Whats Your Story Presentation to Business League Falmouth 22/10/09

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Presentation to Business League Falmouth 22/10/09 - importance of having a consistent and engaging content strategy built using stories.

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  • 1. What's your story? Andy Coote Bizwords
  • 2. Marketing has always been a CON
  • 3. In fact Marketing has always been TWO CONs
  • 4. CONtent CONtext
  • 5. Content
  • 6. Context
  • 7. Now a third CON is important CONversation
  • 8. Conversation
  • 9. Common Issues with Content
    • Tactical
    • No common themes/approaches
    • Dry essay English
    • Inconsistent
      • message
      • tone
      • image
  • 10. Common Issues with Content
    • Content fragmented; audience is not
    • Different messages coming through these uncoordinated channels
    • Brand gets muddied and confused.
    • Customers don't buy
    • Because they don't understand what the business is about
  • 11. Communication
    • Instantaneous
    • unlimited reach.
    • Your message can be broadcast across the world in seconds
    • worth investing time into putting some basics in place.
  • 12. Just what IS the story?
  • 13. Content
    • Critical part of Brand
    • needs to be
      • Consistent
      • Effective
      • Engaging
      • Hence 'stories
    • Must contribute to building the right image
    • Sustained by the actions and behaviours of the business
  • 14. Audience
    • What interests them and what they know already
    • how they talk
    • what they are talking about
    • what we want them to know
    • what you want them to DO
    • where we can reach them
  • 15. What 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
  • 16. Generating 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
  • 17. Example Structure
    • Opening set the scene and engage
    • Problem why should you read this?
    • Options what might we do
    • Solution what you recommend is done
    • Call to action offer the next steps
  • 18. Context and 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.
  • 19. Writing 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
  • 20. Questions?
  • 21. Thank you for listening Contact Andy Coote [email_address] www.bizwords.co.uk 07949 813784