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Rescooped by Dona Chakraborty from Just Story It! Biz Storytelling
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More Effective B2B Content Marketing with Storytelling, Positioning & Personas

More Effective B2B Content Marketing with Storytelling, Positioning & Personas | Current Updates | Scoop.it
Free B2B buyer persona development tool Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is

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Karen Dietz's curator insight, January 21, 2013 12:47 PM

I think this article is a bit disjointed and confusing, but I scooped it anyway because of 2 pieces:

  1. The free B2B buyer persona development tool.
  2. The end of the article where the author talks about the 6 mistakes B2B marketers make when telling stories.


Buyer personas are not mentioned in the article, but go grab the free tool.


The list of mistakes is right on. I also like the insights in the section on Story Drivers where author Lee Oden talks about consistency and keeping stories fresh.


There may be other tips and insights you glean as you read the article plus the comments. For me, maybe I just need more coffee today to get my neurons firing!


Let me know your take-aways.


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

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For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing

For B2B Marketers, Building Relationships Trumps Blanket Approach - Story & Marketing | Current Updates | Scoop.it
Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.

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Karen Dietz's curator insight, January 16, 2013 12:15 PM

OK -- here's another back-end approach to why storytelling is critical in business2business (B2B) sales and where companies can leverage stories for maximum value.


Yes, we know that sharing stories is the best process a business can use for creating relationships.


This study show how to use those stories (see the second chart):

Creating content based on specific business needs and solutions comes out on top. 74% of respondents say they create content based on these. So focus your storytelling here!


The rest of the chart is just as helpful. Here are a few:

  1. Craft your stories specific to industries or company types you are targeting.
  2. Create product descriptions in the form of stories.
  3. Develop buyer personas and then tailor your stories to them.


The third chart explains the respondents long-term online marketing strategy -- and this mirrors the points above.


Now here is the kicker: over 50% of B2B marketers said they didn't really know who they were targeting, or who they could sell to. LOL -- some days I feel the same! If you find yourself in that place, you are in good company. 


The take away is to keep figuring these 2 pieces out as you fine-tune your marketing and your stories -- they do inform each other.


Overall, there is great information here to help you market better with stories in 2013.


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

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Storytelling: How to Captivate Your Prospects and Grow ... - Word Chef

Storytelling: How to Captivate Your Prospects and Grow ... - Word Chef | Current Updates | Scoop.it
You had a mix of news reporters, government, big and small businesses, native populations and a nonprofit (Greenpeace). Most of these characters would normally be opposed to working with the others. But in this case, they eventually saw ...

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Karen Dietz's curator insight, January 3, 2013 1:19 PM

I really really like the questions this author asks as you are creating or honing your biz stories. They are right on -- and the answers will bring depth and quality to your stories. Which are very desirable things these days.


This is a quick piece but with lots to think about. The questions are fun -- they will get you thinking differently about the stories you are crafting, or will help you rework your current stories to give more meaning and staying power.


Story on!


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

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Improve your Targeting and Tell a Story By Creating Buyer Personas

Improve your Targeting and Tell a Story By Creating Buyer Personas | Current Updates | Scoop.it
Tips on creating buyer personas to improve your marketing strategy and content marketing development.

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Karen Dietz's curator insight, December 27, 2012 1:53 PM

Here is a niftly how-to article on creating Personas by Dayna Rothman in order to target your marketing efforts and be more successful.


What is the connection to storytelling? Well.....Personas are not stories. But they are the characters for your stories. Personas are the research you do to create compelling characters -- for your stories. They are who your stories are about, and who they are targeted to.


Personas clearly help you identify your audience. Effective storytelling relies on knowing who your audience is in order for the stories to connect with them.


At some point in your business, creating Personas is both helpful and an important activity to do.


I like the suggestions in this article for how to do the research to create your Personas, the number to build (no more than 3 please), and the #1 mistake people make when generating their Personas.


This article is not very long, but it does have lots of good tips. What I like to do when creating Personas, or updating mine, is to create a collage for each. It is much more fun and creates a visual record of each that my website and graphic design folks can use.


Enjoy!


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

Mercor's curator insight, December 28, 2012 3:30 AM

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15 Marketing & Business Trends In 2013 That Will Change Your Business

15 Marketing & Business Trends In 2013 That Will Change Your Business | Current Updates | Scoop.it

From Rohit Bhargava, Founder, Influential Marketing Group and the author of Likeonomics


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Karen Dietz's curator insight, December 21, 2012 6:30 PM

Here is a example packed SlideShare presentation about 15 marketing trends for 2013 that Bhargava has identified.


As you can imagine, since it is the end of the year, I've looked at a ton of these kinds of lists. This is by far the best one I have found.


And 3 of the 15 trends have to do with storytelling: Partnership Publishing; Precious Print; and Back Storytelling.


What I love about Bhargava's work are all of the examples shared to back up his trends. Even for the trends that don't have to do with storytelling, this piece is well worthwhile.


I also really like that at the end of the slides he gives us his 2012 list and shares if the trends materialized or not. Even better, he then shares his own back story of how he identified the trends for 2013.


This is a very complete list and dense with material to chew on. It can certainly help our businesses in 2013. Enjoy!


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

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A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story

A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story | Current Updates | Scoop.it
It’s tempting to look at pop culture for insight into the zeitgeist, and it’s hard to look at pop culture without seeing a lot of Zombies. This may well not be a coincidence.

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Karen Dietz's curator insight, December 19, 2012 2:51 PM

This article by Alan Snitow goes right along with the other article I curated today on Anthrocapitalism. 


Here Snitow talks about the massive shifts in consumer attitudes/behaviors that are creating shifts in marketing and branding.


The author suggests that one of these huge shifts is away from 'aspiration' marketing, where consumers aspire to buy their way into a better life, to 'inspiration' marketing. Inspiration marketing is focused less on what companies can give, and more on what consumers themselves can achieve. In other words, making customers the hero of the story.


But there is more here to the discussion and I encourage you to read the article. It's not that long and makes great points.


Even better, Snitow shares short videos of companies who have moved from aspirational to inspirational marketing. Perhaps this is what your business needs to do.


And once again, I wonder about the influence of storytelling. Of course stories fit exceedingly well into inspirational marketing.


Yet how much has the awareness, education in, and experiences with stories shaping the conversation and this movement? Maybe it is more of a chicken-and-egg syndrome.


In any event, I find it fascinating that this article and the one on anthrocapitalism show up on the same day but from different sources. And on the same day I received an email newsletter talking about how businesses are now in a post-Demming-process era and now in the era of valueing people in business. And the business was re-defining all of its work to meet this new direction. 


Well, certainly these discussions about the value of people over profits in business have been around for years. Only time will tell if trend watchers are actually seeing shifts that will stick, or if we are all just spitting into the wind again.


How will you show up in 2013? Your thoughts?


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

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The Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories!

The Power of Sequenced Content & Social Media for B2B Lead Generation -- Think Stories! | Current Updates | Scoop.it
As a business journalist, I looked forward to information from a handful of specific sources each quarter. In fact, my quarterly e-commerce reports would wait

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Karen Dietz's curator insight, December 14, 2012 5:46 PM

Yeah -- what a great reminder! Craft your biz stories as sequenced content!


Better yet, plan a content campaign of sequential articles with a narrative arc.


Or serialize a narrative over several posts!


That is where my mind went after reading this article. Now the author here is really just talking about creating a series of posts over time all on the same topic that work together.


But my storytelling mind said "Woah! There is a lot more here that could be done." 


So this article presents a great idea -- but doesn't go quite far enough for all us biz storytellers. Yet it is still worth curating and reading because of all the tips and points it does make.


Dig in (it's not long), get the interesting stats showing how sequenced content gets results, and start connecting the stories together in a series of articles/blog posts, etc!


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

Karen Dietz's comment, December 15, 2012 1:52 PM
Thank you Beth for re-scooping this! And LOL, I see we both scooped the local stories piece from NPR. Great minds think alike!
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Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded

Storytelling in Fundraising: When Your Donor Responds with These Five Simple Words, You’ve Succeeded | Current Updates | Scoop.it
Books and articles on storytelling and narrative in fundraising are proliferating nearly as quickly as bad storytelling and narrative in fundraising (could there be a connection?). In an effort to ...

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Karen Dietz's curator insight, December 12, 2012 8:02 PM

What a great post that reminds us what is most important in our business storytelling and how to achieve it -- whether it be in fundraising, sales, or marketing.


Are you following the Golden Theme? The Golden Theme for stories is: we are all the same.


If you can express the Golden Theme and do what the author Eric Foley suggests, you will have the Midas touch. 


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

Michael Katz's curator insight, October 6, 2013 10:33 PM

It's all about making connections.

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7 Ways to Fascinate Your Readers and Build a Hugely Loyal Following

7 Ways to Fascinate Your Readers and Build a Hugely Loyal Following | Current Updates | Scoop.it

Are you spellbinding?
Let’s be honest.
It’s a huuuuge challenge.
Probably the biggest challenge each blogger faces.


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Hélène Brevet's comment, December 10, 2012 10:03 AM
Very insightful. Thanks for sharing Karen!
Karen Dietz's comment, December 11, 2012 12:39 PM
My pleasure Helene and glad you liked it! Have an awesome week :)
Markose Abraham's curator insight, December 11, 2012 7:54 PM

Loyal following required

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How to Create Google+ Posts That Get Read, +1ed, and Re-Shared

How to Create Google+ Posts That Get Read, +1ed, and Re-Shared | Current Updates | Scoop.it

Content marketing using Google+. Take advantage of the rich formatting, variety of content options, and SEO benefits Google Plus has.


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Visual Storytelling Can Bring Out a Company’s Humanity

Visual Storytelling Can Bring Out a Company’s Humanity | Current Updates | Scoop.it

In any given sector, the sites all look the same. As a result, a little courage and showing your humanity can actually help to differentiate your company.


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Storytelling Tip: Use the calendar to tell your story | JerryBrownPR

Storytelling Tip: Use the calendar to tell your story | JerryBrownPR | Current Updates | Scoop.it
The calendar contains a wealth of opportunities to tell your story.

 

Now here is a real nifty reminder -- use your calendar to help you figure out what kinds of business stories you want to tell.

 

It's all part of an integrated content strategy plan. This is a quick article with some really good ideas/reminders. Hope this sparks some creative thinking!


Link to the original article: http://jerrybrownpr.com/2012/11/20/storytelling-tip-use-the-calendar-to-tell-your-story/ ;

 

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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Five Ways to Be a (Social Media) Clutter-Buster & Better Biz Storyteller

Five Ways to Be a (Social Media) Clutter-Buster & Better Biz Storyteller | Current Updates | Scoop.it

What a great article that is related to business storytelling! Biz storytelling is all about finding and sharing stories that create engagement. The steps below give tips for how to do this: listening, conversations, etc. I particularly like the last point: go offline -- because that is when storytelling REALLY starts happening, and where relationships are cemented.

Thanks to fellow curator Brian Yanish for finding and posting this article! His review is below:

So if you’re not engaging on social media because you think “everyone else is doing it, so why bother,” or you just don’t think people are going to notice your content, that’s a cop out. If you have something interesting to say, then SAY IT. You never know when your tweet, post, blog or video will be exactly what someone was hoping to find on any particular day.

 

Wait. Let’s back this train up.

Before I go further, let me say first that you really have to buy in to the importance of even showing up. I mean, why talk about breaking through clutter if you don’t believe there’s value in adding your 2 cents to social conversations. You have to know who you want to talk to and where they play. What’s your objective and what’s your message? No need to figure out how to get people’s attention if you don’t know WHY you want their attention.

Once you have that all squared away, then by all means, start breaking through and turning heads. Here’s how.

1) Develop a noticeable social presence. This is the bare minimum, but you’d be surprised how many brands and businesses don’t have completed profiles. So here’s the starting point—make your profiles interesting. Social media is fun, so have fun with your profiles! Post funny pictures. Have a sense of humor. And engage. Don’t talk at—talk with. Social media is a two-way street, not a commercial.

2) Listen to the conversations. You know how when you’re at a party and you walk up to a group of people, you wait a moment before you jump in? You don’t want to be rude, so you listen first to see what they’re talking about. You can learn a lot by listening. Figure out who your customers are talking to in their social circles, and listen. This will help you craft your message to be more targeted. More interesting, if you will. And your message will rise to the top.

3) Be an equal-opportunity player. I almost deleted that because it sounds bad—but it’s interesting, so I’m going with it. What I mean is, it’s impossible to engage with your entire audience and drive your message through if you aren’t playing on several social networks. This may mean your social promotion campaign lives in various forms on several networks in order to be relevant. Not everyone tweets. Not everyone posts. Not everyone pins. But you, my friend, are a marketer, which means you speak the language of the people, wherever they are. You know. When in Rome.

4) Create a conversation, not just a campaign.  A campaign is a good place to start—but don’t end there. If you take away nothing else but this today, fine. Just get this: Marketing on social media is NOT about advertising and promotion. If you’re on Facebook, Twitter and Pinterest to just sell your stuff and promote the heck out of it, you don’t stand a chance of breaking through the clutter. People will turn a blind eye. Consumers are advertised to all day long, in so many ways. But a brand who actually engages with them? Listens to them? Asks questions and responds back to theirs? Now that is something they’ll notice. Trust me.


5) Go offline. Crazy, right? So crazy this just might work. Start the conversation online, but then try taking it out of the social media sphere. Last I checked most of our cell phones could still make calls. What if you reached out with something more personal than a tweet? Or mailed something to follow up after an online interaction? Social is just a means to building an introduction. But the magic happens when you carry the connection beyond the online world and into the real world.



Key Takeaway: You want to turn heads in social media? Be interesting. Engage with your networks. Create conversation. Respond to your audience. Care about them as much (if not more) than your campaign. These things will get you noticed and help you bust through the clutter.


Great article from by Bryan Kramer


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Elizabeth Cora Hayes's curator insight, July 31, 2014 7:53 AM

5 tips on how to cut through the social media clutter and turn audience's heads, i think these tips are valid because nearly everyone is using social media as a marketing tool so naturally, the clutter is forever growing. The tip i agreed with the most was number 4 (create a conversation, not just a campaign). This rang true with me as i tend to ignore advertising messages on social media, however i am more likely to pay attention to an active conversation between a brand and its customers. 

Malee Van Den Berg's curator insight, September 15, 2014 8:53 PM

This article provides tips on how to cut through the clutter in social media. Can be very useful and relevant for many businesses since the use of social media as an advertising and marketing platform is growing rapidly. The article encourages businesses to be interesting and engage with networks by using social media in an effective not careless way. 

Duy Long Dang's curator insight, October 1, 2014 2:49 AM

there are five ways to beat the clutter and the most interesting way for me is the number 2, which is listern to the conversation

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4 Businesses Leveraging Storytelling With Images | Social Media ...

4 Businesses Leveraging Storytelling With Images | Social Media ... | Current Updates | Scoop.it
The good news is that visual storytelling isn't a high-cost strategy. Consumers aren't looking for the highest-quality visual content. Consumers want stories told in a visual way that encourage, engage, enlighten and entertain.

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Jeff Domansky's comment, January 17, 2013 5:15 PM
So true Brian and if we can keep"marketing's" hands off, we can win ;-)
Jeff Domansky's comment, January 17, 2013 5:16 PM
Karen, totally agree on visuals. On voice, quality gear is critical after a great story of course.
Karen Dietz's comment, January 17, 2013 5:34 PM
Yeah, the right audio gear is critical for sure. LOL on keeping marketing's hands off! Sooooooo true :)
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How to Generate Leads With SlideShare -- & Your Biz Stories

How to Generate Leads With SlideShare -- & Your Biz Stories | Current Updates | Scoop.it
Are you using SlideShare? Would you like more leads? In this article I'll reveal how to use SlideShare to generate quality leads. SlideShare for Leads?

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Linda Buckmaster's curator insight, January 15, 2013 11:32 AM

A comprehensive articles regarding quality leads by SlideShare

Ron McIntyre's curator insight, January 16, 2013 11:22 AM

Good article on SlideShare but also review the provider of the site also.  New concept that could work for social biz.

Karen Dietz's comment, January 16, 2013 11:39 AM
Love the comments Jeff, Linda and Ron! Yes, SlideShare holds lots of potential for businesses -- plus it is very easy to use. I love it because the learning curve is so short.
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What It Takes: The Right Thing In Biz Storytelling

What It Takes: The Right Thing In Biz Storytelling | Current Updates | Scoop.it

"Short version: Garfield’s piece is a call to brands, cautioning them to restrain from inserting themselves into news stories about the tragedy at Sandy Hook elementary school."


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Karen Dietz's curator insight, December 28, 2012 3:04 PM

This is a very quick post and a brief cautionary tale about branding zeal and overstepping those storytelling bounds.


Sometimes in our rush to seize on an opportunity, even if it is to tell others about the good we are doing, it comes across as dis-ingenuous, creating a story backlash.


All I can say to this post is, "Hear, hear -- I couldn't agree more."


So before you jump on the bandwagon -- stop, take a breath, and do the right thing.


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


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The About Us Page in a Social World - Tell Your Story

The About Us Page in a Social World - Tell Your Story | Current Updates | Scoop.it
Since my column about the Power of the About Us page (remember 2006 when MySpace was really popular) was written, not a week goes by that I don’t receive a comment about it.

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Karen Dietz's curator insight, December 27, 2012 1:31 PM

Hey folks -- if there is just one small thing you can do to prep for more business in 2013, it's upgrading your About Page on your website.


I really like the point the author, Bryan Eisenberg, makes -- "'About Us' is often the most neglected page on any website; if the page exists at all. It can put a human face on an otherwise technical, dry, and impersonal website. Properly written, it can provide some serious buying resolve to certain customer segments."


To help you get your story skills revved up to tackle this project, Eisenberg asks several really awesome questions at the end of the article. I know these will get those wheels turning in your brain.


And don't forget to give yourself time for several iterations. I just updated my year-old LinkedIn profile. My focus was on integrating several different aspects of my career and this time, it just came flowing out as a narrative that I now really like.


But trust me -- it took time to ask and answer to myself the same kind of questions posed in this article.


Am I done? No way. I realize I can change and update my About Me narrative as I need to. That is the beauty of storytelling -- our stories shift and change as we do. Our work as storytellers -- particularly in business -- is to remain authentic, engaging, and uplifting.


So what story(ies) are you going to be sharing in 2013 to grow your business?


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

Alessio Manca's comment, December 27, 2012 1:34 PM
You Poet! :)
Karen Dietz's comment, December 27, 2012 3:24 PM
LOL -- yes, at heart! Enjoy the day :)
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Consumer Storytelling on Facebook: An Untapped Branding Opportunity

Consumer Storytelling on Facebook: An Untapped Branding Opportunity | Current Updates | Scoop.it
Do people still care about longer-form blog posts and narratives to tell stories in the era of Pinterest, YouTube, and Twitter? The answer is yes.

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Karen Dietz's curator insight, December 21, 2012 6:10 PM

Hooray! Social media storytelling is not limited to 140 characters or short quips. 


This article discusses how popular 1,000+ word stories are on Facebook and how important the stories your customers share will be in 2013.


Story on!


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

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8 Ways to Tell Your Company's Story

8 Ways to Tell Your Company's Story | Current Updates | Scoop.it
In search of content marketing inspiration, I found the SlideShare production: How to Tell Your Company's Story: 8 Questions to Get You Startedby Ann Handley from Marketing Profs. Did the ...

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Karen Dietz's curator insight, December 18, 2012 1:04 PM

I think the questions posed here to help you figure out your business stories are just terrific. There are 8 of them and will really get you thinking about your business, what makes you unique, and the stories you could possibly tell.


Even if your business or organization (for profit or nonprofit), these questions are important to ask. So how would you answer these questions?


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

Parker Donat's curator insight, December 18, 2012 2:43 PM

Many companies don't know where to start when it comes to storytelling. Especially, B2B companies. There is a good way to start and that is asking the right questions. And what a better way than to be ask questions geared toward the underutilized marketing tool of storytelling. 

Karen Dietz's comment, January 16, 2013 1:13 PM
I so agree Parker! Many thanks for your comment. My apologies for not responding sooner. There's a glitch in the program here where I am unaware when someone posts a comment. And yes, success is all about asking the right questions!
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What kinds of local stories drive engagement? The results of an NPR Facebook experiment

What kinds of local stories drive engagement? The results of an NPR Facebook experiment | Current Updates | Scoop.it
Not every story has the same capacity to connect with an audience on social media. Enter the land of Topical Buzzers, Curiosity Stimulators, and Feel-Good Smilers.

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Karen Dietz's curator insight, December 14, 2012 5:27 PM

If part of your branding is connected to your local place, then are there additional kinds of stories you should be adding to your biz story mix?


Absoslutely! And here's the list based on an National Public Radio Facebook experiment. 


Now this may not be the most sophisticated research ever conducted, but frankly, we need all the help we can get generating ideas for stories for blogs, articles, presentations, and the like. So I'll take ideas where I can get them!


And before we go much further, let's ask this question: who wouldn't benefit from stories about your local geographic area into the mix???


My answer? no one. That means everyone could benefit from this post!


So can you add stories that explain more about your 'place'? How about 'curiosity stimulators' regarding your location? Or 'topical buzzers'?


There are 9 types of stories explained here in this article and I know you will get ideas from reading it.


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

Jeff Domansky's curator insight, December 14, 2012 9:19 PM

Karen Dietz shares in excellent analysis and the NPR experiment is well worth reading.

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Building Stories by Chris Ware – review

Building Stories by Chris Ware – review | Current Updates | Scoop.it
Chris Ware's innovative book-in-a-box lays bare the everyday misery of home life, writes Rachel Cooke

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Karen Dietz's curator insight, December 11, 2012 2:28 PM

With that depressing lead-in to this review of Chris Ware's new book, I hesitated to curate it. But the construction of the book itself is so intriguing that I decided, "What the heck."


And how does this remotely connect to business storytelling? Here's why:


I think what Ware did is quite a unique twist on storytelling -- he's definitely pushing the envelope in how to engage with stories and create new meanings from how a person engages with his work. That in and of itself is cool to know about.


And your biz stories could be thought of -- maybe even organized and delivered -- in a similar way. Our biz stories are a collection, a set, of stories that interact with each other in different times and in different ways. When I am with one client, I may select several stories to tell. When I am with a different client, I may repeat some of those stories and add/subtract others. So biz storytelling is best thought of as fluid.


And in enterprises, sets of stories can be arranged and rearranged in infinite combinations.


So what if we could convey our biz stories like Ware has done? It certainly is intriguing to think about!


On another note -- since the holidays are coming, this also could be a really cool gift. It's pricey -- and last I checked it was on back-order from Amazon. But if you are looking for a gift that is really different, this could be for you!


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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The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains

The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains | Current Updates | Scoop.it
A good story can make or break a presentation, article, or conversation. But why is that? When Buffer co-founder Leo Widrich started to market his product through stories instead of benefits and bullet points, sign-ups went through the roof.

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Karen Dietz's curator insight, December 7, 2012 7:16 PM

Hey folks -- what a great article that talk about how dramatically the brain changes when it is engage with a story. It is terrific information for when you want to explain the power of storytelling and why it works so powerfully in communication.


Tips for working with stories include exchange giving suggestions for telling stories with others; how to write more persuasively using stories; and a reminder to boil down the complex into the simple via stories.


This post is a nice piece and will come in handy -- either to explain storytelling or to stimulate ideas for how to work with stories in your marketing. Keep it around!


Thanks go to my friend and story colleague Patti Christiansen for finding this article and sending it 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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Study finds effective storytelling uses a four “I” approach

Study finds effective storytelling uses a four “I” approach | Current Updates | Scoop.it

Kim Gaskins reports the results of a study entitled The future of storytelling: Immersion, integration, interactivity, impact that she and Neela Sakaria conducted for Latitude, a full-service international research consultancy. www.latd.com


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Karen Dietz's curator insight, December 4, 2012 11:31 AM

I originally passed up on the original article cited here because its focus was on transmedia storytelling. And I also passed on the research outcomes reported here by Latitutde on the Futue of Storytelling.


But I like this article because it translated the original work on transmedia storytelling into a business application that wasn't just about marketing. The author, Lenn Millbower, focuses on bringing the lessons of storytelling and transmedia work into corporate training/ knowledge transfer.


The 4 'I's listed in the post are right on. Storytelling has always had immersive qualities to it for the last 100,000 years. Immersion is critical in learning. The other 'I's are equally important.


It is a quick article with good insights -- so go grab all four of the 'I's.


Now the reason I ignored the Latitude research project was because it is basing its opinions about the future of storytelling based on the people it polled -- gamers and such. Hardly a representative group. I didn't find their insights interesting. But if you want to read it yourself, follow the link to the research that's provided in this article.


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


The thank you fellow curator Gregg Morris @greggvm for finding this article and sharing it!

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Product Storytelling – Don’t Forget the Context « A Random Jog

Product Storytelling – Don’t Forget the Context « A Random Jog | Current Updates | Scoop.it

"When launching a new product, it is important that customers understand what problems your product is solving. You don’t have time to tell a long story so you need to make sure your message is effective in creating a desire to learn more. This is where context can help. If you are trying to tell a story about your product, context is the background information that helps the scene make sense. Without this context, you leave it up to the customer to figure it out on their own."


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Karen Dietz's curator insight, November 28, 2012 6:17 PM

Truer words couldn't be said! The author has great advice for how to create context around a product that allows the business to share its product story more effectively.


And I love that the author, Joshua Duncan uses the latest Microsoft commercial to make his point. I enjoy watching the commercial. But I agree with Joshua -- as a sales piece it doesn't work. And it is certainly not a story.


As you read what Joshua has written, don't forget to click through to his earlier post on how context does work to make a sale. The example he uses is Box.com. You can see context is provided. But I still think Box.com could do better in sharing its story.


Read both and let me know what you think! Do the examples work? Does Box.com really tell it's story? Love to hear your thoughts :)


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 most marketing content rarely connects with an audience -- there's no story!

Why most marketing content rarely connects with an audience -- there's no story! | Current Updates | Scoop.it

"Aren't marketing platforms today oversold in what they can do on the business side of things? Are organizations even aware that their message has lost all connection with their audience? Hey, some even seem to excel at finding ways to render their content marketing completely pointless!"

 

Here's an article by my colleague Raf Stevens who really drives the point home about how most advertising is anything but a story -- yet stories are what customers want. I love the research he shares and charts included. They really help make his point.

 

Scroll down below the fold when you click through so you can skip the promo for an upcoming workshop. Look for the 'Look Who's Talking" photo.

 

And I also like the tips and examples Raf gives us for how to actually get our heads away from traditional advertising and into the narrative space.

 

And then I reflected on another article I just discarded that mentioned Burberry's The Art of the Trench storytelling project: http://artofthetrench.com/  I checked it out and hah! It's anything but storytelling. Just a collection of photographs from customers wearing trenchcoats set to some music: 

 

But then I realized that if businesses can't figure out how to craft and share meaningful stories (and don't even know/care what a story really is), then customers might not know what to share either! Which means businesses need to get really smart about how to evoke stories -- because people will tell you lots of stories (yes, stories -- not opinions. thoughts, or observations) when you know how to properly evoke them.

 

OK, I went off on a tangent there because Raf barely mentions evoking stories. For help with story evoking, search this article collection under 'storycapture'.

 

To get back to Raf and his article -- go read it. It has lots of great info and is a good kick-in-the-pants reminder to build narrative into all of your marketing work.

 

Link to original article: http://us5.campaign-archive1.com/?u=630ffc3b05a1a80b71c170805&id=5705e9c6f3&e=79985a9819 


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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