Did you know that 90% of all organizations use content in their marketing efforts?
Although the phrase "content marketing" is something of a buzzword amongst today's promotional teams, the reality is that this inbound marketing practice is both remarkably widespread and effective. To learn more about what content marketing is, how it can benefit your organization and how to get started using this technique to promote your company, check out the following infographic from Demand Metric "A Guide to Marketing Genius: Content Marketing".
What a powerful infographic! If ever there were useful stats on how stories can generate results, this is it.
But you say, "This is about content." Yes -- and what makes compelling content that generates results? Stories!!
So think of this infographic as the handy data you need that demonstrates why 'content' and 'content marketing' is so critical these days.
It's a shame the inforgraphic left out stories when illustrating what goes into content. Well, just imagine this as part of the diagram and it will paint a complete picture for you.
The take away here? 1 -- share lots of content to increase your leads and grow your business. 2 -- make sure that content is all about sharing stories, regardless of the medium or format. This is your ticket to success!
What a great article! It is really focused on 6 steps that create the conditions for your ideas to spread.
And guess what -- storytelling and/or story triggers play a key role.
This post, written by Marina Krakovsky, talks about the new book by Jonah Berger called Contagious: Why Things Catch On.
Berger points out that Malcolm Gladwell in his book the Tipping Point is only half right; and that Chip Heath, author of Made To Stick really is only focusing on memorability. Both authors make incredibly valuable points and share valid insights.
But Berger focuses on what makes messages get passed along to others. His 6 elements are STEPPS: Social currency, Triggers, Emotion, Public, Practical value, and Stories.
I love the point he makes about stories and emotions. Just because your story contains emotions does not mean it will get passed on. "We'll remember the story because it's sad," Berger explains, "but we’re not going to share it."
Will reading Berger's book and applying his STEPPS make you rich and famous? Maybe not. As he says, "But will applying them make it more likely that 10 people will hear about it rather than 9, or that your sales will increase by 20 or 40%? Certainly.”
There's a lot more to this article, so go read it.
Thank you Marina for writing such a great review. And I look forward to reading Berger's book.
Content marketers can learn about audience building & engagement from renowned author Robert Munsch. Improve your strategy with tips from a storytelling master!
Karen Dietz's insight:
When finessing your biz stories and creating content using stories, I love what both the author of the aritcle, Miranda Miller, and Robert Munsch say: "Let your audience love you first."
In other words, don't try to influence anyone to do anything until you have established a relationship and given something of value with your audience firstwithout expectation of an immeditate economic transaction.
A story can be a gift. So can other things. And the author provides some ideas here.
Overall, this is a nice piece with good reminders, and I really like the insights on ways to connect with your audience in order to build your business.
You know it, I know it, and even if you're as cynical as I am about shiny marketing fads, you probably realize that our lives ultimately revolve around stor
Karen Dietz's insight:
This article goes hand-in-hand with another post I curated a few days about about sequencing content.
The author here, Georgina Laidlaw, talks about creating long-term story arcs for your content.
Yes! Great idea! Basically, Laidlaw talks about how a story arc works, and then how to generate content along a story arc over a period of time. Think a long period of time.
She also gives plenty of examples and links to other articles. So there are lots of resources here to dig into.
Laidlaw also mentions how to leverage this kind of content with cross-promotion and spin-offs -- which is different from sequencing stories. Between the two articles I've curated there is lots of food for thought.
As we all get ready for 2013, planning your content around long-term story arcs, along with sequencing your stories will help drive engagement.
I love this piece! Thank you fellow curator Jeff Domansky @PR Coach for finding and sharing this.
Why do I like it so much? Because even with biz stories we often get too wordy, complicated, and detailed.
So this article is a reminder to Keep It Simple Sweetie (KISS). Here's what the author, Jim Hoffman says at the end of the article: "There is an elegance in simplicity. Simplicity does not mean removing features, benefits, or services from your product. It means distilling what's most important about those features, and explaining them in the fewest words possible. Go ahead, write yours down, and get busy crossing things out."
That's the essence of great biz storytelling -- finding your key message / most pimportant point that is short, sweet and to the the point. Once you have your key message, extraneous details fall away and you are left with a crisp elegant story.
Storycode is a non-profit community hub for independent cross-platform storytellers and an incubator for their projects. We are proud to host a community of creators who share their projects in great detail. Our creators share both successes and missteps in their process with a candor that members find invaluable. StoryCode documents these process-driven presentations, serving as a repository of cross-media project case studies.
Oh, no -- what a missed opportunity! And full of irony, to boot!!
When I stumbled on this page by Storycode (an organization devoted to immersive storytelling) and their page of case studies I thought, "Oh goody! Cool stories about cool story projects!"
Then I read the case studies and was so disappointed. I had to keep drinking my coffee to stay awake while plowing through the descriptions -- not stories! -- of these amazing interactive story projects. Hence the irony.
I was sooooooo disappointed! What's the take-away here?
Well first, go check out the videos of these really interesting/fun interactive storytelling projects. Think about ways you can use these ideas and tools in your biz storytelling. And hang out with their community.
Second, please please please don't get stuck thinking there's a model for case studies to follow that is as boring as these.
Third, write storied case studies that share experiences and engage the reader. Or don't use case studies at all and just tell the story about the project. There is nothing sacred about case studies.
Storycode is doing great work out there in the world. If you want to hang out with a community devoted to immersive interactive storytelling, then check them out.
Stories and the art of storytelling play a major role in content marketing today. Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that endear new fans and motivate advocates. In case you need even more reason to learn to weave an effective narrative throughout your marketing efforts, here are seven reasons storytelling is important for branded content.
Thanks to fellow curator Giuseppe Mauriello for sending me this! It's perfect for a mid-week pick-me-up.
This post is quick and easy to digest -- because you can get all the messages by viewing the photos. What a great example of using visuals in a blog post to create easy to scan, more compelling and enjoyable content.
A great infographic about how to make your message stick. This is perfect for any budding social entrepreneurs trying to figure out how to convey their ideas to potential funders, partners, employees,...
LOVE this infographic! It's all about using storytelling and story elements to make your content stick. The infographic makes perfect sense, is easy to read and understand, and is right on!
Keep this one handy and refer to it often :)) I know I will be using it in my classes and workshops.
Business blogging strategy: How to create blog content that increases sales. Learn how to teach with story and sell with subtleness.
Love that line..."Learn how to teach with story and sell with subtleness."
Yes! And that is only one of the 4 points discussed here. The rest are all about story also. And each of the 4 points contains really good examples.
I know you will enjoy this discussion. If you are already leveraging these 4 points in your content -- hooray!
If you are not -- then figure it out quick and make some shifts.
Either way, you will be more successful.
And are you noticing this week that the curated articles this week all dove-tail together? And they are all from different sources. And they are all basically saying the same thing. Truly success and story go hand-in-hand.
What makes content go viral? Learn the 5 key traits shared by the Web's most popular content.
And it is all about stories and using storytelling elements.
If you create content for consumption and use the web for visibility, credibility, reach, and influence, then this is a must-read article.
Surely it contains the secrets of the business universe!
Of course I'm thrilled that stories are touted as essential for content to be effective and for it to go viral. But I also really like that the author lists story elements here too. Like "simplicity", "unexpectedness", and "emotions".
Even better, the author Chris Tynski, digs into what kinds of emotions go viral and puts it together for us in a nice chart.
There are other important tips here too that are not story related that you need to know about in order to be successful. So it is a very well-rounded and useful piece.
And I also like the examples he shares. In the end, your chances of success will be greater. As Chris shares with us in conclusion: "Crafting viral content is part formula, part intuition, and part luck, but by breaking down successes as you discover them, you will become increasingly more intuitive about what will and what won’t resonate with readers."
When faced with creating a conversion-focused SEO landing page, what should our copy focus on?
Karen Dietz's insight:
I read this article and immediately thought "Wow! This is helpful for knowing how to focus stories in the sales process!"
It is written using the lens of crafting landing pages and converting readers. But don't let that stop you! The chart works for any kind of marketing/sales activity.
The less an audience knows about your product or service, says the author Brian Massey, the more you need to use stories to create awareness. Massey suggests that the more your audience knows you, the focus shifts to product and price info -- and stories are less essential.
Well, OK -- to a point. When focused solely on conversion or making the sale, I'll agree. But if you subscribe to relationship marketing -- that's connecting with prospects and turning them into loyal customers by building a long-term relationship with them (for ongoing sales), then keep telling stories all the way along the relationship matrix.
For example, in this chart when people are Most Aware of your product/service, then the stories you share are all about your customers. Product and price messages will only go so far. Share stories about your customers using your product/service and how their lives are different as a result.
For us biz storytellers, use the chart by adding 'stories' before each category along the bottom of the line:
Stories about product & price -- and customers
Stories about discoutns & deals -- and customers
Stories about claims and proof
Storis about benefits and anxieties
I hope this article gives you both ideas, and greater confidence how to focus your biz storytelling in the sales and conversion process!
Hey folks -- these tools are not specifically about storytelling, but they can be used to help you share your brand.
Quotes are very popular and many businesses use them to connect with customers and prospects. These are 3 fun tools to turn quotes into more visually appealing pieces; it's a slice of visual storytelling.
I've played with trying to make quotes more interesting on my own using the computer programs I have available now. And it takes waaaaaayyyy tooooo much time -- plus I'm not happy with the results. So I've stopped doing that. Until now!
Here are 3 ways I thought of for myself to tell the Just Story It 'story' using these tools:
I like to use quotes at the end of my presentations. Now I can jazz up those quotes and make them more visually memorable.
I can take storytelling quotes, use these tools to make them look really cool, then share them on my website, Pinterest, Instagram, Facebook, etc. That will be fun!
Share my quotes in fun ways in my email newsletters.
Who know what other ideas I'll come up with? Now I have the tools, I'll be able to play with quotes in simple and less time-consuming ways. Yeah!
Here's hoping you have just as much fun :) The links are:
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.
PowerPoint presentations might the killer content you're looking for if you're looking to reach busy professionals and executives online.
Karen Dietz's insight:
Ah ha! Here's another article advocating using PowerPoint for marketing. And of course, for sharing your stories.
But of course, you've got to craft the PPT right in order for a compelling story to be told. Search under 'PowerPoint' here in this curation to get the best articles I've found on creating "wow" PPT presentations and stories.
This article makes some great points. Make life easy for yourself -- go for a PPT instead of the time and expense of a video. Particularly if time is short and you don't have money to burn.
"What good is having a content marketing plan if it doesn't create leads and sales for you?"
What a good read this article is! It is not that long, yet it is packed with good insights about creating content for your website, ebooks, product/service descriptions, newsletters, etc. that is all based in storytelling.
One of my favorite tips from this author, Jeff Molander, is the one about creating content that generates a response. That's different from simply broadcasting a message. The author also talks about how to share customer experiences, and gives an example of creating content that creates confidence in your reader -- which generates more sales.
Enjoy this piece -- the author's points make perfect sense!
Oh, and don't forget to read the comments below the article -- lots of good lessons and discussion there!
As focused as we all are on conversions and purchases, we are not all capitalizing on the opportunity to attract and engage with our customer at every point in the buying cycle, and as a result, customers can slip away.
I love the maps in this article!! They are very helpful to know and understand how the stories companies are creating and sharing need to play out across the sales cycle in order for businesses to grow.
The author A. Hall also makes the point to tell the story first, then choose your platforms. Too often we get caught up in the glamour of the technology instead of crafting a really good compelling story. But that is backwards.
Then the B2B Content Mapping diagram will help you sort out the next steps.
With business stories, it is sometimes hard to know, once you have your stories, how to proceed effectively to build fans, followers, and sales.
In high school English, I was taught there are only three stories in this world: Man vs. Nature, Man vs. Man and Man vs. Self. That's it. Three plot lines that explain every tale in the world, fictitious and real.
This book looks like a winner because it has identified long-standing success principles that are still valid today. And then give the reader focused steps (so they promise) for making their content creation really work to attract new customers.
As the authors Muahmmad Yasin and Ryan Brock say, "Sure, social media is a new tool–its form is new. But the content is as old as the hills, using marketing principles that stretch back to the time of Cesar Augustus, one of the canniest propagandists who ever lived."
This does not mean there is nothing new to write. But the authors suggest we need to focus more on content creative qualitythan the sheer numbers of quantity in order to stand out.
Sign up to receive notice of when the e-book comes out -- which is shortly I hope!
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve.
Here is a quick SlideShare piece that does a nice job explaining how businesses (small and large) need to take advantage of sharing their business stories across platforms for maximum impact.
What I like are the visuals that quickly convey the different 'screens' (computer, cell phone, etc.) for sharing stories, how to think about them, and then how to start taking action.
Truly, it is a complex marketing world we face out there these days and we can use all the insights we can find. I hope these slides bring an insight or two for how you can continue moving forward and use your stories more effectively.