In a previous post, I presented the benefits of building a narrative organization—that is, an organization that continually elicits and shares stories.
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Scooped by Karen Dietz onto Just Story It |
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"I learned that no single story – or any piece of content marketing – works across the board, even for a select group of 400 sales people – let alone a market segment of 10,000 potential customers."
Karen Dietz's insight:
Author Tim Keelan of StoryQuest writes a great article here about ways for ANY business to think about its storytelling. Namely, that stories are universal, but no story is universal. That means creating really targeted stories. Keelan has lots of insights to share with us about this truism, and ways to get it done. If you want to be a sharper storyteller -- one who is able to grow their business through sharing stories -- then you will want to read this article and follow Keelan's advice! This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it Delete the scoop?
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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
Karen Dietz's insight:
I think this article is a bit disjointed and confusing, but I scooped it anyway because of 2 pieces:
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 Delete the scoop?
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Content - As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...
Karen Dietz's insight:
This is quite a meaty article on ways B2B -- or any organization -- can capitalize on visual storytelling. There are lots of ideas and examples here to get you started. And great advice, too. The SlideShare doc has good next steps to implement. And for the next 90 days, the entire presenation from the conference that generated this article is available free online. The stats that are shared I've seen around a lot, and curated an article on the chart in this article when it first came out a few months ago. But the data is still valid! I love the tip: show how your product lives in the world. Don't just show the product or service -- show it in action, with real live people. There is a lot more here and tons of links to click through for more info. Have fun exploring and getting your visual storytelling together or upgraded. This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it Delete the scoop?
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Content marketing is moving up the chain in importance for marketers, and that holds especially true for those in the B2B space.
Karen Dietz's insight:
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:
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 Delete the scoop?
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