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Rescooped by John van den Brink from Just Story It Biz Storytelling
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They are not for everyone: Tips for crafting B2B client success stories.

They are not for everyone: Tips for crafting B2B client success stories. | AtDotCom Social media | Scoop.it

"I learned that no single story – or any piece of content marketing – works across the board, even for a select group of 400 sales people – let alone a market segment of 10,000 potential customers."


Via Karen Dietz
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Karen Dietz's curator insight, March 22, 2013 2:28 PM

Author Tim Keelan of StoryQuest writes a great article here about ways for ANY business to think about its storytelling.


Namely, that stories are universal, but no story is universal.


That means creating really targeted stories.


Keelan has lots of insights to share with us about this truism, and ways to get it done.


If you want to be a sharper storyteller -- one who is able to grow their business through sharing stories -- then you will want to read this article and follow Keelan's advice!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by John van den Brink from Just Story It Biz Storytelling
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Is Your Content Sourcing Conversations? How to use B2B biz stories...

Is Your Content Sourcing Conversations? How to use B2B biz stories... | AtDotCom Social media | Scoop.it
If you’re only developing content with consumption in mind, you’re missing a huge opportunity to keep momentum going as prospective buyers move through the buying cycle.


I've said this before -- biz storytelling is about engagement, not simply broadcasting messages.


This is the first article I've found that actually tries to break down the different types of conversations you want your biz stories to spark or serve.


I disagree with the distinction between dialogue and conversation. I think a better distinction to make is between messaging and conversation. And stories are often shared within a conversation. Conversations are not necessarily storytelling. So that is my nit-pick for today.


I really wish the author, Stephanie Tilton, would have included examples for each type of conversation mentioned. She tries to explain the different conversations but I need examples this morning in order to get ideas for how to apply her advice. Or maybe I'm just too tired this morning!


So there are 2 lessons here -- 1) target your storytelling to the conversations you want to promote and help along; and 2) make sure when you write content you give examples so you don't make it so hard for your readers to apply your insights.


I also really like the point the author makes about shifting from talking to listening, and shifting to serial storytelling in your business.


OK -- I'm heading into the kitchen for some more coffee!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 


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Rescooped by John van den Brink from Just Story It Biz Storytelling
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Stories & Gaming Can Make A Better World

Stories & Gaming Can Make A Better World | AtDotCom Social media | Scoop.it

We are the stories we are told. Each of us alone and all of us together are the living embodiment of all the stories we have heard and all the stories we have told each other. Narrative shapes our behaviors, our thoughts, our actions.

 

The original title of this article is "The Universal Language of Story." But there's no new there. The article is OK but missed the point of the video referenced in the post, I think.

 

What IS news about the article is the 20-min. TED video. In the video, Jane McGonigal shares her passion for how gaming and storytelling together can make a better world.

 

The extent of my electronic gaming consists of Solitaire, Majong, or Sudoko on my phone or iPod. But after watching this video, I'm inspired to take the leap into online gaming.

 

What Jane does in this video is share how storied games train us in ways that allow us to pull together for the social good. Now that's amazing and a fabulous twist on how and why linking gaming and storytelling into our business practices could lead to amazing results.

 

Then make sure you watch the video on "Beyond the 'Like' Button: Digitally Addictive Storytelling and the Brain" in the next post here in this collection. The 2 go hand-in-hand and will really open your eyes.

 

So watch the video, get your creative thinking cap on, and game on!


Via Karen Dietz
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Karen Dietz's comment, April 30, 2012 7:05 AM
Thanks for re-scooping this John!
Rescooped by John van den Brink from Just Story It Biz Storytelling
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Story Selling in A Winning B2B Integrated Marketing Campaign

Story Selling in A Winning B2B Integrated Marketing Campaign | AtDotCom Social media | Scoop.it

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.


The year is 2008 and you are in the Financial Services Business.

 

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

 

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

 

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

 

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

 

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

 

"And how has the integrated campaign done?"

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign


Via Ken Jondahl, John Kratz, Karen Dietz
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Rescooped by John van den Brink from Just Story It Biz Storytelling
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How To Move Your Brand From Good Enough To Remarkable

How To Move Your Brand From Good Enough To Remarkable | AtDotCom Social media | Scoop.it
You've got great people on your team and you have a strong vision for the future. So does everybody else. What you need to work on is getting remarkable.


Yep, I couldn't agree more. So how do you get started? Well, first by digging into stories. That's advice tip number one from the author.


Next, get this story work out of the exclusive domain of marketing. Now this point I really like because it is rarely acknowledge. But true it is.


And finally, if your stories are lacking, or broken, or problematic in any way -- fix them! That happens in part through working with trained story workers. So look around you for help.


As the author says, "...then you have to jump in and get to work on being remarkable. It might be the difference between surviving or thriving in 2012 and beyond."


I am looking forward to hearing about more remarkable organizations.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 


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