The (Art) of Brand Storytelling - HighEdWeb Michigan 2013
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This document discusses the importance and best practices of storytelling for brands. It emphasizes that stories can move people, inspire others, and change lives. Effective storytelling involves understanding your audience's emotional journey, finding relevant stories to tell, and telling those stories consistently across channels in a compelling way. It also stresses the importance of planning through developing content strategies and calendars to ensure stories are coordinated and meet objectives. The key is intentionally seeking stories that speak to what audiences care about and will motivate them.
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The (Art) of Brand Storytelling - HighEdWeb Michigan 2013
- 1. The ART of (BRAND) Storytelling Dawn Pick Benson @GRbrandcontent
- 7. Move people Inspire others Change lives
- 8. “There isn’t anyone you can’t learn to love once you’ve heard their story.”
- 9. We all have stories like this to tell.
- 13. Telling them, and doing it well, isn’t easy.
- 14. Time Resources Targeted messaging Channels: Facebook? Website? Alumni magazine (print and/or digital)? Pinterest? Choosing the best stories Finding them Cooperation across departments
- 15. BUT, it can make a difference between passive — and passionate — alumni, donors, students and friends.
- 16. Telling them well Planning & Execution ResearchFinding the right stories The Art of Storytelling
- 17. First, understand your audience’s emotional journey. Finding the right story
- 20. “Go and spend time with those audiences, understand how they work and build an experience built around how they operate, built with them in mind.” - Katrina Craigwell, General Electric’s digital marketing manager http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
- 21. A single story is incomplete. It makes one story become the only story. http://blog.ted.com/2009/10/07/the_danger_of_a/
- 23. Then, find your role in that journey. Finding the right story First, understand your audience’s emotional journey.
- 24. Telling them well Planning & Execution The Art of Storytelling ResearchFinding the right stories
- 26. Worth sharing Connects emotionally Answers the question:“Why does your university matter?” Compelling
- 27. “... Understand not only where your customer will be exposed to your message, but what his or her emotional state will be when engaged with that media.” - Fast Company, Melinda Partin, CEO and co-founder of Worktank Channel- specific
- 28. Telling a consistent story across channels, no matter where your message is delivered. Consistent
- 29. “Inconsistencies degrade the power of story and cause mistrust.” - Melinda Partin, CEO and co-founder of Worktank htt//www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience
- 30. “Being consistent – whether it’s in your terminology, your tone of voice, or the way you present information – is one of the keys to building trust. And trust is key to any content marketing program because it builds loyalty and brand recognition.” - Andrew Kaufman,“The Case for Content Strategy” http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
- 34. The 4-letter word: PLAN (aka strategy)
- 35. “When you add a content strategist at the end of your process, it’s like designing a book jacket, creating the binding and the PR campaign before you’ve even written the novel, devised the chapters, thought of the way your story will be told.” - Margit Detweiler “4 Ways Brands Can Plan for Content Success” http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
- 36. “True content strategy is about more than good writing... It’s a process that facilitates the development of good content...” - Andrew Kaufman,“The Case for Content Strategy” http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/
- 37. Based on what you now know, what are some of your key objectives? • Reach young alumni? Increase their giving levels or engagement? • Grow your Twitter following? • Overhaul your website? Or just keep your content updated regularly? • Improve communication with prospective parents? Content Strategy: A place to begin Then, list corresponding tactics. Other elements to include: Key messages, short style guide, editorial/content calendar
- 38. Content calendar Also Include an “idea repository” (Georgy Cohen, Meet Content)
- 39. A Few Tips First, look for upcoming events that also meet your content strategy objectives. Intentionally seek out stories that speak to your audience’s emotional journey.
- 40. Key questions to answer about your content • Who will create it? • What content type are we publishing? • When will we publish it? • Where will we publish it? • What are the key messages? • Why is it important to publish it? • How are we promoting it once it’s published? source: Meet Content
- 41. Let’s try it.
- 42. First, understand your audience’s emotional journey. Finding the right story
- 43. Paul & Polly Parent Can we afford it? Will she get a job? Is it safe? ...Or end up living in our basement?
- 44. Sally Student What will I major in? Will I have fun? Will I fit in? Will I find a job after graduation?
- 45. Then, find your role in that journey. Finding the right story
- 46. Paul & Polly Parent Can we afford it? Will she get a job? Is it safe? ...Or end up living in our basement?
- 49. Sally Student What will I major in? Will I have fun? Will I fit in? Will I find a job after graduation?
- 51. Every brand has a story to tell. And telling it well can make the difference between passive and passionate stakeholders.
- 52. Thank you!