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Create Engaging Content Marketing - Hug the Chaos

Create Engaging Content Marketing - Hug the Chaos | Story and Narrative | Scoop.it

Great storytelling is a contradiction. Engaging stories set out to deliberately draw a conflict — a comparison of morality, or of fundamental change, or of good and evil. Of starting at a place where we don’t know how it’s going to turn out. We hug the chaos!

 

The story of how you met your wife starts with you not knowing if she would eventually become your wife. You had no idea.

 

As marketers today, we are inundated with reasons to do the opposite of this.

 

We operate from knowledge; from past experiences. We very often only act when we have the data to support our product, our position, our package, our pricing, our promotion… In fact, we’ve historically scaled our data analysis skills in marketing and we hire outside our company for anything creative. We keep a safe distance from the “creative genius” that can be so compelling, but also so unknown, so chaotic, so tragically wrong. Why is that?

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The Biggest Mistake Brands Make When Trying to Tell Stories

The Biggest Mistake Brands Make When Trying to Tell Stories | Story and Narrative | Scoop.it
As brand storytellers we’re trying to engage consumers and convince them to buy our products. Yes, that’s the bottom line goal. The challenge (and most often, failure) of brand storytelling is that we rely on flash, but not on resonance. Too often brand storytellers attempt to extol the virtues of their product — the HERO of their story — as an attempt to attract buyers. It’s not about your product. As any good salesperson will tell you, it’s NEVER about your product. It’s about what the product means to the buyer. And that is exactly what I learned from Dungeons & Dragons.
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Ingenious Storytelling Gets Great Response from Science Nerds

Ingenious Storytelling Gets Great Response from Science Nerds | Story and Narrative | Scoop.it
In an age of such tremendous transparency with Glassdoor, Facebook, and other networks, you’ve come to a point where you are telling your story 24 hours a day. There’s a big dialogue going on. So you can let it happen to you or you can participate in it.
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How to Effectively Use Visual Storytelling in 2015

How to Effectively Use Visual Storytelling in 2015 | Story and Narrative | Scoop.it
The human attention span is supposedly getting shorter. Shorter, even, than that of a goldfish. Marketers are looking for ways to capture their audience’s attention as quickly as eight seconds (a goldfish can concentrate for nine seconds). The answer to this dilemma might be visual storytelling. Did you know tweets with photos attached are 85 percent more likely to be favorited and shared? And video, supposedly the future of all content marketing, can make customers 85 percent more likely to buy the product featured.
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Why is Storytelling Biologically Important for Survival?

Why is Storytelling Biologically Important for Survival? | Story and Narrative | Scoop.it
Dr. Paul J. Zak is a fascinating man. Not only did he discover the implications of the brain’s release of oxytocin and publish a book on it, “The Moral Molecule,” he also pioneered research in the field of neuroeconomy and works on storytelling with the Department of Defense to help them understand why stories are so persuasive.  
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How to Avoid Getting Nailed by the FTC for Your Online Marketing - Copyblogger

How to Avoid Getting Nailed by the FTC for Your Online Marketing - Copyblogger | Story and Narrative | Scoop.it
In this episode of Unemployable with Brian Clark, you'll learn the types of behavior the FTC wants to prevent, why compliance is good business, and more ...
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3 Proven Ways to Nail Visual Storytelling

3 Proven Ways to Nail Visual Storytelling | Story and Narrative | Scoop.it
To make visual storytelling work, however, you can’t simply slap a few stock photos onto your blog or social media posts. Just as headlines and calls to action must be crafted carefully, your visual content deserves more than a second thought. Your target customers will form their own interpretations and first impressions based on the visuals you choose to put before them. What is your imagery really saying about your brand?
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Proof that Stories Can Increase the Value of Even 'Worthless' Items

Proof that Stories Can Increase the Value of Even 'Worthless' Items | Story and Narrative | Scoop.it
Stories lift a prospect out of her ordinary world and take her on a journey that ultimately leads to a vision of herself as a better version of herself ...
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The three kinds of stories every brand needs to tell

The three kinds of stories every brand needs to tell | Story and Narrative | Scoop.it
Let's admit it: We all like talking about ourselves. No need to feel bad. You have good reason.
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Marco Favero's curator insight, July 31, 2:54 AM

aggiungere la vostra comprensione ...

Larry Glover's curator insight, August 1, 8:12 AM

Ah, story literacy; it's critical to our resiliency!

 

Versatile Vitality's curator insight, August 1, 1:10 PM

Ah, story literacy; it's critical to our resiliency!

 

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Pixar: The Design of Story

Pixar: The Design of Story | Story and Narrative | Scoop.it
Pixar: The Design of Story is an upcoming exhibition at the Cooper Hewitt National Design Museum here in NYC.

Through concept art from films such as Toy Story, Wall-E, Up, Brave, The Incredibles and Cars, among others, the exhibition will focus on Pixar's process of iteration, collaboration and research, and is organized into three key design principles: story, believability and appeal.
Gregg Morris's insight:

Should be well worth the trip!

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Melanie Hundley's curator insight, August 4, 10:21 AM

Should be well worth the trip!

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Stories Change Hearts and Brains

Stories Change Hearts and Brains | Story and Narrative | Scoop.it
We have known this intuitively -- stories change our thinking, and the way we interact with the world:

Using modern technology like functional MRI (fMRI) scanning, scientists are tackling age-old questions: What kind of effect do powerful narratives really have on our brains? And how might a story-inspired perspective translate into behavioral change?
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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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Brand Storytelling on Instagram – Some Key Notes to Benefit Your Social Strategy

Brand Storytelling on Instagram – Some Key Notes to Benefit Your Social Strategy | Story and Narrative | Scoop.it
To showcase the potential of this new option, Instagram called upon the creative teams from some of the world’s biggest agencies and brands – Toyota with Saatchi & Saatchi, Capital One with T3 and HP with Collectively – to show what could be done with the carousel option, specifically, how Instagram carousel ads could be used for brand storytelling.

Instagram has now released a video showing the process these teams went through in creating ads for the carousel format and how they approached the storytelling aspects of the process. It’s a fascinating insight into how leading creatives work, and how they approach the Instagram platform for advertising purposes – it’s not often you get this type of insight.
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How Internal Storytelling Impacts Company Culture

How Internal Storytelling Impacts Company Culture | Story and Narrative | Scoop.it
Want to know if your business has what it takes to survive and succeed? Listen to the stories your employees are telling.
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4 ways to tell marketing analytics stories

4 ways to tell marketing analytics stories | Story and Narrative | Scoop.it
Data is neutral. It’s amoral. Data doesn’t speak for itself, despite what many marketers say. Data by itself is just a thing. What you do with the data is what gives it value. How you interpret it gives it value. I wrote about this at length in Marketing Blue Belt, but I thought it worth sharing a few basic ideas about how to tell data stories.
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Does Your Facebook Ad Campaign Tell a Story?

Does Your Facebook Ad Campaign Tell a Story? | Story and Narrative | Scoop.it
Don’t lead with “Buy now,” tell a story. Facebook marketing science ads research manager Neha Bhargava spoke with Facebook IQ about how brands can create digital marketing narratives.
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7 Storytelling Techniques Used by the Most Inspiring TED Presenters

7 Storytelling Techniques Used by the Most Inspiring TED Presenters | Story and Narrative | Scoop.it
A guide to giving inspirational presentations and talks, based on tried-and-true effective storytelling techniques used by the most influential speakers in the
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Ian Berry's curator insight, August 12, 6:56 PM

Great insights and examples. Story-sharing a key to success in the new world of work

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Why We’re Storytelling Animals

Why We’re Storytelling Animals | Story and Narrative | Scoop.it
Learn how the mind yields helplessly to the suction of story from New York Times Best Selling Author Jonathan Gottschall.
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Patricia Stitson's curator insight, August 6, 3:58 PM

Are you creating a human fiction or a human story?

 

Watch the TEDx sneakpreview here: https://www.youtube.com/watch?v=Vhd0XdedLpY

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Stories are the most powerful data: The secret of business ethnography

Stories are the most powerful data: The secret of business ethnography | Story and Narrative | Scoop.it

"Business ethnography is the science of turning human stories into powerful business lessons. In an era where we're trying to quantify every interaction, it's a very different approach to understand our customers and how our products fit in their lives.

 

Historically, ethnography has been used as a spark for innovations - a hunt for ideas in the wilds of customers' real lives."

 

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Why Every Organization Needs a Story Strategy

Why Every Organization Needs a Story Strategy | Story and Narrative | Scoop.it
Do you have a story strategy that encompasses many types of stories? Your strategy defines not only who you are; it defines what stories you tell, how you share them across your organization (that includes a story bank for all parts of the organization to access as needed), and how you’ll manage and lead changes, updates and engage others to tell their stories – including employees, customers and executives.
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How to Effectively Use Visual Storytelling | SEJ

How to Effectively Use Visual Storytelling | SEJ | Story and Narrative | Scoop.it
In a today’s busy world, it only takes 8 seconds before your prospective client gets distracted. This is when the value of visual storytelling comes in.
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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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