What's your story?What's your story?

Andy Coote

Bizwords

Marketing has always been Marketing has always been

a CONa CON

In factIn factMarketing has always been Marketing has always been

TWO CONsTWO CONs

CONtentCONtent

CONtextCONtext

ContentContent

ContextContext

Now a third CON is importantNow a third CON is important

CONversationCONversation

ConversationConversation

Common Issues with Content Common Issues with Content

TacticalNo common themes/approachesDry ‘essay’ EnglishInconsistent

– message– tone – image

Common Issues with ContentCommon Issues with Content

Content fragmented; audience is notDifferent messages coming through these

uncoordinated channelsBrand gets muddied and confused.Customers don't buy Because they don't understand what the

business is about

CommunicationCommunication

Instantaneousunlimited reach.Your message can be broadcast across the

world in secondsworth investing time into putting some

basics in place.

Just what IS the story?Just what IS the story?

ContentContent

Critical part of Brandneeds to be

– Consistent– Effective– Engaging– Hence 'stories‘

Must contribute to building the right image Sustained by the actions and behaviours of the

business

AudienceAudience

What interests them and what they know already

how they talkwhat they are talking aboutwhat we want them to knowwhat you want them to DOwhere we can reach them

What you want them to DOWhat you want them to DO

Not all hard sell Possible outcomes may be that they

– read more– share information with others– give you feedback– start a conversation with you– express an interest in your product or service– Qualify out or Buy

Important to be clear what you want And have a fallback outcome

Generating ContentGenerating Content Stories Themes Orient to Audience Sequence of Communications Articles - Press Releases – Collateral Conversations Signposting (Twitter/Facebook/Linkedin) Measure Revise story/new audience Do it over again

Example StructureExample Structure

Opening – set the scene and engageProblem – why should you read this?Options – what might we doSolution – what you recommend is doneCall to action – offer the next steps

ContextContextand Conversationand Conversation

Delivery across multiple platforms/channels – The reader chooses how to interact with your

content – Gives permission to develop your conversation

So mix and match the delivery methods Ensure the story and the tone

are delivered consistently.

Writing OptionsWriting Options

Book – 30 – 80K words

Blog – 100 words Web Page – 300 words

Article – 1000 words

White Paper – 3000 words

ebook – 5 –10k words

Tweet – 140 characters

Questions?Questions?

Thank you for listeningThank you for listening

ContactAndy Coote

Andy@bizwords.co.uk

www.bizwords.co.uk

07949 813784