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Breaking the Top 10 storytelling posts for 2016 into two parts, I published the first part last week.
Here’s the second part, again reflecting the varied facets that make up today’s communications in the business world.
In spite of the massive changes in our industry, media relations and PR storytelling still matter, an apt way to kick off the rest of the list....
Really powerful marketing ideas are all born from simple psychological principles. Storytelling may be a popular buzzword now, but the truth is we’re wired to like stories. They help us better understand the world around us. Children learn social or moral rules through fables, we remember scientific concepts through analogies, and they help us relate to and empathize with others. When done right, storytelling engages your customer in the long-term, allowing them to relate to your brand’s personality and mission, and feel emotionally invested in your success. 80% of consumers want brands to tell their story but can’t remember a good example. So how do you do it right? There are no hard and fast rules but here are some ideas to help you tell your brand’s story through email....
Jeanne is the head of digital analytics at a large e-commerce company. Her daily routine is set to the rhythm of tagging plans, optimisation tests, reports, segmentation and other investigations, always with the same idea in mind: extract the ultimate meaning and learnings from the mass of data being handled. OK, but what comes after that? …
If the end goal is to provide insights, Jeanne must do so in the most clear and comprehensive way possible. But there’s a problem: all the people with whom Jeanne deals are not analytics specialists. She’s facing a diverse array of people whose professions, work cultures, subject maturity levels and objectives are all different. The solution? Build a narrative centred on data… Data Storytelling....
One of the best parts of my job involves conducting storytelling workshops.It’s both fun and satisfying to help participants connect the dots to a simple premise: Given a choice between “interesting” and “dull,” human beings pick “interesting” virtually every time.
I’m constantly refining the package shared with participants in our workshops for business storytelling.Lately, these are my go-to narratives....
Move over, synergy. There’s a new buzzword in town, and it’s got some tales to tell.
Without a doubt, the “storyteller” craze has swept the marketing world in 2014, with everyone from top creative directors to Colin in Accounts selling themselves as a teller of stories. It’s been fascinating to watch here at Contently; we’ve been talking about brands as storytellers for years, and as a result, I’ve found myself acting like a hipster who just found out Vampire Weekend picked up mainstream appeal.
I used that buzzword before it was cool, homie.
You can tell “storyteller” is here to stay as a buzzword. How? The backlash has already begun! And the best of that backlash came recently when FITC, a Canadian events company for the tech and design communities, released this incredible interview with renowned designer Stefan Sagmeister....
The plumber, the roofer and the electrician sell us a cure. They come to our house, fix the problem, and leave.
The consultant, the doctor (often) and the politician sell us the narrative. They don't always change things, but...
There is an under appreciated difference between a story and an idea.A story is captivating and memorable. It entertains and often stays with you for longer than you thought it would. An idea, in contrast, is a spark. It happens in a moment and then it’s gone. And if you missed it or if you never acted on it … then you lose it.
Recently I’ve been to several storytelling events. One gathered together a dozen innovators to share their stories on human behavior. Another curated every form of storytelling you could imagine – from stop motion Vine video creators to street opera singers. Each offered an amazing collection of stories that entertained and inspired. And I remember those stories....
It begins with listening. Understanding what your audience is interested in and how they want to interact with your brand....
My philosophy is simple. The traditional channels for storytelling may have changed and are certain to change more, but what remains constant is the power of listening, of earning your way into a conversation, and respect for your audience. This is the foundation for a new communications contract between businesses and stakeholders that’s based on genuine engagement....
If you ask an expert marketer how to engage an audience, most will say, “Tell a story.” But a story about what? Superheroes? Overcoming adversity? Rags-to-riches? Improving the world? And how does your company fit into the story? Is it the protagonist? The trusty sidekick?
The best stories are simple. They connect with the audience. They engage them. Make them laugh, possibly make them cry. Inspire them.But stories about big equipment? Or plastics? Spare parts? How on earth do you make that story interesting? Keep it simple. A lot of times people don’t like stories not because they’re boring, but because they’re complicated. Even the most complex topics have a simple foundation....
Three quick takes on the intersection of storytelling, digital and communications.
To SEO or Not SEO in the Headline
Actually, it doesn’t have to be one or the other.
We can learn from media properties like Business Insider that have mastered the art of headline eye candy.
Take the BI story that bashed Atomic PR with one of my all-time favorite headlines: “Dear PR Lady: Here’s Why I Didn’t Open Any Of Your 3 Email Pitches”
Few search on “PR Lady.”
But look at how the publication tunes the URL...
Marketers can reach a greater audience than ever by combining the power of social media and storytelling. The game has changed. We no longer live in a broadcast era where marketers can simply buy people’s attention with a TV campaign. There are different rules now and we need to earn the attention of our audience. We have a connected consumer revolution. The consumer is now in control of what they view, what they share, and how they view (on what screen). So there has been a major shift in terms of the relationship between consumers and marketers. And there are bigger things at work as well. We saw it with the Arab Spring, and the critical role social media had in the way information was shared. We saw it with the Occupy Movement as well. Social media can have an impact on traditional power structures. From a marketer’s perspective, that means that we’re moving towards pull versus push approach, sometimes referred to as inbound marketing. We can no longer push our messages across, we need to pull customers in with engaging, useful content. All of these trends are turning the traditional media model on its head, and brands are evolving into media properties. One of the best examples of this is Red Bull. Red Bull is putting out such compelling content that traditional media properties like NBC are buying the rights to this content. They’ve completely flipped the model around as a brand, where the broadcasters are after them for their content. They’re a great example of a brand doing it well in social....
... Stories have a connective quality, linking individuals together through similar emotions, thoughts, moulding our minds and reinforcing experiences. Although it may not be an intuitive conclusion, this is especially true in business. Besides merely relaying information, a relevant and compelling story can bring employees together for a common goal & becomes a stong engagement technique to be used in the workplace. Hearing stories about employees who behaved properly or employees who made similar mistakes when dealing with Customers and still succeeded at the company, can make team members feel more comfortable to try new things and to strive for new heights. Understanding that employees in the history of a company that have had opportunities to learn and grow through errors and triumphs can be a rewarding conclusion. The unifying quality of storytelling can be particularly useful when working with new employees. Remaining cognisant of the fact that team members new to an organisation do not understand the same details about clients, customer service, history and company objectives in the same way seasoned employees do, is something for which management must strive towards....
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In the dark-dark city, on the dark-dark street, in the dark-dark office, there was one dark-dark company, but no one knew about it because the company couldn’t tell people about itself… Modern information consumers want more than just data. People of this generation are used to getting accessible news, ideas, information, and knowledge; they know the tricks and cannot stand importunate marketing. The more promotional lines they see in a text, the faster they stop reading it. That is why storytelling is a great idea for any marketing campaign. People love stories. They are thrilled to read about something similar to what they’ve experienced, to delve into one’s dirty laundry, to see love stories, etc. Storytelling can be a very powerful tool for content creators. They can influence people’s emotions and get those precious likes and shares....
Want to have more customers, opt-ins on your website and clicks on your “Buy Now” button? Do what Hollywood does -- use stories to sell your products and services. This makes sense: At some point, you've probably gone to a meeting featuring a PowerPoint presentation with charts and graphs . . . and wanted to poke your eyes out with a pencil. The reason: Stories, not data, are what inspire people. Stories, not bullet points, create customer loyalty, build social media platforms and increase sales. Stories create an emotional bond between your business and your customers. And today's technology helps us tell those stories in the many different ways it's given us to offer our message to millions of potential customers -- instantly. Yet, many businesses are losing customers because their methods of reaching them are outdated. Want to get people to buy your product? Then get them to listen. Here are three essential stories you need on your website to do just that:...
As the founder of Southwest Airlines, Herb Kelleher did something no other person in the airline industry could do—grew an airline from nothing to more than 3500 flights a day, and turning a profit every single year.
Organisations that “do things” are said to be more successful than companies that merely “talk”. Now there is proof. As a consumer, we already knew this was true, now your professional alter ego can be persuaded as well.
The world has changed dramatically. Bob Garfield and Doug Levy recently wrote a book about it. According to their conclusions, we have entered what they call “the Relationship Era”. A world in which companies no longer hide behind well-chosen visuals and creative one-liners that — at best — stick. Companies have to do things, more than just saying....
...When it comes to organic search, Google and other search engines place a premium on backlinks. They interpret backlinks as “votes” for the content.Of course, to generate backlinks, you must create content that prompts other digital properties to share your content with their audiences.
For the type of content that grades out as shareable, it’s typically not product information or a personnel announcement or an industry award — information we characterize as company-centric. Instead, it’s the type of business storytelling that’s useful or informative and ultimately helps people in their jobs.In short, thought leadership plays at the industry level, not the company level, ideally offering takes that can’t be found elsewhere.
Such dot-connecting points to blogging as one of the best platforms for thought leadership....
Jessica Gioglio, Social Media Strategist for Dunkin Donuts, and Ekaterina Walter, Co-founder and CMO of Branderati, join the Social Pros Podcast this week to discuss their new book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.
The skill set is shifting, says Jessica. A writing background is key to thinking about the whole lifecycle of the content. It’s not just about creating; today’s social pros need to think about how content travels across platform and how it gets consumed.
They see companies hiring more visual artists to create content but also people with publishing backgrounds. “It’s not just about which content you create and which context you put it in,” Jessica says. “It’s about speed too.” What is the right time to produce the right content for the right audience in the right format? Those are a lot of cross-disciplinary skills...
Research shows that stories, anecdotes and metaphors are more memorable than data. At Searchlove last week, business consultant and author Danny Scheinmann discussed why stories work, the hidden structures behind them and how they can help your business to communicate effectively....
We are all hopelessly distracted. It’s not a disorder -- it’s the new world order. Can I have your attention, please?
Whichever methods we put in play with our marketing, we’re powerless unless we’re able to get a prospect to pay attention. It doesn’t come easy. As long as we’re online, on earth, and in a media-centric society, there will always be a shiny object scattering, shattering, and battering our focus.
Okay, when you practice inbound marketing for a while, you start getting good. You figure out how to write a headline cursors and fingers are magnetically attracted to. But a click is nothing more than a click until you, the messenger, truly click with your customer....
The challenge is clear by now: Intrusive, interruptive, self-centered marketing no longer works the way it once did, and its effectiveness will only continue to diminish in the social age. The question is what will replace the legacy model.
There’s a one-word answer: stories.
It makes sense. Finding--or creating--a narrative thread has always been how we as a species find order in the chaos of life. And it’s how smart brands are defining what’s next in the chaos of modern marketing.
What’s the case for content? There are human reasons. Stories are welcome where ads are resisted. They’re shareable and shapeable, constantly changing based on those they touch and those who touch them. They carve the quickest path to the heart and the mind--there’s literally brain science behind how humans interact with stories.
There are also business reasons. Content marketing moves the brand needle, increasing awareness, changing perception, creating desire and driving to purchase. And as stories spread--carried along by audiences--budgets don’t. Stories work....
Kevin Spacey's comments about the Netflix release of "House of Cards" contains a road map for brand storytelling worthy of global enterprise brands.
...In the video, Spacey himself speaks to the potential benefits of this innovative distribution strategy, proclaiming, “Give them [the audience] what they want, when the want it, in the form they want it in…”
The success of House of Cards (as well as that of the latest Netflix series to be released en-masse, Orange is the New Black) proves that this distribution model can work. But how might it apply to content marketing, which operates in vastly different ways than the business of television? And, more specifically, how might a nontraditional release schedule like this impact corporate storytelling?
Here are some key insights, derived directly from the words of Kevin Spacey, that all content marketers need to take to heart...
Your competition can copy everything you do except for the story you tell.
Stop slugging it out with your competitors for a trickle of long-tail traffic. Content Marketing Institute’s Chief Strategist Robert Rose explains how you can crawl out of the trenches and get noticed by shifting your focus from search engines to storytelling.
Your competition is optimizing for the same keywords you are. More likely than not, they even follow the same recipe that you do: research keywords for the different stages of the funnel, spin up a post for each, and wait for Google to deliver new prospects. Even if you tweak your optimization to get ahead, a competitor will notice, copy it, and leave you back at square one.
Instead of relying so heavily on search engines to deliver customers, make your content the lead generator by telling a compelling story that engages readers, gets shared, and produces conversions. Robert Rose, Chief Strategist at The Content Marketing Institute, sat down with OpenView Labs to discuss why storytelling is such an important differentiator in today’s content-saturated marketing landscape and how you can get started....
...The power of storytelling is something so many businesses fail to realise in marketing their brand and products. When information is communicated in story form, studies show people better relate and remember it. Stories have the ability to spark emotions, whether it’s happiness, empathy, trust or anger. When listening to them not only are the language-processing parts of our brain activated, experiential parts of our brain come alive too. Stories about food activate our sensory cortex, motion stories activate the motor cortex – fundamentally our brains are more engaged when listening to stories.
Brand storytelling isn’t new; companies have used advertising to evoke emotions through storytelling for years. However the landscape has changed, the digital revolution spurred new platforms, channels and devices through which to share and tell stories, opening up greater opportunities, but simultaneously greater challenges. How do you cut through the noise, get your stories heard and resonate with the consumer? Here are my top tips for the art of storytelling in business...
Think of web television as a nuclear family. It all started with TV — the traditional type. Along came the web, which, in many ways, was TV’s polar opposite: interactive, responsive, progressive. As much as TV was about tradition, the web was all about change. From this unlikely pairing came little programs that, when viewed together, make up an episodic web series, or webisode. Webisodes share some of the attributes of each of their media parents; yet they also bring a whole new generation of brand storytelling opportunities to life. It’s this pedigreed combination of the web and television that some big brands are experimenting with as a way to provide distinctive and uniquely engaging content to consumers. As one of the most engaging forms of branded content, the episodic web series has a lot of appeal. For example, just like a TV miniseries or a series of books, a good web TV series can help forge an ongoing relationship with target consumers: Once viewers have been drawn in by the entertainment value of a webisode, they’re likely to stick around to see what happens next — and to visit related YouTube channels, Facebook pages, or other touch points that are part of your branded environment. They’ll get to know your brand a little better. They may even start to like it more than they realized....
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Lou Hoffman shares best 2016 storytelling posts. Good writing and reading. H/T Frank Strong.