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Creative Story Approaches
Using story and other creative approaches to enliven your content and you!
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Knowledge@Wharton Today | The Power of Storytelling

Knowledge@Wharton Today | The Power of Storytelling | Creative Story Approaches | Scoop.it
The following article was written by David Adelman, founder and CEO of Reel Tributes, which produces documentary films to preserve the legacy of families and family businesses, and William Alexander, who teaches a course on strategies and practices...
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Reader Engagement With Transmedia: How To Use QR Codes

Reader Engagement With Transmedia: How To Use QR Codes | Creative Story Approaches | Scoop.it

Joanna Penn:  "In this post, guest blogger Emily Craven explains how you can use one simple thing – a QR code – to give your readers a more interactive experience" ...


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Brand Storytelling Lessons from the Content 2020 Project

Brand Storytelling Lessons from the Content 2020 Project | Creative Story Approaches | Scoop.it
Find out what brand storytelling lessons you can learn from the Content 2020 Project. Here's what the Coca-Cola Co.'s chief storyteller has to say about it.

 

If you haven’t already seen the overview of Coca Cola’s Content 2020 Project on YouTube, stop reading this right now, and go spend the 18 minutes. If you’re at all interested in how content is going to reshape the strategic marketing process, this is quite simply, a manifesto.

 

The architect of the Content 2020 Project is Jonathan Mildenhall — the Coca-Cola Company’s Vice President of Global Advertising Strategy and Creative Excellence. That’s a mouthful of a title to be sure, but put quite simply, Jonathan is the chief storyteller for Coca-Cola, and Content 2020 is a bold move to create emotionally connected brand stories that are shared in a much more (ahem) fluid way. (See what I did there?)

 

When I first came across the Content 2020 Project, I was immediately struck by the business goal it presents at the very outset: “We intend to double the size of our business,” Jonathan says in the video. And, as he also points out, they plan to do this while realizing that, “Consumer-generated stories outnumber their stories on most of their brands.” So, what’s your goal for next year? Have you told your boss that you want to double the size of your business? Oh, and that you’re going to use brand storytelling as a primary driver to get there?


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The Beginner’s Guide to Brand Storytelling - Xcellent Media

“No, it's not a very good story - its author was too busy listening to other voices to listen as closely as he should have to the one coming from inside” - Stephen King The above quote by Steven King cautions us against what storytelling (and brand...

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Storytelling: why most content marketing plans fail

What good is having a content marketing plan if it doesn't create leads and sales for you? The harsh truth is most content marketing strategies fail because content marketers have been given bad information about "what works."

 

Good stories don't cause sales. Engagment does not either. High levels of confidence in buyers (created by compelling blogs, videos, white papers, downloads, etc.) and clear, compelling calls to action do.

 

Here are simple guidelines to ensure your digital content always creates leads and sales by super-charging buyers' confidence in their abilities.


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Women Riders: Harley Davidson as a Storytelling Platform

Women Riders: Harley Davidson as a Storytelling Platform | Creative Story Approaches | Scoop.it

In a previous post I wrote about the legend that is Harley Davidson. I wrote about how it achieved cult status but also how it’s struggling online. That was back in June.

 

In my closing paragraph I wrote:

 

Harley Davidson can do better online. They must find a better strategy to leverage the brand’s heritage for a more powerful online presence. This can only be accomplished if they make better use of their history and heritage to produce more enticing content that is readily shared by a new target audience.

Only then can they hope to attract a new generation of enthusiasts and maintain the brand’s cult status for generations to come.

 

Since then, I’ve been following them on Facebook and Twitter and must say, I’ve been pleasantly surprised; they’re finally getting their act together.

 

What prompted me to write this follow-up post is an update I saw on Facebook.


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Finding your brand story character

Finding your brand story character | Creative Story Approaches | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...
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How To Ask [for stories]--And Listen [to stories]--Like You Mean It

How To Ask [for stories]--And Listen [to stories]--Like You Mean It | Creative Story Approaches | Scoop.it

Questions are the expressive, probing language for growing others; listening is the receptive, facilitating language for growing others. These two complementary approaches form a continuous growth conversation loop.


Leaders who are helping others to grow and innovate are always trying to craft the best questions to make a difference. Here's how to ask the questions that will propel your team and your organization forward.


Listening -- I mean listening really well -- is sometimes hard to do. Here's a great article by Kevin Cashman, author of The Pause Principle, reminding us that the more deeply and authentically we can listen to another, the deeper our questions go, and the deeper our understanding becomes.


Listening deeply is the first storytelling skill to build -- so you know which story to share or ask for. And then so you can dig more deeply into the story to understand what it really means.


For leaders, this is essential. For anyone wanting to master business storytelling, it is critical. Many marketing and branding folks have still not caught on to listening as being a vital component when using stories.


Sooooo -- here's a reminder that also contains some great insights, a list of what not to do, and a nice section on the power of authentic questions.


Now I'll go on a hunt and see if I can find an article for you just on the Art of the Question. For as they say in Appreciative Inquiry, the question is the intervention -- so knowing how to craft and ask the question is key.


In the meantime, enjoy this article.


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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How a Story Becomes a Home: Stories and the 100k Homes Movement to End Homelessness

How a Story Becomes a Home: Stories and the 100k Homes Movement to End Homelessness | Creative Story Approaches | Scoop.it

Many of our campaign issues at Consumers Union impact a broad spectrum of society, and finding advocates who want to share their story and have the technology to do so isn’t necessarily difficult. However, many non-profit organizations are working tirelessly to tell the stories of people who may not have access to technology. One such movement has developed a strategy that tackles its mission despite the digital divide.


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easel.ly | create and share infographics -- visual storytelling

easel.ly | create and share infographics -- visual storytelling | Creative Story Approaches | Scoop.it

An easy way to create infographics and posters with ready-made visual themes - vhemes.

 

Wow -- I see several templates I'm going to use today for my work with clients. What fun! This platform looks easy to use and I hope it is. Talk about some great visual storytelling!

 

In the meantime, I hope you find some templates you can use. Enjoy playing!

 

Thanks to fellow curator Baiba Svenca for finding this and sharing!

 

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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Alfredo Corell's comment, November 13, 2012 2:30 AM
Everybody could be relaxed... it's finally working back. Enjoy!!!
Nuava Solutions's curator insight, December 19, 2012 10:35 AM

For more information on Online Solutions, please visit our website or contact us.

Cb Bowman's curator insight, September 10, 2013 12:31 PM

The current wave in marketing and/ or knowledge sharing. 

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Strategic Storytelling | Business Truisms

Strategic Storytelling | Business Truisms | Creative Story Approaches | Scoop.it
Every so often, a traditionally non-business word finds its way into the business world, fueled by an admirable desire to find new ways to think about old challenges. “Storytelling” has become one of those words.

 

What a nicely written article pointing to several truisms in business storytelling. Some you are familiar with (storytelling is a pull, not a push technology). I like the ones that I don't read much about:
1. Storytelling is a selfless, empowering act
2. Storytelling looks to the future

 

As the author Bill Baker (from Marketing Profs) says, "Successful storytelling respects the past and appreciates the present, but it also looks boldly into the future, moving people past “what is” to “what if?” Done well, storytelling helps people collectively imagine a vision of the future that is achievable and worth achieving, helping them to understand not only what they’re working on but also what they’re working toward." Yes!

 

And, "As you consider using storytelling strategically to give meaning to your brand communications or employee-engagement efforts, don’t do so simply because it is “the next big thing.” Do it because, if you truly listen and you are willing to be generous, authentic, emotional, and collectively creative— it works. As one senior client recently said, “This is a bit frightening. I feel vulnerable; but at the same time, because I’m being myself, I feel more confident.” If your organization is ready for that journey, there’s a great story ahead."

 

Love it. This is a quick post that is rich in insights & examples (ignore its clunky layout). Enjoy!

 

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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Why You Need to Tell Stories

Why You Need to Tell Stories | Creative Story Approaches | Scoop.it
This is a nice piece that shows how simple it can be to use story to help others understand and remember. Just the word ... Imagine... Helps us to frame ideas into stories: imagine if..imagine a
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Storytelling by Design

Storytelling by Design | Creative Story Approaches | Scoop.it
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...


This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.


"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.


The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.


From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!


I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.


For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!


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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Why Storytelling Will Keep Readers Hooked On Your Blog

Why Storytelling Will Keep Readers Hooked On Your Blog | Creative Story Approaches | Scoop.it

Storytelling, for some, can be the secret sauce to luring in and keeping readers on your blog.

 

And if you think about it, it makes sense. Blogging is about forming a connection with readers, and storytelling is a way of honing in on this connection. It’s important to give your readers something — or someone — to care about. Furthermore, the narrative form is relatable to any reader, so here’s why storytelling works for enticing (and keeping) an audience:

 

[Image credit: Shutterstock]


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Banksy. A brand voice rich in storytelling | Truly Deeply/Madly

Banksy. A brand voice rich in storytelling | Truly Deeply/Madly | Creative Story Approaches | Scoop.it
Your brand voice should never be random. It should communicate powerfully and coherently a brand position that is true to your brand’s DNA.
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How to Help Your Customers Help You by Sharing Their Stories

How to Help Your Customers Help You by Sharing Their Stories | Creative Story Approaches | Scoop.it
In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.

 

Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!

 

Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.

 

My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.

 

It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true! 

 

Read the article for the author's process, great tips, and a free downloadable book. 

 

Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!

 

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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Victoria Morgia Jamolod-Umbo's comment, September 28, 2012 6:59 AM
A very inspiring story. Hopefully, this will serve as an educational inspiration to many people....
Karen Dietz's comment, September 28, 2012 9:56 AM
I hope so too Victoria. So glad you liked the article. Have a happy day!