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STORYTIME’SOVER
MARKETERSARENOWWORLDBUILDERS
THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING
those were
some good
times
THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING
Buyourrunningshoes.They’rethebest
runningshoesyou’llfind.Wehavepinkrunning
shoes,brownrunningshoesandrunningshoes
thathelpyourun.They’reshoes.Forrunning.
I sell homes in Seattle. Seattle real
estate is a great deal right now. Come
see all my Seattle homes on my Seattle
real estate site full of homes in Seattle
because my home are really nice and
they’re in Seattle.
STORYTELLING
STORYARC,TOPVIEW
STORYARC,TOPVIEW
uh-oh
BEHONEST
WENOLONGERCONTROL
THEWHEN,THEWHERE
(ORMAYBETHEWHAT)
auuughhh!
we no longer
tell the
story!!!!!
SILLINESSRESULTS
CONVERSION
WEGOTRANSACTIONAL
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
TRANSACTIONS
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEREADYTOBUYYOURPRODUCT,RIGHTNOW
Cool social icons from Azmid http://portent.co/1Sxb6EP
THEUNIVERSEPROBLEM
PEOPLE SEEKING YOUR PRODUCT, RIGHT NOW
$
UNIVERSEPROBLEM
PEOPLEWHOWANTACRUISE
$
PEOPLEWHOWANTTO$#@!
BEHOLD
$
PLACES=THEMAP
PATHS+PLACES=THEWORLD
MOVEMENTCREATESSTORIES
PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE
$
TRANSACTIONALWORLDBUILDING
PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE
$
PLACES
EVERYTHING’SAPLACE
$
DESTINATION
DESTINATION
DESTINATION
DESTINATION
$
PLACES
“WEHELPFINDTHEBESTDEALEVERYWHERE”
“WEHAVEINFORMATION”
Cool social icons from Azmid http://portent.co/1Sxb6EP
“WE’REGOINGGREEN”
“HERE’SMORE”
YES,TRANSACTIONAL
$
COOPERATIVE
RETARGETING
RETARGETING
$
AUDIENCE-CREATED
THEAUDIENCECREATESPLACES
THEAUDIENCECREATESPLACES
THEAUDIENCECREATESPLACES
$
ALGORITHMCREATED
AUDIENCE
DENIM≠JEANS
$
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
$
PEOPLEWITHRELEVANTQUESTIONS
QUESTIONS
ANSWERTHEPUBLIC.COM
“WEAREOPENONSUNDAYS”
QUORA
SEARCHSUGGEST
SEARCHSUGGEST
SEARCHSUGGEST
$
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
$
PEOPLEREADYTOBUYRELATEDPRODUCTS
COLLABORATIVEFILTERING
COLLABORATIVEFILTERING
CREATE/GOTOTHESEPLACES
ANSWERTHEPUBLIC.COM
COLLABORATIVEFILTERING
SOCIALADVERTISING
$$
PUBLISHWHERETHECUSTOMERSARE
oohhmmmm
NOTHINGISBORING
THEREISNOBORING
THEREISNOBORING
ENSUREKICK-ASSPLACES
$
PEOPLE
$
PEOPLEWHOTOLERATELOUSYUX
DOTHELITTLETHINGS
PROVIDE AGREATPLACE
DON’TGIVEMETHIS
CREDIT:ZEKEMILLER,TIMEREPORTER
CREDIT:ZEKEMILLER,TIMEREPORTER
THATFEELSLIKETHIS
ANDENDSLIKETHIS
$$$$
GIVEMETHIS
GRAMMARLY
GRAMMARLY
HEMINGWAYAPP.COM
HEMINGWAYAPP.COM
SPEEDTHINGSUP
700kb png 64kb jpg
24kbjpg
PNGforlessphoto-ish
4kbpng
1.1 megabytes
227kb
IMAGEOPTIM/CAESIUM
lazy loading
AVOIDCRAPPYSTOCKPHOTOS
Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS
Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS
Lack of brand safe‫﬚‬
AVOIDCRAPPYSTOCKPHOTOS
Pexels.com
Unsplash.com
oohhmmmm
YOUSTILLCONTROLYOURBRAND
PRESENCE=BEINGATAPLACE
YOURPRESENCEDICTATESYOURBRAND
NON-BRAND
GOODPRESENCE=GREATBRAND
Cool social icons from Azmid http://portent.co/1Sxb6EP
JUSTBAD
Cool social icons from Azmid http://portent.co/1Sxb6EP
JUSTBAD
COMMENTS
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLESHOPPINGFORMARKETINGBOOKS
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
MARKETINGNERDS
BADTARGETING=BADBRAND(articlebySlate)
BADTARGETING=BADBRAND
GOODPRESENCE=GREATBRAND
oohhmmmm
IT’SADAPTIVE
PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE
PATHSAREVERBS
$
THEAUDIENCEMOVESFROMPLACETOPLACE
$
$
$
$
$
$
$
$
oohhmmmm
IT’SNOT(TOTAL)CHAOS
SOSTOPIT.FACILITATINGPATHS
FULLYDESCRIBE
ONETWEAK
AWESOME
MISSEDOPPORTUNITIES
DEFENSIVEDESIGN
CONVERSION
NORAILROADING
you will go
this way and you
will like it!!!
RAILROADING
NEVERTRYTOOWNAHASHTAG
CHAOSRESULTS
CHAOSRESULTS
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEANNOYEDWITHQANTASSTRIKE
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
EVERYONEWHO’SHEARDOFQANTAS
oohhmmmm
YOUCANTRACKANDOBSERVE
PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE
CONVERSIONS&MICROCONVERSIONS
MICROCONVERSION:
SCROLLPAST50%
MICRO-CONVERSION=MOVEMENT
$
MICROCONVERSION:
E-MAILSUBSCRIPTION
MOVEMENT
$
TRANSACTION
$
GOOGLEANALYTICSTOPCONVERSIONPATHS
TOPCONVERSIONPATHSTARTS
W/ORGANIC,ENDSWITHDIRECT.
3-STEPPATH
TRUESTORY
$
search content facebook content e-mail $$$$
TRUESTORY
Turn off paid
social. there’s no
ROI
TRUESTORY
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
auuughhh what
happened?!!!
LAST-CLICKSOCIALCONVERSIONS
search content facebook content e-mail $$$$
TRUESTORY
TRUESTORY
$
search pinterest e-mail $$$$
TRUESTORY#2
TRUESTORY#2
$
TRUESTORY#2
$
ADDAPLACE.
COMPLETEAPATH.
search pinterest content e-mail $$$$
TRUESTORY#2
$
THISLOOKSHARD
WORLDBUILDINGISANADAPTIVEPROCESS
$
$
THISLOOKSMESSY
Cool social icons from Azmid http://portent.co/1Sxb6EP
$
THISFEELSSAFER
WORLDBUILDINGISLOTSOFLITTLEBETS
(ACTUALLYSAFER)
PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE
ITTAKESYOUFROMTHIS
TOTHIS
POOT
TRYIT
SMALL, UNMARKED BILLS ONLY
portent.com/blog
@portentint
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Story time's over: Marketers are now worldbuilders