Think Like a Publisher : 5 Storytelling Rules for Marketers

AMANDA BATISTA ELOQUA | ORACLE

Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 2

Think Like a Publisher: 5 Storytelling Rules for Marketers Amanda Batista Content Marketing Manager Eloqua @AmandaF_Batista


Why We’re Here

§ 80% of business decision-makers prefer to receive information about a company in a series of content versus traditional marketing tactics.

§ Nearly 82% of B2B buyers have less time

to devote to reading and research Source: Demand Gen Report Content Preferences Survey May 2013

Content is increasingly driving marketing communications


Trustworthy Content Trumps Sales Speak Buyers put a premium on value-based relationships


Let’s Talk People Instead of ‘Prospects’



“So we're different colours and we're different creeds And different people have different needs.”

-Martin Gore, Depeche Mode “People are People” (1984)

THIRD PARTY COMPANY LOGO


The Name of the Game:

§ Set some new ground rules for communicating

§ Conceptualize storytelling in marketing

§  Take a look at some cool content § Go from ‘Corporate’ to ‘Compelling’ § Offer inspirational content tips


Rule #1 Don’t Be Vain Content isn’t about your company, or you

§  Nixing sales speak makes your content more “robust”

§  Be a “leading provider” of education and delight

§  Be the “#1 source” for industry insight

Carly Simon said it best


Tell a Story About Your End User Use your company’s publishing platforms

•  Tell the story of how your end users succeed

•  Maximize your

case study and testimonial content

oracle.com/oraclemagazine


Rule #2: Keep it Contextual

§  Who?

§  What?

§  Where?

§  Why?

§  How?

Borrow principles of journalism


Speaking of Real World Heroes…

§  Follow a fun format

§  Highlight the end user perspective

§  Celebrate customer success (influence sharing)

Your customers save the day!


Rule #3: Find Your Format(s)

What’s your company’s signature?

• Keep content consumers returning with an extended story

• Consider structural uniformity for design and layout

• Establish ‘characters’ that reflect your consumer audience


Topical Storytelling: The ‘Grande Guides’

§  Explain your format and its logic upon introduction

§  Keep contextual content inventoried

§  Anticipate trends and topics via social media


Rule #4 Take Cues From Consumption

Remember: A sale is the result of a relationship


Empower Your Content Consumer

§ Utilize different formats/delivery methods

§ Stay relevant to your buyer persona data

§ Give your consumer the option to change tracks

Honor the consumer’s right to choose


Rule #5 Make Corporate Compelling

§  Spread your own word

§  Connect personally via community

à


Enhance Your Corporate Communications

§  Optimize your content bandwidth

§  Transfer message of sales sheets or other later stage content to more engaging formats

§  Cater to different audience segments


The Marketer Scorecard Interactive Experience Eloqua.com/scorecard


§ Take advantage of present puns

§ Keep your calls to action concise and informative

§ Use images to supplement social posts

Tips for social posts

‘Product Speak’ Sensibly


Turn to Pop Culture for Inspiration

§ Classic movie titles

§ Popular TV shows

§  Trending videos

§ Power puns


5 Storytelling Rules for the Marketer

§  1. Don’t be vain

§  2. Keep it contextual

§  3. Find your format(s)

§  4. Take cues from consumption

§  5. Make corporate compelling

Don’t leave home without ‘em!


Amanda Batista

[email protected] @amandaf_batista



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Think Like a Publisher : 5 Storytelling Rules for Marketers