The Power OF Story - 4 Archetypes For Content Creation Strategies

@Robert_Rose www.robert-rose.com

We’re Not In The Business Of TRUTH

Here are some things I KNOW…

I’m not really going to drag and drop my presentation on my iPad

The Doubletree hotel Social Media person is not *really* sorry to hear my problems…

Here’s some things I KNOW…

The classic Coca Cola ad to teach the world to sing was completely contrived.

SIRI is not really going to bring me soup.

Here’s some things I KNOW…

William Shatner is not really Captain Kirk…

There are only 11 minutes of football in a three hour game…

�“I don’t want realism, I want magic! Yes, Magic.�I try to give that to people.�I don’t tell truths. I tell what ought to be the truth.”

Blanche Dubois �

List of Headlines Or things I know to be true

“If you can’t describe what your doing as a process, you don’t know what you are doing”

W. Edward Deming�

What’s The BIGGEST �

challenge to creating content?

We think we don’t know how…

We THINK we can’t create enough

So, it’s not the most valuable use of time

Perpetuates the belief that we can’t �be creative

Urges us to outsource all our content creation

Producing derivative, unoriginal content

Convincing us that our story

isn’t very interesting

WHICH WAY IS UP?

THE POWER OF BELIEF

170,000 – SAG Members 90% Unemployed 2% Make $200k+ --------------------------- 60 A-List Actors…

5 Million new businesses a year. 50,000 get $$$ 1% achieve a successful exit --------------------------- 150 A-List Businesses ($100m+)

1 In 3,000…

1 In 500…

1 In 33,000

PROMOTER

PREACHER PROFESSOR

POET

PROMOTER

Needs & Wants

PREACHER

Discovery & Answers

PROFESSOR

Interest & Passions

POET

Feelings & Beliefs

Story-Driven Content Creation

“While our access to raw information has grown exponentially, our time to process this information has declined rapidly, which has placed an unprecedented premium on the act of meaning-making.”

- George Dyson

The Promoter

Content that we create that facilitates the sale of our product or service. Examples: The web site, our pitch,�

one-sheets, case studies etc... Attributes: Core messaging, high velocity,

talks about US. Targets: Our audience needs & wants Drives: Commitment

The Promoter

Best Practices…. Tim Reisterer – Corporate Visions

(Concrete, Context and Contrast) Michael Weiss – Pitch Elevation

(How to win the deal) Nancy Duarte – Resonate

(Persuading audiences to commit)

The Promoter

The Preacher

“More contact means more sharing of information, gossiping, exchanging, engaging – in short, more word of mouth.”

-- Gary Vaynerchuk “We have embarked upon the world’s largest and longest cocktail party, and every issue imaginable is up for grabs.”

-- Geoffrey Moore

Content we create to drive awareness of our approach. Create content in order to be found and evangelize our ideas. Examples: The blog, the social media �

channels. Attributes: High velocity, Findability-

driven, Awareness-focused Targets: Discovery & Awareness Drives: Engagement

The Preacher

Best Practices…. Marcus Sheridan – The Sales Lion

(Use Content To Attract Customers) Hubspot – Inbound Marketing

(Use content to be found online)

The Preacher

The Professor When you can do the common things of life in an uncommon way, you will command the attention of the world.�

--George Washington Carver

“If you sell something, you make a customer today. If you help someone, you may create a customer for life.

--Jay Baer

Content that we create to build trust, establish our differentiated approach, and build relationships Examples: Any content that provides

“Youtility” Targets: Audience interests & passions Drives: Meaning

The Professor

The power of story resources… Jay Baer - Youtility

(Content so good you’d pay for it) Ann Handley & CC Chapman – Content Rules

(Share or solve; don’t shill)

The Professor

“Just because I don't care, doesn't mean I don't understand.”

--Homer Simpson

The Poet

"Sometimes a scream is better than a thesis.”

-- Emerson

Content we create to bind our brand to our audience’s belief systems. Content that connects emotionally in order to create affinity Examples: Videos, pictures, any content

that connects to feelings. Targets: Feelings & Beliefs Drives: Emotionality

The Poet

Best practices… Robert Rose – Content Marketing Institute

(What I mostly blog about…) Carla Johnson – TypeA Communications

(B2B Brand Storytelling) Thomas Asacker – Business of Belief

(Change your behavior and your behavior will change your mind) �

Youngme Moon – Different

“marketing has become the soundtrack of our generation.”

The Poet

Putting It All Together A B2B – Technology Company

The PLAN Spec-Sheets, Case studies, PDF’s, emails, news-events… All the usual stuff. The DO Changed to storytelling and focusing on the experience… The CHECK Fueling sales enablement better – sales teams better enabled. THE ACT Content marketing for awareness purposes – more leads.

Putting It All Together A B2B – Technology Company

The PLAN �New blog team - 3 How-to articles weekly. Top 5 reasons blog posts daily – High velocity content shared through social media The DO Focusing on getting SEO results, and being found for new lead generation The CHECK Top 10 across across 20 keywords and phrases. 100% increase in traffic. 50,000 followers across social channels The ACT Lead quality – and flattened SEO results… What’s next?

A B2B – Technology Company The PLAN Decrease velocity – higher priority on helpful,�tent-pole pieces. Research Studies, aggregated�customer data, industry expertise. The DO Focus on quality of leads, increasing education of customer of ALL services, raise “quality” of Net Promoter score for existing customers The CHECK Increase both number and quality of leads, anecdotal evidence of customer satisfaction – greater cross-sell opportunities. The ACT Re-brand under-way, want to connect more deeply with SMB’s and new markets

A B2B – Technology Company The PLAN Add in special, focused videos and content directed to the “owners” of the businesses the focus on. Connect emotionally with brand. The DO Focus on what it’s like to have to make decisions about handing business to children, make decisions about expansions, retire…. Feature real stories. The CHECK Just starting….. The ACT How to integrate these things together?

Story-Driven �Content Creation It’s a Spectrum Not A Pie

Magic In The Mixing

Most common Content marketing

Brand Storytelling

Most common Content �marketing mistake

Very difficult to achieve well.

Net A Porter Multi-Channel Editorial Focused on SEO Integrated seamlessly With commerce £23,000 / month

CMO.com Pure curation – grown into 20% original “thought leadership” content. 125,000 pageviews / mo. 16,000 Suscribers

“Curation was a great way for us to build Audience and critical mass – but it was the addition of original content that enabled us to develop the distinctive Adobe point of view. That helps us position our employees as thought leaders in the space – and ultimately helps us influence it.” -- Timothy Moran, Editor in Chief

“In today’s marketplace, it’s not only important that we GRAB attention. We must HOLD it as well.”

-- Robert Rose

You Don’t Have To Be BIG You have to be REMARKABLE

The Network Effect Avg. 7,000 views each 1st Cisco Content aired on TV New Audiences For Blog Direct engagement with specific customers: AT&T, NYT and Verizon

“Until you make the unconscious conscious, it will direct your life and you will call it fate.” Carl Jung

Plan > Do> Check> Act

THANK YOU @Robert_Rose www.robert-rose.com