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The Art and Science of Storytelling

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Learn how to create content that informs, entertains and converts with Ben Putano from WeContent and The Kansas City Spirit. Discover what types of content performs best across social platforms and best engages your targeted audience. You’ll also learn the importance of treating each channelas its own medium for designing content to specfic to that medium, the key elements of every great story, and a tried-and-true template for creating effective content.

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The Art and Science of Storytelling

  1. 1. SocialmediaClubofKansasCity BENPUTANO—WECONTENT The Art and Science of Storytelling
  2. 2. Hi, I'm Ben THEARTANDSCIENCEOFSTORYTELLING I help small businesses find their stories and build their audiences
  3. 3. noun The expression or application of human creative skill and imagination ART /ärt/ noun A systematically organized body of knowledge on a particular subject SCI·ENCE /ˈsīəns/
  4. 4. THREETAKEAWAYS PRINCIPLES OF BRAND STORYTELLING TRIED AND TRUE STORYTELLING TEMPLATE SOCIAL MEDIA EXAMPLES FOR INSPIRATION WHAT WE'LL COVER TODAY
  5. 5. PRINCIPLES OF BRAND STORYTELLING THEARTANDSCIENCEOFSTORYTELLING
  6. 6. (NOT THE BRAND) THE CUSTOMER IS THE HERO PRINCIPLE#1
  7. 7. HELPING CUSTOMERS FULFILL THEIR DESTINY Your Brand is the Guide PRINCIPLE#2
  8. 8. THE BEST STORIES ARE THOSE IN WHICH CUSTOMERS SEE THEMSELVES Self-Recognition PRINCIPLE#3
  9. 9. HOPES DREAMS TRIALS TRIUMPH The Art of Storytelling is Truly Seeing Your Audience.
  10. 10. THESCIENCEOFSTORYTELLING The Universal Customer Story
  11. 11. UNIVERSALCUSTOMERSTORY
  12. 12. UNIVERSALCUSTOMERSTORY
  13. 13. UNIVERSALCUSTOMERSTORY
  14. 14. THEARTANDSCIENCEOFSTORYTELLING THE UNIVERSAL CUSTOMER STORY Hero 14.3% Aspiration 14.3% Challenge 14.3% Guide & Plan 14.3% Trials 14.3% Success 14.3% Growth 14.3%
  15. 15. (YOUR CUSTOMER) There's a Hero Step 1 UNIVERSALCUSTOMERSTORY
  16. 16. HOPES, DREAMS, OR MAINTAIN STATUS QUO Who Has Aspirations Step 2 UNIVERSALCUSTOMERSTORY
  17. 17. WHAT IS STANDING IN THE WAY OF THEIR ASPIRATIONS? But Faces a Challenge Step 3 UNIVERSALCUSTOMERSTORY
  18. 18. (YOUR BRAND) They Meet a Guide Step 4 UNIVERSALCUSTOMERSTORY
  19. 19. YOUR PRODUCT OR SERVICES Who Has a Plan Step 4b UNIVERSALCUSTOMERSTORY
  20. 20. TO FACE INTERNAL, EXTERNAL, AND PHILOSOPHICAL OBSTACLES And Trains The Hero UNIVERSALCUSTOMERSTORY Step 5
  21. 21. THANKS TO THE HELP OF THE GUIDE The Hero Succeeds UNIVERSALCUSTOMERSTORY Step 6
  22. 22. BUT THE NEXT CHALLENGE LAYS AHEAD A New Status Quo UNIVERSALCUSTOMERSTORY Step 7
  23. 23. THEARTANDSCIENCEOFSTORYTELLING Hero: Creatives Aspiration: Be a great photogrpaher Challenge: Expensive equpment Guide: Apple Plan: Use an iPhone Trials: Understanding angles and lighting Success: Featured on Apple Instagram Apple #ShotoniPhone
  24. 24. LET YOUR AUDIENCE BE THE HERO AND SHOW OFF THEIR EXPERTISE. Twitter
  25. 25. Instagram Story Highilghts
  26. 26. Instagram Story Highilghts
  27. 27. Instagram Story Highilghts
  28. 28. Instagram Story Highilghts
  29. 29. Instagram Story Highilghts
  30. 30. Instagram Story Highilghts
  31. 31. 3StepstoExecute Implementing The Universal Customer Story
  32. 32. 3StepstoExecute Understand Your Hero Implementing The Universal Customer Story
  33. 33. 3StepstoExecute Understand Your Hero Your Role as Guide Implementing The Universal Customer Story
  34. 34. 3StepstoExecute Understand Your Hero Your Role as Guide Map It Out Implementing The Universal Customer Story
  35. 35. THEARTANDSCIENCEOFSTORYTELLING
  36. 36. Make the Customer the Hero of Their Own Story THEARTANDSCIENCEOFSTORYTELLING
  37. 37. Guide Them to Their Destiny THEARTANDSCIENCEOFSTORYTELLING
  38. 38. And You'll Always Have an Audience THEARTANDSCIENCEOFSTORYTELLING
  39. 39. BEN@WECONTENT.CO @BENJAMINPUTANO @BENPUTANO Download the Universal Customer Story Map WWW.WECONTENT.CO/STORYMAP

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