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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Robert Munsch's Storytelling Lessons for Content Marketers

Robert Munsch's Storytelling Lessons for Content Marketers | Public Relations & Social Media Insight | Scoop.it
Content marketers can learn about audience building & engagement from renowned author Robert Munsch. Improve your strategy with tips from a storytelling master!

Via Karen Dietz, Pedro Barbosa
Jeff Domansky's insight:

Pedro Barbosa and Karen Dietz shares storytelling insight sparked by the inspiration of children's writer Robert Munsch.

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Janine Lloyd's curator insight, February 5, 2013 12:24 AM

A must read about storytelling for Content Marketers

Laurence Roelants's curator insight, February 5, 2013 2:47 AM

Magnifique leçon qui nécessite une évolution des mentalités des marketers traditionnels: offrir de la valeur avant de penser à vendre quoi que ce soit ....et garder l'enthousiasme intact!

Two Pens's curator insight, February 5, 2013 12:00 PM

Munsch immersed himself in the world of his industry and audience. It takes more effort to do it but pays off in the long term because you understand the context and what people are interested in better.

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How to Weave a Story that Instantly Captivates Your Audience

How to Weave a Story that Instantly Captivates Your Audience | Public Relations & Social Media Insight | Scoop.it
Most writers neglect the power of a story to captivate their audience immediately ...

 

This is a quick article with several key messages. But the one that strikes me is that when crafting a story, the most interesting beginning that gets reader's hooked, is often found in the middle of the story.


So true! And I love the example he uses to demonstrate this tip.

 

Beginnings and endings of stories are always hard for those new to storytelling. Even veteran storytellers could benefit from the author's tip here.

 

Think about your stories -- do they need an upgrade by exploring their middles and finding a more compelling opening?

 

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


[An inspiring example of storytelling by Sean D'Souza]


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Brands: Stop Publishing Content on Facebook! - Integrated Storytelling

Brands: Stop Publishing Content on Facebook! - Integrated Storytelling | Public Relations & Social Media Insight | Scoop.it
No, this isn't another 'Facebook as a disappointment' story. It's about how we best use Facebook or, more broadly, our content marketing. With over 3.5 Billion pieces of content shared each week on Facebook, brands first impulse is to jump...

 

This article doesn't sound like it is about storytelling -- but it is.

 

What I like about it is the author's sage words of advice: quit publishing random content on Facebook (or any other social media platform) and start publishing content that tells an integrated story.

 

In other words, think of yourself as a curator, selecting only the best value-added content for your channels that reflects a consistent story about your business and what you offer. And stop the scatter-shot approach.

 

And don't worry if you are not sure what 'story' you need to tell consistently. You don't have to figure it all out now.  In truth, your 'editorial voice' will emerge over the first few weeks/months and get stronger/clearer as you go along.

 

So think deeply about the insights shared in this article, and about your business storytelling. Check and see if you need to shift your focus, eliminate any deadwood, and strength your 'story' so it is more consistent.

 

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


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Who Do You Want Your Customers to Become? A better biz story

Who Do You Want Your Customers to Become? A better biz story | Public Relations & Social Media Insight | Scoop.it
Right answers to wrong questions virtually guarantee failure. Innovators betting on "out of the box" thinking or "faster, better, cheaper" innovation paradigms for success all too frequently find themselves — and their customers — disappointed.

 

Hey folks -- this is a pivotal article about biz storytelling. Why??

 

Because it addresses the most neglected aspect of effective business storytelling -- the story about the future that you and your customers/clients are creating together.

 

What I love about this article is its twist -- the level of biz storytelling these days is mostly focused on how to authentically share stories about your products/services, people, or founding to capture the hearts and minds of propsects and build loyal customers. That is OK as far as it goes.

 

But there could be more. Way more.

 

Instead of asking, "What do our customers want [and how do I share a story about that]?" how about asking, "What do our customers want to become [and what is the story I can share about that]?" What a fundamentally different -- and better -- question!

 

Org story advice for crafting 'Future Stories' is typically "Write a newspaper article about your company 5 years from now & the awards you are receivng" or some such version of that. Not bad. But there could be more -- way more.

 

When we start asking ourselves the questions posed in this article, whole new worlds start opening up. 'Future stories' are really about the future we are creating together with our customers/clients -- it is the call to be part of something bigger than ourselves.

 

Go read this article -- quickly! You will be glad you did because it will get you to fundamentally shift how you think about and share about your business, and the stories you tell about it.

 

And if you need a really great example of a company doing this, then check out this latest Nike video. 

http://www.cbssports.com/olympics/blog/eye-on-olympics/19654085/video-nikes-new-olympics-ad-greatness-is-for-all-of-us ;

 

And if you want to review a written form of this, then check out my Manifesto on my website. The Manifesto is still a work in progress, but you will get the idea. http://www.juststoryit.com/FutureStory ;

 

Enjoy this short article -- its insights, questions, and a different kind of conversation we can have about business storytelling.

 

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


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How to Become a Content Marketing Hero by Emulating Apple and Subway

How to Become a Content Marketing Hero by Emulating Apple and Subway | Public Relations & Social Media Insight | Scoop.it

As we saw last time, your startup becomes a hero by making your customers and clients the main hero. And rather than starting with trying to sell our ultimate products or services, we attract and mentor our prospects with content first.

 

If you are going to use the hero model in your biz storytelling, then you are going to want to read this article (I say that because there are other story models available).

 

I really like the examples and videos this author uses to illustrate his points -- they are very powerful. 

 

And I think the chart is brilliant. He also explains the structure for creating a hero story -- and focuses on the hero being your CUSTOMER, not you.

 

That is sometimes hard to get your head wrapped around, which is another reason why I like the examples & videos he chose. You will really experience the difference.

 

So go grab these insights and happy storytelling!

 

This review was 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 14, 2012 2:39 PM
Many many thanks! You have made my day/weekend! :))
VIDEOWORLD's comment, June 14, 2012 2:50 PM
And you made mine also, it energized me beyond the normal "like it" my whole breakfast with my son was talking enthusiastically about the article , because the "Hero Journey" although a cliché has to be interiorized to apply it firmly and softly, and yor curation and the article are real examples of the long journey we have to achieve , more in the tradition of the Dao (wu wei) it has to apperar natural and effortless (although we know there is a lot of effort in achieving it)
Karen Dietz's comment, June 14, 2012 3:08 PM
You are so right Jose (I hope I have your name correct -- please illuminate me if not)! It takes work, effort and patience and to really be effective at this, must be internalized. I think the mono-myth of the hero does us a dis-service in many ways because it is not the only way to operate in the world. Yet I appreciated this article because it does such a good job of shifting the focus away from our own hero stories to those of our customers -- which will create much deeper relationships and meaning for us, them, and those hearing the stories. I'm glad it sparked such a fruitful conversation between you and your son!
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Seven tips in digital storytelling from the New York Times and CNN

Seven tips in digital storytelling from the New York Times and CNN | Public Relations & Social Media Insight | Scoop.it

"We are in a golden age of storytelling" was the message shared by the New York Times's assistant managing editor Jim Roberts early on in a session at the News World Summit today named 'Obituary: The death of the traditional news story".

 

This article is slanted toward journalists. But think about it -- if you are using content, or creating content in your business to drive sales, then in many ways you are being a journalist. Especially if you attend conferences or events and report on those later to your customers/community.

 

So these 7 tips are pretty interesting and I bet you can incorporate many of them as your develop and promote your content. Like, 'avoid the 900-word valueless story' and 'incorporate live feeds' into your content. Hmmm -- that's an intesting one to get your head wrapped around. But that could be a lot of fun to do, especially at conferences or events.

 

So check these tips out. They are not your typical 'digital storytelling tips' that are a dime-a-dozen on the web. And I hope you get some good ideas!

 

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


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Giuseppe Mauriello's comment, June 1, 2012 1:14 AM
Hi Karen,
thank you so much for appreciation about my suggestion.
Karen Dietz's comment, June 1, 2012 5:49 PM
You are the best Giuseppe! Thank you for thinking of me :)
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What kinds of local stories drive engagement? The results of an NPR Facebook experiment

What kinds of local stories drive engagement? The results of an NPR Facebook experiment | Public Relations & Social Media Insight | Scoop.it
Not every story has the same capacity to connect with an audience on social media. Enter the land of Topical Buzzers, Curiosity Stimulators, and Feel-Good Smilers.

Via Karen Dietz
Jeff Domansky's insight:

Karen Dietz shares in excellent analysis and the NPR experiment is well worth reading.

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Karen Dietz's curator insight, December 14, 2012 5:27 PM

If part of your branding is connected to your local place, then are there additional kinds of stories you should be adding to your biz story mix?


Absoslutely! And here's the list based on an National Public Radio Facebook experiment. 


Now this may not be the most sophisticated research ever conducted, but frankly, we need all the help we can get generating ideas for stories for blogs, articles, presentations, and the like. So I'll take ideas where I can get them!


And before we go much further, let's ask this question: who wouldn't benefit from stories about your local geographic area into the mix???


My answer? no one. That means everyone could benefit from this post!


So can you add stories that explain more about your 'place'? How about 'curiosity stimulators' regarding your location? Or 'topical buzzers'?


There are 9 types of stories explained here in this article and I know you will get ideas from reading it.


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

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10 Reasons Why Your Content Doesn't Attract Links -- Story Elements

10 Reasons Why Your Content Doesn't Attract Links -- Story Elements | Public Relations & Social Media Insight | Scoop.it
So we have all heard time and time again, "to attract links you need to build great content". But very few actually talk about what good content looks like. That's because good content can come in many different forms.

 

Here's an article by Joe Hall that very clearly explains why content on a website gets ignored. And they are all story principles!

 

Keep this list handy and make sure when you are creating content -- any kind of content whether it be a blog post or a brochure -- that you include a well written title, has a unique voice, contrast, a focused key message, etc.

 

Read the article for more!

 

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


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Offline Storytelling for Online Scanners -- How to share stories on the Internet

Offline Storytelling for Online Scanners -- How to share stories on the Internet | Public Relations & Social Media Insight | Scoop.it

Are you a headlines person? You know, the kind who reads the first few chapters of business books on Google and then move onto the next? Are you probably going to scan through this post for bolded phrases and numbered lists and then retweet it before really digging into the details?

 

What an interesting take on sharing stories on the Internet! I just love this new twist, and the ideas shared here for creating content. And with valuable points to take to heart.

 

The premis of this article is that many people will simply scan the content you create for your blog, website, social media posts, etc. Yet storytelling requires reading, not scanning.

 

So what's a person to do? Follow the advice here! Make your stories scannable, also. Seems like an oxymoron and there are times when it might not work. But then there will be times when you can follow the advice here and still have your stories be effective.

 

How do you do that? This author suggests saying the same things lots of times but in different ways, and using visual shortcuts.

 

Read the article to understand her points and think about what you might want to do.

 

Then share with me what your next steps are. I'd love to hear them!

 

Link to original article: 

http://www.bigspaceship.com/2012/07/offline-storytelling-for-online-scanners/ ;

 

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


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How To Make Your Message Stick Infographic

How To Make Your Message Stick Infographic | Public Relations & Social Media Insight | Scoop.it
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.


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Content as Conversation | Using Stories & Story Elements

Content as Conversation | Using Stories & Story Elements | Public Relations & Social Media Insight | Scoop.it

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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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Public Relations & Social Media Insight | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


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