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Content as Conversation | Using Stories & Story Elements

Content as Conversation | Using Stories & Story Elements | Just Story It | Scoop.it
From uxmag.com - June 6, 2012 9:37 AM

Every use of your website is a conversation started by a site visitor. Think about it: why do people come to your site or app?


If you read my review and article on this same page ("Forget About Content Management...") about moving away from content management systems to developing audience development systems, then this article explains more about how to do that. Yeah!


I really like the specific examples and concrete steps laid out in this post. It all makes sense to me!


Once again, while never mentioning storytelling per se, the article is all about using stories and story elements to generate conversations and engagement with customers/prospects. Like: converse with personal prounouns, invoke action using verbs, and write visually. Sounds like storytelling to me.


So go grab this article and its tips so you can continue developing audiences and engagement to build business success.


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

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Karen Dietz's comment, June 6, 2012 5:26 PM
Thanks Jeff! Have fun today :)
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The Arc of Storytelling by Bobette Buster

The Arc of Storytelling by Bobette Buster | Just Story It | Scoop.it
From www.qideas.org - October 4, 2011 4:31 PM

Run, don't walk to watch this incredibly inspiring video about what we are all searching for in our storytelling.

 

Even though Bobette Buster is speaking about the entertainment industry, her words are incredibly important to anyone who is crafting and sharing their business stories.

 

Bobette talks about the most powerful stories (and this applies to our biz stories) being ones showing transformation, becoming fully alive, and offering hope. When we think about stories in marketing/branding we often forget these fundamentals.  The majority of 'business story' videos I watch these days totally miss these themes and end up being more like digital brochures than real compelling stories that build a growing cadre of loyal customers.

 

But think about this for businesses:  a founding story of an organization is often about being faced with a challenge and overcoming it -- that is showing transformation and offering hope to others.

 

Business stories about people (customers/staff) and the obstacles they've overcome + the results produced offer the same messages.

 

I could go on and on.  It's better to just watch the 15 minute video. Bobette talked 2 years ago at the Storytelling in Organization's Special Interest Group (SIO SIG) and was masterful.  The book "The Uses of Enchantment" she cites was a textbook in my PhD program.  I'm currently reading "Inside Story: The Power of the Transformative Arc" and it dovetails nicely with Bobette's talk.  I hope you get inspired and lots of ideas by watching this.

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