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The Science Behind Storytelling — and Why It Matters

The Science Behind Storytelling — and Why It Matters | Entrepreneurial Passion | Scoop.it

As presenters we want people to pay attention, be engaged and remember the message. The key to doing that? Science now says it involves storytelling: Stories stimulate emotions, which may be the key to better learning, attention, memory and decision making...

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Content Marketing: The Hero's Journey As An Effective Storytelling Plot

Content Marketing: The Hero's Journey As An Effective Storytelling Plot | Entrepreneurial Passion | Scoop.it

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Robin Good's curator insight, September 25, 2013 9:12 AM



James Carson on SmartInsights outlines the value of adopting a story to be more effective in selling your brand, products or services. He specifically points to a specific story plot generally known as the "hero's journey".


This is a story pattern that can be found in tens of popular stories around 

the world.


From Homer's Odissey to Star Wars you can see the same story pattern at work.


You "can use this kind of story arc in a content marketing strategy through switching the protagonist with the customer, and then offer mentorship through the content, and the promise of reward (or quest completion) from the product."


Useful. 8/10


Full article: http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/ 



Roger Ellman's curator insight, September 26, 2013 5:59 AM

I include this is the ServingExperience collection because a company that exists, follows and thrives upon the ServingExperience way will have a story, and stories that are sincere and true (essential for them to work for a company) and these will also (need to) be truly embraced from CEO to kitchen towel supply supervisor - then and only then does story, brand and reputation float on the high seas of the marketplace. 

FredGodefroy's curator insight, September 28, 2013 10:07 AM

Toutes les bases d'une bonne histoire résumé en quelques mots. J'adore !

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Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide

Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide | Entrepreneurial Passion | Scoop.it
From structure and plot to heroes and characters, your story must have everything in place if it's to connect with the reader. Follow our guide to storytelling success.

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Mayer Becker's curator insight, July 30, 2013 4:06 PM

Marketing Ops is called on to develop strategic and tactical plans on behalf of the marketing department. Being able to tell a story is vitally important to this process. Here is a good infographic about building the "story."

Verónica Sánchez's curator insight, August 2, 2013 8:05 PM

Tenemos muchas historias que contar y lograr que quien las escuche realmente se conecte, no sólo depende del contenido de la historia, sino de la forma cómo la cuentas, aquí algunos pasos del storytelling

Marco Gabrielli's curator insight, August 13, 2013 8:30 AM

Il poster evidenzia gli argomenti chiave, necessari per sviluppare differenti forme di storytelling. I tre elementi principali sono:


1) la definizione di sette popolari tipi di trame (la vittoria sul mostro, diventare ricchissimi, la traversata del deserto, nuova consapevolezza, commedia, tragedia, rinascita) ;

2) l'identificazione di sette tipi di eroi presenti nelle diverse trame (Dracula, Cenerentola, Ulisse, Alice, Aristofane, Macbeth, A Christmas Carol);

3) l'elenco dei principali tipi di intreccio che possono essere utilizzati in una storia efficace (chiamata, sfida, conflitto, crescita, risoluzione).

 

I principali riferimenti da cui trarre spunto sono i romanzi classici, le opere teatrali e i film. In questa maniera, è possibile ottenere una migliore aderenza tra la realtà che si vuole descrivere o promuovere e la trama della storia.

 

(Grazie a Robin Good da cui ho attinto l'infografica e il commento).

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Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand eBook: Robert Rose: Kindle Store

Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand - Kindle edition by Robert Rose. Download it once and read it on your Kindle device, PC, phones or tablets.
Randy Bauer's insight:

https://www.evernote.com/shard/s258/res/9720032d-e6cb-432a-98f8-ae428e26bc4d.jpg?resizeSmall&width=854

Managing Content Market by Robert Rose provides a great framework for your brands journey. This framework is intended to provide a stepped process of defining your brands content market strategy through the journey of inception to your brands final destination. The framework is inspired by Joseph Campbell's "The Hero With a Thousand Faces".

Managing Content Marketing inspires to look at our journey as business owners, entrepreneurs and writers that are developing a plan for our brand, pillar content and the journey that leads us through the evolution of our idea by storytelling.

There are 10 steps that Mr. Rose provides to help define your story. It is not always what we do, or how we do it that inspires those we seek to subscribe to our message, but rather, why we are doing it, and the journey of others, and ours, that exudes passion.

 

 

 

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Why Storytelling Is The Future of Marketing


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Katherine Anne's curator insight, October 7, 2013 5:48 PM

I think this video is very accurate. Today, we are bombarded by information about what we should buy, what we should do, etc. How much of this information do we actually retain? Barley nothing! For something to be retained, it has to be rememberable; what's rememberable? STORIES! The video explains stories are rememberable because they are meaningful. The Internet can so easily simplify information to market products, which ends up having so much information about so many different products all the time. If we take the time to explain a story behind a product when marketing it, I think it will be more profitable. STORIES are the new successful marketing strategy in this world filled with noise and information. 

Andrea Gilgenbach's curator insight, October 9, 2013 1:10 PM

Storytelling works because stories are memorable, impactful, and personal. This video also features statistics about why the combination of data and story produces the biggest effect.

Marco Gabrielli's curator insight, November 12, 2013 2:30 PM

Jennifer Aaker illustra in un video l'efficacia della narrazione nella comunicazione di marketing.

 

"... le storie sono significative, memorabili e incisive, e motivano le persone nel compiere un'azione ..."

 

a) I lettori memorizzano meglio il messaggio;

 

b) Ascoltano, si fidano e acquistano;

 

c) Vivono le emozioni e razionalizzano solo dopo.

 

La narrazione ritrova il suo originale ruolo di mercato, pilotando le conversazioni di business.

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To Select: The Unique Skill Content Curators Must Cultivate Like the Holy Grail

To Select: The Unique Skill Content Curators Must Cultivate Like the Holy Grail | Entrepreneurial Passion | Scoop.it

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Therese Torris's curator insight, September 18, 2013 6:03 AM

A bit of the same old story, but always good to be reminded

Prof. Hankell's curator insight, September 18, 2013 2:18 PM

Robin Good's insight:

 

Tom Webster illustrates clearly why content curation is not a backup solution for those looking for a content marketing strategy that saves them time and resources.

 

Content curation, according to Tom Webster, "is even harder--and rarer--than quality creative output".

 

and "...the ability to create value through curation is uncommon."

 

And the solution, notwithstanding what conferences and events may appear to suggest, is not simply in having new fancy tools. The real difference is in how me and you curate the content we select.

 

"And the learned skill (through pattern recognition) that both the content curator and the content docent must share is the ability to discriminate."

Humans can "discriminate" in much more subtle ways than computers can, and this ability, if refined, is going to become a very valuable asset in the near future.

 

This is why content curators as well as content "guides" (from museum docents) will play an increasingly important role to their audiences, especially when compared to those who are just passing on "interesting links".

 

He further writes: "It will be increasingly difficult, in this age of declining content arbitrage, to build an audience through curation—to get new people to gravitate to your content if you are just passing along other people's content.

 

But if you build an audience first—if you are known for something—then your curation has meaning."

 

The author also points to two excellent examples of content curation: John Gruber (Daring Fireball) and Chris Penn (christopherspenn.com).


A good reading for anyone interested in better understanding what content curation is all about.

Rightful. 8/10

Full article: http://brandsavant.com/brandsavant/curation

Sally Tilley's curator insight, September 18, 2013 5:56 PM

A timely reminder of how your friendly Teacher Librarian can hopefully give you a hand with sorting through resources and content available for you curriculum areas, thank you for sharing this :-)

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5 New eCommerce Lessons

Based on a blog post by Martin W. Smith. For full explanation of each point, visit his original post at http://scenttrail.blogspot.com/2013/06/5-new-ecommerce-l
Randy Bauer's insight:

A Great example of the Lean Content Movement applied to telling a Story in your eCommerce Store.

Mark Traphagen uses the Haiku Deck app to provide this story,

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