick Benson@GRbrandcontent
  2. 2. Stories are powerful.
  3. 3. Move peopleInspire othersChange lives
  4. 4. “There isn’t anyoneyou can’t learn to loveonce you’ve heardtheir story.”
  5. 5. We all have stories like this to tell.
  6. 6. BridgetGoosby,University ofNebraska -Lincolnhttp://newsroom.unl.edu/announce/stories/12398
  7. 7. Judith Hillhttp://studentlife.biola.edu/spotlight-pages/a-voice-of-hope/
  8. 8. Telling them,and doing it well,isn’t easy.
  9. 9. TimeResources Targeted messagingChannels: Facebook? Website? Alumnimagazine (print and/or digital)?Pinterest?Choosing the beststoriesFinding themCooperation across departments
  10. 10. BUT,it can make a differencebetween passive — andpassionate — alumni, donors,students and friends.
  11. 11. Telling them wellPlanning &ExecutionResearchFinding the right storiesThe Art of Storytelling
  12. 12. First, understand your audience’semotional journey.Finding the right story
  13. 13. “Go and spend time with thoseaudiences, understand how theywork and build an experience builtaround how they operate, builtwith them in mind.”- Katrina Craigwell, General Electric’s digital marketing managerhttp://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
  14. 14. A single story is incomplete.It makes one story become the only story.http://blog.ted.com/2009/10/07/the_danger_of_a/
  15. 15. Then, find your role in that journey.Finding the right storyFirst, understand your audience’semotional journey.
  16. 16. Telling them well Planning &ExecutionThe Art of StorytellingResearchFinding the right stories
  17. 17. ConsistentChannel-SpecificCompellingTelling Stories Well
  18. 18. Worth sharingConnects emotionallyAnswers the question:“Why does youruniversity matter?”Compelling
  19. 19. “... Understand not only where yourcustomer will be exposed to your message,but what his or her emotional state will bewhen engaged with that media.”- Fast Company, Melinda Partin, CEO and co-founder of WorktankChannel-specific
  20. 20. Telling a consistent story across channels,no matter where your message isdelivered.Consistent
  21. 21. “Inconsistencies degradethe power of story andcause mistrust.”- Melinda Partin, CEO and co-founder of Worktankhtt//www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience
  22. 22. “Being consistent – whether it’s in yourterminology, your tone of voice, or theway you present information – is one ofthe keys to building trust.And trust is key to any content marketingprogram because it builds loyaltyand brand recognition.”- Andrew Kaufman,“The Case for Content Strategy”http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
  23. 23. http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdfYou’re not alone!
  24. 24. The 4-letter word:PLAN(aka strategy)
  25. 25. “When you add a contentstrategist at the end of yourprocess, it’s like designinga book jacket, creatingthe binding and the PRcampaign beforeyou’ve even writtenthe novel, devised thechapters, thought of the wayyour story will be told.”- Margit Detweiler“4 Ways Brands Can Plan for Content Success”http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
  26. 26. “True content strategy is about more thangood writing... It’s a process thatfacilitates the development of goodcontent...”- Andrew Kaufman,“The Case for Content Strategy”http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
  27. 27. Based on what you now know, what are some ofyour key objectives?• Reach young alumni? Increase their giving levels or engagement?• Grow your Twitter following?• Overhaul your website? Or just keep your content updated regularly?• Improve communication with prospective parents?Content Strategy: A place to beginThen, list corresponding tactics.Other elements to include: Key messages, short style guide, editorial/content calendar
  28. 28. Content calendarAlso Includean “idearepository”(Georgy Cohen, Meet Content)
  29. 29. A Few TipsFirst, look for upcoming events that also meet your contentstrategy objectives.Intentionally seek out stories that speak to youraudience’s emotional journey.
  30. 30. Key questions to answer about your content• Who will create it?• What content type are we publishing?• When will we publish it?• Where will we publish it?• What are the key messages?• Why is it important to publish it?• How are we promoting it once it’s published?source: Meet Content
  31. 31. Let’s try it.
  32. 32. First, understand your audience’semotional journey.Finding the right story
  33. 33. Paul & Polly ParentCan weafford it?Will she get a job?Is it safe?...Or end up living inour basement?
  34. 34. Sally StudentWhat will Imajor in?Will I havefun?Will I fit in?Will I find a jobafter graduation?
  35. 35. Then, find your role in that journey.Finding the right story
  36. 36. Paul & Polly ParentCan weafford it?Will she get a job?Is it safe?...Or end up living inour basement?
  37. 37. Sally StudentWhat will Imajor in?Will I havefun?Will I fit in?Will I find a jobafter graduation?
  38. 38. Every brand has a story to tell.And telling it well can make the difference betweenpassive and passionate stakeholders.
  39. 39. Thank you!
  40. 40. Dawn Pick Benson@GRbrandcontentdpb@dawnpickbenson.com

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