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THE ART OF INBOUND STORYTELLING
We will be starting at 2:00 pm ET.
Use the Question Pane in Cisco WebEx to Ask Questions!
Question of the day
Use the hashtag #InboundLearning on Twitter 1 2
INTERMEDIATE
#INBOUNDLEARNING
12/3 - The Power of Storytelling & Inbound Marketing
12/10 - How to Tell Your Story
WEBINAR SCHEDULE
Mark Kilens @MarkKilens
John Bonini @Bonini84
Jay Acunzo @Jay_zo
1 What is storytelling? (Recap)
2 Where to tell your story
3 Incorporating story into your content
AGENDA
Either you’re going to tell
stories that spread, or you will
become irrelevant.
WHAT IS STORYTELLING? 1
People don’t buy what you do, they buy why you do it. - Simon Sinek
Why are you doing what you’re doing?
What’s not a story.
Stories are not your
brand lineage.
They’re not what
everyone else is
saying…
..or doing.
Great stories don’t
contradict themselves.
Great stories spread because they’re true.
Your “One Simple Story”
Status Quo Drama Resolution
From the POV of Your CUSTOMER
Your Customer’s “One Simple Story”
Status Quo Drama Resolution
The spider is going up a waterspout. (States a fact.) Down came the rain. (Challenge.) Out came the sun & dried up all the rain. (Solution.)
Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Jim leads a crazy, fast-paced life. He can hardly slow down and can barely keep up with it all. He escapes with bold, aromatic coffee for a moment of comfort.
Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Jennifer’s a driven professional. She’s got a ton of pressure to deliver high quality work. Her tools are hassle-free and simple. All her work is beautiful.
Your Customer’s “One Simple Story”
Status Quo Drama Resolution
Mark follows marketing best practices. But the playbook is getting less effective & audiences dislike it. Inbound marketing helps you create marketing people love.
WHERE TO TELL YOUR STORY. 2
“The audience will not tune in to watch information. You wouldn’t, I wouldn’t. The audience will only tune in and stay tuned in to watch drama.”
– David Mamet
Value proposition
WHERE YOUR STORY LIVES:
1
2
3
Customer experience
Everywhere!
VALUE PROPOSITION 1
Appeal to the senses rather than logic.
(Yes!)
WHAT’S YOUR RAISON D'ÊTRE?
1 Know your niche
2 Incorporate the personal/emotional experience
3 Counter challenges, failures, and an overall problem
4 What are you bringing to the table?
5 What excites/interests you?
6 Convince your audience to care
INCORPORATING YOUR PURPOSE:
Knowing your audience gets you found…
…understanding their worldview is what resonates.
CUSTOMER EXPERIENCE 2
EXPERIENCE TRUMPS COST.
1 Focus on specific worldviews
2 Great value, fair price
3 Interaction and participation
4 Bring human element back
5 Convince your audience to care
CREATING THE EXPERIENCE:
8th most loved company in the world. (APCO Worldwide.)
Why?
Customers bought into the experience.
People don’t remember the pitch..
…they remember the experience.
EVERYWHERE! 3
Great stories stretch from function to phone calls.
1 Story = mission statement
2 Build story into the core of product/service
3 Separate service from the experience
CONSISTENCY IS KING:
Your story shouldn’t contradict itself.
INCORPORATING STORY INTO YOUR CONTENT. 3
Purple at the core
INCORPORATING STORY INTO YOUR CONTENT:
1
2
3
Create a content mission statement
Tell a different story!
PURPLE AT THE CORE 1
Concept before execution.
CREATE CONTENT MISSION STATEMENT 2
How are you helping?
TELL A DIFFERENT STORY! 3
Think Story. Not Features.
People buy the story.
START WITH “WHY.”
MASSAGING YOUR STORY.
WAIT, WAIT, WAIT: I’VE GOT PRODUCTS & SERVICES TO SELL!
STORIES DRIVE INBOUND BUSINESS
SOCIAL INBOX.
WHY?
• “Social media was always meant to be a personal channel.” • “It became broadcasting, canned responses, and mindless monitoring.” • “Get back to actual human interactions.” • “As a personal channel, all departments can use it for their work.”
We believe social media should be about real human interactions, but it’s too noisy and difficult to do so easily.
MANY TOUCHPOINTS. ONE STORY.
Website:
Video:
PR:
Content:
MANY TOUCHPOINTS. ONE STORY.
MANY TOUCHPOINTS. ONE STORY.
ATTRACT THE RIGHT AUDIENCE
“Totally agree!”
AVOID THE WRONG AUDIENCE
“That’s poppycock!”
ONE STORY AT EVERY STAGE
PROMOTERS SPREAD YOUR STORY
“Totally agree!” “Dude...!”
STORYTELLING ISN’T AN INBOUND BEST PRACTICE.
STORYTELLING IS INBOUND AT ITS BEST.
NEXT STEPS
1. Finalize your one simple story
2. Create your next content offer around that
one simple story
3. Revaluate your current value propositions
• 10 of the World's Best Storytellers
• Content Creation Templates
RESOURCES
QUESTIONS?
THANK YOU.