A brand is like the lead character of its own story. And like any story character, brands have values and beliefs that become associated with them through their actions. The challenge for marketers is to characterize their brands first before...
Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.
There are 2 ways of finding your persona:
Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.
What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.
Thanks Jim for putting together this very helpful infographic.
And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)
Revo comes from the Esperanto words for moving, singing and dreaming. In the experiment, you can follow a mysterious character through a beautiful and surreal world to encounter enchanting Cirque du Soleil performances and live an emotional journey made of love, doubts, hopes and dreams. Breaking with the tradition of point and click web browsing, you can navigate through this unique experience simply by gesturing in front of your device’s camera. This was made possible using the getUserMedia feature of WebRTC, a technology supported by modern browsers, that, with your permission, gives web pages access to your computer’s camera and microphone without installing any additional software.
In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.
Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!
Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.
My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.
It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true!
Read the article for the author's process, great tips, and a free downloadable book.
Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!
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