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Rescooped by massimo facchinetti from Customer Experience | The How not the Why!

Three Elements of Storytelling to Improve the Customer Experience

Three Elements of  Storytelling to Improve the Customer Experience | Content Creation, Curation, Management |
Storytelling is a powerful business tool.  I was reminded of this during my visit last week to the January meeting of the Ohio State Council of SHRM.  Although I was there as an invited guest speaker, I certainly feel like … Continue reading → (Three...

Via Karen Dietz, streetsmartprof
Aloha Shikha's curator insight, February 1, 2013 2:27 AM

for my script on business journalism 


Ken Jondahl's curator insight, February 28, 2013 4:59 PM

Karen Dietz's insight:        

OK -- this article is super quick. But I curated it because I really like the 3 questions it poses to make sure your corporate storytelling is on the right track.


The article is written for those in large enterprises. But these questions could work just as well for small businesses and entrepreneurs, also.


Pay attention to these 3 questions and you will be on the road to success. All 3 are right on.


This review was written by Karen Dietz for her curated content on business storytelling at

Mike Ellsworth's comment, March 5, 2013 10:39 AM
Thanks for the reScoop, Benjami!
Rescooped by massimo facchinetti from Customer Experience | The How not the Why!

Watch the Customer Experience to Gage Your Content

Watch the Customer Experience to Gage Your Content | Content Creation, Curation, Management |

"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."


How often have you repeated a "good story" you heard? Now compare this to how often you forward something you read as "content about a product or service". Content is over rated in the marketing world, however, if you wrap solid information about how to "use your products and services within the power of story to satisfy the customers needs", the odds go up it will resonate and be shared.


Read on for Karen Dietz's ideas around this article.


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!


Full article:

Via Karen Dietz, streetsmartprof
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