Why most marketing content rarely connects with...

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From us5.campaign-archive1.com (via @creashocker) - November 25, 2012 9:29 AM

"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

The Marriage of Data & Story How To -- Data Coaching - Audio+Slides | Just Story It | Scoop.it

From ceo.usc.edu - July 29, 2012 11:08 AM

Theresa Welbourne, CEO Research Professor, and Denise Avink of Northrop Grumman, spoke on October 27 on Data Coaching: A Cure for HR Data Analysis Paralysis?. They discussed ways to make HR data more relevant to the business and why data coaching is a must-have skill for HR, OD, and communications professionals as well as consultants and executive coaches. Theresa Welbourne shared the key aspects of data coaching and how it is being used by organizations who are adopting Fast HR practices to stay ahead of the competition.

Got data? Need to articulate its story? Then this article is for you!

Turning data into effective storytelling in order to create awareness, understanding, and action is a very tough job. But I am happy to say that processes and tools are emerging. Like the ones shared here!

This is a slide presentation along with an audio file of a webinar that focuses entirely on how to take big data and not only find its story, but share it as a story to generate meaning and action. It is a step-by-step process.

Hooray! I love the process and models shared here, along with how Northrum Grumman uses this process effectively.

Step one is gathering together the data. Step two is moving into dialog about it. Now here is where there might be a significant weakness. I did not listen to the 55+ minute audio file where the presenters might have explained this. But from what I can gather from the slides, dialog is mostly identified as focus groups.

Hmmmm -- seems more effort needs to be expended here in using Appreciative Inquiry to craft effective questions, evoke stories, and naturally spur action. So the model may need upgrading.

But if you have a bunch of data that you need to use to generate understanding and meaningful action, then this PPT can really help you.

And here is a link to a companion piece from Dr. Theresa M. Welbourne held a webinar entitled "Data Coaching is What's New."
She discussed data coaching as a must-have skill for HR, OD, and communications professionals as well as consultants and executive coaches. She shared the key aspects of data coaching and how it is being used by organizations who are adopting Fast HR practices to stay ahead of the competition.

http://ceo.usc.edu/news/webinar_data_coaching_a_cure_f.html

There is a wealth of material in both presentations that you won't want to miss and that will help you immensely.

Many thanks to colleague Lori Silverman for sending me the link and asking if I'd seen them yet.

Here is the link to the original article:

http://ceo.usc.edu/news/webinar_data_coaching.html

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

Just Story It

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

The Marriage of Data & Story How To -- Data Coaching - Audio+Slides