Why Storytelling Matters

Digital Marketing EvolutionAt one point content was

king

(aka traditional media) As the Web

emerged, content

became SEO-driven

Social media became the way

to engage & have conversations

Then, content became king again (aka

content marketing)

Now, storytelling is poised to rule (aka

the killer app)

“Good storytelling reflects who the customer is,what they aspire to be, and how they relate toother people around them….wrapped within animmersive brand experience.”

People see/hear

>100,000 words/day of

content: TV, radio, social

media, video games, text

messages, Web.

Consumers have

lots information

about your

products

The Science of Storytelling

Sigmund Freud and the power of storytelling

Two-stage process system:

1. Primary process: impulsive, child-like, irrational

2. Rational, conscious thinking

Storytelling Benefits

Stories break through the noise

Stories Build Emotional

Connections

Stories (Not Stats or Facts) Are Remembered…..

And Shared

Stories create evangelists and brand

loyalty

Stories make selling easier

How to start telling stories

You Need To Be Really Customer-

Centric

Think Like a Reporter,

Not a Publisher

240K

A Sustainable Competitive Edge

Stories Deliver

storytellingforstartups.ca

• How to develop your “core” story

• How to discover your target audiences

• How to drive storytelling by talking and listening to customers

• How to identify your key storytellers

• Best practices on how to tellstories in different places

Thanks!

www.markevans.ca

@markevans

mark@markevans.ca

http://bit.ly/startupscana

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