Develop & Share Your Story on Any Budget
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Transcript of Develop & Share Your Story on Any Budget
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Develop & Share Your Story on Any Budget
@grafeedie#tellyourstory
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Internal or Consultant/AgencyPlanning Process
Content Needs & TypesExpectations
ExecutionAmplification
ANY BUDGET
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Content Marketing World
But first….
Top Ten List
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What the hell is Content Marketing World?
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Thoughts from #CMWORLD15
1. Content Marketing is Marketing. 2. You need time, patience & dedication. 3. You need an authentic story.4. You need a plan.5. Buy-in from your organization is tough.
– Figure it out.6. Entertainment gets Content Marketing. 7. Content Marketing is more than marketing.8. PR folks need to step up. 9. Content Marketing World sponsors are fun. 10.I like Cleveland.
#cmworld15
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What is your story?
Everyone has a story.
Big. Small. Individual. Non-Profit. Start Up. Division.
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What is your story?
Find It.Develop It.
Tell It.Measure It.Improve It.
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What is your story?
You don’t need a budget to have a story.
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What is your story?
You don’t need a budget to tell a story.
• Internal or Consultant/Agency• Planning Process
• Content Needs & Types• Expectations
• Execution• Amplification
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Our Process
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PurposeProcess
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Purpose-Driven Messaging
…the only organizations left standing will be the ones that actually stand for something. Without
a purpose that improves peoples’ lives, and contributes to the greater good, organizations
will struggle.
-- Roy M. Spence Jr.Author of It’s Not What You Sell, It’s What You
Stand For
“
“
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The brands that will thrive in the coming years are the ones that have
a purpose beyond profit.-- Richard Branson
“ “
Purpose-Driven Messaging
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Story Development
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Story Development & Sharing Process
Executive download & brainstorm sessions
– Customer pain and your claim discussion
– Personality / Culture exploration– Internal perception of yourselves
vs the competition– Sessions include members of
executive team, marketing, sales and other groups
Purpose-driven creative brief development
– Provides direction for all future tactical planning and creative exploration
1 External interviews– Interviews with customers,
employees, prospects (5-10)
2
Research / research review– Review existing primary research and
conduct secondary research
3 4
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Story Development & Sharing Process
Creative Concepting– Verbal and Visual creative exploration
to make your purpose come to life
Evaluate– Evaluate, analyze and improve
5 Integrated tactical plan development
– Tactical detail, budget, timing
6
Execute plan– Tell your story by making it happen
through various tactical channels
7 8
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Story Development & Sharing Process
Executive download & brainstorm sessions
– Customer pain and your claim discussion– Personality / Culture exploration– Internal perception of yourselves
vs the competition– Sessions include members of executive team,
marketing, sales and other groups
Purpose-driven creative brief development– Provides direction for all future tactical
planning and creative exploration
1
External interviews– Interviews with customers, employees,
prospects (5-10)
2
Research / research review– Review existing primary research and conduct
secondary research
3
4
Creative Concepting– Verbal and Visual creative exploration to make
your purpose come to life
Evaluate– Evaluate, analyze and improve
5
Integrated tactical plan development– Tactical detail, budget, timing
6
7
8
Execute plan– Tell your story by making it happen through
various tactical channels
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1. Executive Download & Brainstorm
• Get your buy-in.• Set the tone for the initiative.• Make people feel like they are part of
the story development and sharing process.
• Meet one-on-one with internal stakeholders.
• Make it fun and exciting.
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2. External Interviews
• You don’t need to spend 6 months and lots of money to do customer research.
• Just talk to a few of your customers. Advocates and detractors. Current and former.
• Get a direction of what they think of you – the good, bad and the ugly.
• Get words, images, ideas to help directionally start crafting your story.
• Customers love to give you their opinions. Make them feel important.
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3. Research / Research Review
• Review any primary research that was done in the recent past.
• Review all research done in your industry. • Six months of research for quantitative study?
–Ain’t nobody got time for that.
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Kimberly "Sweet Brown" Wilkins
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4. The Purpose/Creative Brief Development
• Document used as the foundation of all marketing communications and content marketing activities.
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Purpose-Driven Framework
What is your brand purpose – the
difference you make in the world?
Elegantly Simple, Crystal Clear, Brutally Single-Minded, Innately
Inspirational, Evident in Deeds as Well as Words
BRAND PURPOSE
SUPPORTWhat
supports your brand
purpose?
PROMISEWhat is yourpledge to the
marketplace as a company?
VALUESWhat is
your behavior within the
marketplace as a company?
VOICEWhat is your branding and
communications voice?
Creative Brief Foundation
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We help make relationships count.
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We drive positive behaviors with
rewards that people want and need.
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We help improve your work/life
balance.
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We improve healthcare in this
country. One homecare code at a
time.
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We want to make you happy, fulfilled and
successful.
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This is where the $$$ comes into play.
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5. Creative Concepting
• Bring your message to life with words and imagery.
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Amplify Your Stories
Distributing Content with a Purpose
Story
Earned Media
Paid Media
Owned Media
• Website• Blog• SEO• Social Media• Case studies
• Traditional PR/Media Relations• Social Media Engagement (likes, comments, shares, re-tweets, etc.)
• SEM / Digital / Display• Retargeting• Social Paid Ads• Traditional Paid Ads
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Develop and Share Stories
Your StoryStories in support of your purpose
or message
PainsClaims
Purpose
CompetitiveMessaging
Audience Pain-
Needs-Habits
Internal Expertise-
Your Claims MarketPerceptions ofYou vs. Comp
Planning | Distribution | Engagement
GOALS ARE TO:• Raise Awareness • Generate Leads• Support Sales • Grow Revenue
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6. Integrated Tactical Plan Development
• Distribute your story
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7. Tell Your Story! Execute
• Put your plan into action.
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Story Marketing
Purpose Message
Development
VisualIdentity
CreativeConcepting
PaidAdvertising
MediaRelations
SearchEngine
Marketing
SearchEngine
Optimization
Trade Show
Promotion
Social Media
CommunityManagement
ContentDevelopment
SalesSupport
DigitalDevelopment
InternalCommunications
Video Writing & DevelopmentE-mail
Campaign Development &
Execution
Event Creation & Execution
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8. Evaluate
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8. Evaluate
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Story Development & Sharing Process
Executive download & brainstorm sessions
– Customer pain and your claim discussion– Personality / Culture exploration– Internal perception of yourselves
vs the competition– Sessions include members of executive team,
marketing, sales and other groups
Purpose-driven creative brief development– Provides direction for all future tactical
planning and creative exploration
1
External interviews– Interviews with customers, employees,
prospects (5-10)
2
Research / research review– Review existing primary research and conduct
secondary research
3
4
Creative Concepting– Verbal and Visual creative exploration to make
your purpose come to life
Evaluate– Evaluate, analyze and improve
5
Integrated tactical plan development– Tactical detail, budget, timing
6
7
8
Execute plan– Tell your story by making it happen through
various tactical channels
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Thank You.
George Rafeedie, Founder
847.921.3925
@grafeedie
@tellyourstorybc
/tellyourstoryinc
tellyourstoryinc.com