The Rest of Your Story

Lara Zuehlke October 14, 2016

DevelopingContentthatEngages,Educates&InspiresAction

Big Data Big Competition

More content doesn’t yield

more results. Analysis of 13

million pieces of content from

8,800 brands over a two-year

span. From 2013 and 2014,

production rose by 78% and

engagement fell by 60%.

Source: Go-Globe. May 2016

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All While Attention Spans Shrink

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Where Are You Focused?

WHAT IS? WHAT COULD BE?WHAT’S NOT WORKING?

In thinking about using storytelling within your content program, grab a partner to discuss…

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Think > Pair > Share

2 bricks (challenges) that you

currently face?

2 bouquets (opportunities)

that you see?

The path to creating more meaning, more connection, and ultimately more action, is to stop thinking like a marketer and start acting like a storyteller. C

“B

LARA ZUEHLKE

More Content, Less Marketing

JOURNALISTS

Liberal Arts Training Find & Report the Story Facts & Sources Intent to Inform

Business School Training

Create the Story

Facts to Fit

Intent to Sell

BIAS

OBJECTIVITY

MARKETERS

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The Power of Story

At our core, we seek meaning & connection.

Storytelling is in our DNA.

Stories have the power to challenge us, educate us, excite us—and move us!

Not about what you say—it’s about what they value & remember.

You Talking to

Me?“The Storylistening Trance”

Who’s your target audience?

What matters most to them?

Foundational vs. Emerging vs. Aspirational

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The Storytelling Roadmap

What’s your story? Who are your characters?

01. Identify Your Story]n

02. Map Your Journey

Where are you going? How will you get there?

] 03. Define Roles & Responsibilities

Who’s helping you?

04. Write Great Stories>How can you tell your story better?

05. Share & Measure

How will you know when you arrive?

sRepeat Here!

å

Start Here!

ã

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Your Customers You

Identify Your Story]

What’s the story only you can tell?

Who are your main characters?

Who’s the hero of your story?

How can you be a better sage?

Building Brand through Storytelling

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Defining the Right Story

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What’s your final destination?

n

How will you get there?

ANSWER THE CALL

KNOW THE DESTINATION

MAP YOUR ADVENTURE

THE RESOLUTION

Map Your Journey

What challenge or opportunity do

you face?

What lessons have you learned that you

can apply again?

The Content Map

Content Planning

Message Development Identify the Message Develop the Story Map the Message

Building Storytellers For Brand Building For Selling For Thought Leadership For Internal Communications

Feeding the Pipeline Establish Content Calendars Define Editorial Process Streamline Writing & Editing Repurposing Content Strategy Development

Audits & Strategic Planning Audience Mapping

Analytics (SEO & Keywords) Engagement Path / KPIs

Policies & Protocols

Sharing & Measuring Monitor & Measurement Channel-specific Strategies PESO Content Integration !

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Building a Pipeline

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Define Roles & Responsibilities]

Contributors: Generates content ideas and develops stories. Also supports reporting.

Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them.

Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also write content. Edits & approves content.

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Write Great Stories>

Who are you writing for?

How can you understand your audience better?

Awareness ì

Understanding ì

Action

How You Deliver

How They Perceive

+=

What experts or SMEs can you leverage?

What’s the story arc?

What action do you want readers to take?

How do you perceive and

process information?

The way we perceive and

process information impacts the

decisions we make &

actions we take.

make it personal | use vivid descriptions | share stories

when to use

how to capture

introduce ideas | gain support | align with ideas/brands

when to useadvocate for a choice | change direction | seek agreement

how to capturedescribe & create buy-in | provide data & expertise | share benefits & facts

Heart Share

Mind Share

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Share, Measure, Repeat

Which destinations should you elevate?

What are your key performance indicators for each?

Which drivers should you elevate?

s

How often are you measuring?

How are you using your data to make new decisions?

The only magic bullet in marketing is the wonder we create by the

stories we tell. You have to make that story relevant to them. Invite their

curiosity and leave them wanting to know more.C

“B

Play, Win & Learn More!

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Produced by: The Richards Group©2013 Dodge

Click Here for Paul Harvey Dodge Commercial

Questions? Comments?

THE END

Lara Zuehlke Director of Content

lzuehlke@piercom.com 512-448-4950