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I want to tell you a story: Narrative and content strategy

I want to tell you a story: Narrative and content strategy | Story and Narrative | Scoop.it

Thinking about content strategy as a narrative process helps you to take a step back, look at your ideas in broader context and form the bigger picture. Here’s an example from personal experience.

 

I’m currently working on a project which requires a lot of management and foresight. Yesterday a colleague and I were working through some content and we decided one way to tackle it would be to ‘storyboard’ it – instead of relying on multiple Google documents.

 

So we printed them all off, got some Blu-Tack and sellotape out of the cupboard and stuck them all up on the office walls. As another colleague pointed out, we did temporarily transform one corner of the office into what resembled the incident room on The Bill, but here we were mapping a narrative, a ‘content journey’ if you will, and our story was born.

 

This process allowed us to take a ‘big picture’ view of what we were doing. Instead of micro-focusing on specific elements, we storyboarded our project and had a much clearer view of what we were doing.

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7 Essential Tips for Better Storytelling

7 Essential Tips for Better Storytelling | Story and Narrative | Scoop.it
The best storytellers lead the tribe.

The best stories are short.

The best stories are memorable.

The best stories are actionable.

239 Years Ago

There was a story ready to be told. It was short, it was powerful. It was worth fighting for.
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What the hell is a chief storyteller anyway?

While my title question may seem to answer itself (it’s a person who tells stories, obviously), I thought I’d explore what a chief storyteller really does and why some of the most successful businesses on the planet are employing them. 

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Why Your Organization's Problems Need a Story

Why Your Organization's Problems Need a Story | Story and Narrative | Scoop.it
Leaders are always seeking new ways of solving problems, addressing challenges, achieving objectives. I wondered what would be the guidance I could give to any new leader for discovering the possibilities for the resolution of the challenge?

Then I realized: it was to frame challenges as stories.
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Storytelling On Social Media For Increased Sales

Storytelling On Social Media For Increased Sales | Story and Narrative | Scoop.it
Creative storytelling is important in an effective direct response marketing campaign. If you're doing a direct mail piece, you want to lead with a conversational opening piece, move gently into a heart-grabbing story, tie-in some proof with more stories, benefits and things that motivate people to buy, and then you close with a call to action and the direct response you want the prospective client to take.
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We Like People and Stories | Writelife

We Like People and Stories | Writelife | Story and Narrative | Scoop.it
No one is looking for content. Most people are looking for people and ideas. They’re looking for stories and stories come in a wide range of forms: video, pictures, words and sound.

Content is not king. It’s the rabble. It’s us. And we’re not interested in content.

We like people and stories.
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The Art of Storytelling in a Digital Age - Jeffbullas's Blog

The Art of Storytelling in a Digital Age - Jeffbullas's Blog | Story and Narrative | Scoop.it
Stories are in our make-up.
They help us interpret meaning, connect with people across generations, and articulate really complex stuff in easily digestible snippets.
The advertising & media industries are built on their ability to tell compelling stories.
Stories of love, stories of hate, and stories of redemption.
Your ability to tell a compelling story was the differentiating factor for the Mad Men era of agencies.
Brands would pay big bucks for a story that would influence their audience into making a purchase.
Mass media provided a captive audience for these stories, with eyeballs and the associated hearts & minds of a generation unburdened by the internet.
We were living in a world of dreams – where our aspirations of wealth, health, acceptance and excitement were fuelled by the promises of advertising creative and PR spin conceived in agency boardrooms; and those with the desire & means to pay for it.
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The Key to story structure in two words: Therefore & But

The Key to story structure in two words: Therefore & But | Story and Narrative | Scoop.it
There are a ton of storytelling-related books and websites in the cosmos. And there is no shortage of people giving story advice and tips. Much of the advice is helpful, but the enormous volume of information related to writing or telling better stories can be overwhelming. Therefore, when someone credible comes along who offers free, insanely simple yet effective advice for improving one's story, he will find a very large audience indeed. This is exactly what happened just a few years ago, all quite by accident it would seem.
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Creating Great Content Is Fun And Easy!

Creating Great Content Is Fun And Easy! | Story and Narrative | Scoop.it
Sure, you're competing with every entertainment and sports and news and cultural producer on the planet for peoples' attention. But all they have is beautiful, famous, talented stars, and amazing athletes, and worldwide news. You have something they don't have -- BRAND STORIES!

Make people totally fascinated with your brand by creating powerful brand stories! Soon, they'll want to have a brand relationship, and understand how your brand aligns with their lives, and how they can co-create with it, and share brand values. You'll have a global community of brand ambassadors creating a movement around your awesome brand.

Here's the key: STORYTELLING!
Gregg Morris's insight:

Every brand marketer/storyteller should pin this above their desk and read it daily!

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7 Basic Plots of Content Marketing: Voyage and Return

7 Basic Plots of Content Marketing: Voyage and Return | Story and Narrative | Scoop.it
Voyage and Return is a difficult story framework to tell a customer’s story because your customer shouldn’t be returning home empty-handed after an experience with you. Conversely, Voyage and Return is framework you can use to tell their stories for dealing with a competitor. Your customer goes out to satiate their hunger, has to deal with bad food or poor service at a competitor, and returns home wiser, yet still hungry.
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7 Basic Plots of Content Marketing: Rags to Riches

7 Basic Plots of Content Marketing: Rags to Riches | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the second of these 7 from a content marketing perspective: Rags to Riches.

If you’ve seen Cinderella, Pretty Woman, or other similar archetype stories, you know how it goes. Poor hero faces incredible challenges, gains something, loses it, and gains it back after becoming a better person or overcoming a situation.
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Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Story and Narrative | Scoop.it
Don’t miss tomorrow’s Proactive Report interview with David Berkowitz, AdAge columnist and CMO of MRY.

Here’s a sneak peek – I’ll be asking him questions about storytelling and why brands should rather be doing what he calls story making with customers.
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Why Stories Work for Business

Why Stories Work for Business | Story and Narrative | Scoop.it
Stories work for business because we [the audience] identify with brands. We see ourselves living the lives in these brands’ stories. Therefore, we begin telling stories too. Stories like my New York #missadventure.

Brands need to become media companies.

I recently attended a storytelling seminar with screenwriter, Robert McKee and one of the points he made speaks to this. Companies need to understand that in order to create loyal brand advocates they have to become media companies.
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The Power of Storytelling in Social Media Marketing

The Power of Storytelling in Social Media Marketing | Story and Narrative | Scoop.it
In advertising marketers interrupt the story people want to see with brand promotions that pay for it. Yet, in social media marketers must create the content people want to see. Brands must interest the audience themselves by telling a good brand story. But what makes a good story?

To research the power of story my colleague Michael Coolsen and I analyzed two years of Super Bowl commercials - the one time people choose to watch advertisements for the enjoyment of the ads themselves. We wanted to know which ads were the most liked, the ones that drew interest with buzz and votes to finish in the top of the advertising ratings polls.
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Introducing the Business of Story: Why Story? Why Now?

Introducing the Business of Story: Why Story? Why Now? | Story and Narrative | Scoop.it
Park Howell, the founder of ad agency Park & Co. and author and entrepreneur, is joined by guest and long time friend Jay Baer to launch the new Business of Story podcast. This inaugural episode helps listeners discover the backstory of why the show was created, why storytelling matters, and how to structure a narrative to “communicate and connect” with your community.
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Stories Are for Eternity

Stories are for those late hours in the night when you can't remember how you got from where you w...
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Feeling The Story

Feeling The Story | Story and Narrative | Scoop.it
The key to understanding why stories are this powerful tool comes from look at the way humans developed emotion.
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Daring Fireball: Brent Simmons Resigns From Q Branch

Gregg Morris's insight:

This has nothing to do with storytelling but I have beed a fan boy of both for years. What an extraordinary attitude on Gruber's part. Can you imagine how wonderful life in corporate America would be if it were infused with this attitude (and Simmons too!).

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Does your strategy tell a story?

Does your strategy tell a story? | Story and Narrative | Scoop.it
Here’s a simple trick to determine if your strategy is coherent. If you cannot tell a story with a beginning, middle, and end, you do not have a strategy. 

Think about the plans listed above. They’re stories.

A blueprint for a new building is a story of stories, of what the building will look like and how people will use it.
A menu is a story of a logical progression through a curated collection of tastes and experiences.
A map is a story of how you’ll traverse the land.
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Steve Seager's curator insight, Today, 5:31 PM

Short, sweet and very very true.

Steve Seager's curator insight, Today, 5:32 PM

Short, sweet and true. 

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A Crash Course in Narrative Podcasting (And Why You Should Create Them)

A Crash Course in Narrative Podcasting (And Why You Should Create Them) | Story and Narrative | Scoop.it
Narrative podcasts are story-driven shows, as opposed to interviews or game-show-like recordings. They rely on heavy editing to splice together the right story, pulling from interviews and other recordings, sounds, and music. Many feature a host who narrates the story, almost as if everything else happened in the past.
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What Makes Telling a Personal Story Valuable?

What Makes Telling a Personal Story Valuable? | Story and Narrative | Scoop.it
Stories without a turning point are just anecdotes. Peter Aguero, The Moth's StorySLAM host says:

“I’ve seen people tell stories about things that are really difficult for them. And you know, when they are telling the story, they are a little bit taller. They don’t have that stuff weighing down on them as deeply.” This isn’t easy, Aguero admits, but it is vital. “We’re all a product of every experience we’ve had, and some of it is good, and some of it is trauma, and some of it is really terrible. And you know, if you don’t deal with it — if you don’t confront it, you’ll never get over it, and parts of it will own your life moving forward.”

Storytelling isn’t therapy, he says. “But it is very therapeutic.”
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John Capecci's curator insight, May 26, 10:09 PM

Personally, I think the anecdote is much maligned. Sometimes a quiet moment of reflection has educational and emotional power.

 

His point about knowing the "turning point," however, is a good one. We call it "naming the change."

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Make Your Stories Come Alive

Make Your Stories Come Alive | Story and Narrative | Scoop.it
Empathy for your audience and compassion for yourself as you tell your stories build the bridge to connection (Diego Garcia conveys connection in Inside my Heart.)
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Jeni Mawter's curator insight, May 7, 9:24 PM

Tips for writers for children and young adults. Gatekeeper appeal :)

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7 Basic Plots of Content Marketing: The Quest

7 Basic Plots of Content Marketing: The Quest | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the third of these 7 from a content marketing perspective: The Quest.
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The 7 Basic Plots of Content Marketing, Part 1

The 7 Basic Plots of Content Marketing, Part 1 | Story and Narrative | Scoop.it
Back in 2004, Christopher Booker took a series of concepts from Carl Jung’s archetypes, Joseph Campbell’s hero’s journey, and Arthur Quiller’s conflicts and rendered them down to 7 core plot types. These plots are eternal and form the basic fabric of virtually all our stories.

 

"The logical question is, do these story archetypes translate well to the stories we tell in business? The answer is a resounding yes. In fact, the 7 basic plots are a great set of guidelines to understand whether you’re telling a coherent story at all."

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Engaging and Persuading People Through Storytelling

Engaging and Persuading People Through Storytelling | Story and Narrative | Scoop.it
Storytelling is so powerful that it’s been around for over 40,000 years. So how can you use storytelling to engage and persuade your website visitors?
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Anna Font Massagué's curator insight, April 28, 7:53 AM

He trobat aquest contingut fent clic en el botó amb tres ratlletes al costat del cercador de Scoop.it. Un cop se m'ha desplegat un ventall de diferents temes, he seleccionat el següent: ''Storytelling''. I després, he anat cercant el contingut més interessant fins que he trobat aquest, que ha estat curat per l'usuari ''Gregg Morris'', dins de ''Story and Narrative''.

 

Aquest article està extret d'un lloc web sobre màrketing i ''social media''. Ens explica com enganxar i persuadir el públic explicant una història. En primer lloc, diu que la manera més efectiva de recordar un contingut és en forma d'història. I amb un una imatge (esquema-dibuix), ens explica tot el procés cerebral que té lloc a l'hora d'assimilar una narrativa. És una manera de transmetre el contingut molt visual i dinàmica, a causa dels dibuixos i els colors.

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Technology Is Short, But Story Is Long

Technology Is Short, But Story Is Long | Story and Narrative | Scoop.it
I have two questions for you:

What comes to mind when I say "Shakespeare?"

What comes to mind when I mention the "water wheel?"

Both were born in the 16th century. Both advanced Elizabethan culture in profound ways. One wrote "Romeo & Juliet."

That's the difference between platform and art.

Technology and story.

Technology can bring you stuff (like water and Facebook posts). Story can change your idea of the stuff you want brought to you.
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donhornsby's curator insight, April 14, 8:50 AM

(From the article): In fact, most of us (as marketers and as consumers) judge a platform by how well it performs 3 key functions: delivering stories we desire; when and where we desire them; in the form that's easiest to enjoy and share.

 

As Shakespeare liked to say, "The play's the thing!"

 

He never said, "The stage (or the platform) is the thing!"

 

That's why today's major technology and social media enterprises – Apple and Amazon and Facebook and Google – are in the throes of a hiring frenzy. Not just for developers and coders, but for art directors and writers and strategists and storytellers.

 

That's why Facebook, the behemoth that once cajoled marketers into adopting "more useful metrics" such as "likes" and "engagement," has unapologetically tossed its old playbook.

Patricia Stitson's curator insight, April 14, 12:37 PM

I agree but:

 

Will there come an age where a technology will become so integrated into the fabric of our collective story that it DOES not fade away... but rather like cultural stories or some religions, learns how to adapt to the changing framework of its own self?

 

The authors overall point is indisputable, story is at the heart of literally everything today, but I would counter that his argument about the fading of past technologies as the reason why we should focus on story is, well, itself archaic.  

 

The integration of story and technology is creating an online culture where one is indistinguishable from the other.  Not so with Beta Tapes of old.  That is HARD ware not SOFT ware.  The story was separate from the hardware that delivered it. 100%.  Not so with Facebook etc. I do not suppose to predict that FB will not be usurped by another platform as Friendster did. 

 

I am simply asking another question.  How is the presence of technology change the manner in which we view how we tell our story?  When will how we tell our stories become so dependent on technology that the latter itself become a part of the story.  Or has it already?