The reality is that you have six seconds to tell your brand story and make a connection with your customer. Yes, six seconds. A 6-second window to give your customers, your audience, a reason to care, and a reason to want to learn more about your offer. Success in those six seconds depends on the perceived value that your brand will bring to the customers’ lives: the “Why you do what you do.” This message needs to be always refined through the lens of simplicity, clarity and alignment; the three foundational pillars that a brand story absolutely must have to connect and engage with the customer.
You’ll see how the context, and some subtle changes, alter the emotional response you feel. This post showcases imagination - the readers imagination. How do you inspire imagination? Often by providing fewer details. With less detail, your reader has no choice but to let their imagination will fill in the gaps. Their experiences, emotional state, and passions add meaning to the image. When done right, those emotions can touch passions and strike up anxieties that compel action.
Akira Kurosawa was one of the masters of cinema. Below is a six-minute interview where Kurosawa offers advice to aspiring filmmakers, but the advice can be applied more widely to other creative disciplines as well.
Whether you know it or not, or intend to or not … you absolutely are.
Everything you do to market your business is another paragraph, page, or chapter in the story people hear from you. And the story people hear is the one they act (or don’t act) on, and repeat (or don’t repeat) to others.
Now, it’s not necessarily fatal if you’re not aware you’re telling a story, and you’ll never completely control your story anyway. But purposeful storytelling is the mark of the great novelist, screenwriter, and playwright — and purposeful marketing stories are a sure sign of a great content marketer.
So why not tell your story on purpose? Here’s how.
When you combine the timeless necessity of storytelling with the sheer power of visual content, you arrive at one of the most potent forces shaping the future of communication today: Visual storytelling.
Here are some of the trends I believe will shape the future of this field by blurring the lines between once-neatly-defined concepts.
Now with Instagram offering both long- and short-term content, newsrooms are rolling out different strategies for the two similar-but-distinct platforms. I talked with The New York Times, National Geographic, and Sports Illustrated — each known for striking photography and large Instagram followings — to understand how they are trying to make use of Instagram Stories for a new kind of visual narrative. Here, lightly edited, is what they had they say.
I've been waiting a long time to write this essay. I thought of it four or five years ago when I was writing a series of posts about natural storytelling. I never wrote the essay because other projects got in the way, but it has been at the back of my mind all this time. I'm excited to finally bring these thoughts to you.
Do you know who you are writing for? Do you have realistic expectations for the time it takes to build an audience? Are you able to focus your energies into one platform at a time? Are you really writing for your audience?
Joe Pulizzi is a content mastermind. He’s an author, speaker, and the founder of Content Marketing Institute, which publishes the Chief Content Officer magazine and produces the premier international event for content marketing: Content Marketing World.
Joe talks to us about the how to tune into and write for your audience instead of yourself, the time is takes to develop your brand, and the art of staying simple. He is always looking for that greater connection, saying, “what I want is something that’s really going to make an impact, that’s truly compelling.”
Gregg Morris's insight:
Thought this was going to be with Nancy Duarte when I read the headline. Nothing wrong with Bazooka Joe though. He's a might smart fella'!
Have you identified your personal, authentic story? How about the story of your brand? Are your eyes and ears fine-tuned enough that you’ve begun to notice the stories that are constantly happening around you every minute of the day?
Christoph Trappe is a career storyteller. He began as a journalist and developed his story, becoming a keynote speaker, blogger, and content marketing strategist. He currently helps hospitals throughout the United State share their stories, and in 2015 was named the IMA’s Internet Marketer of the Year. He is the author of the book, “Get Real: Telling Authentic Stories for Long-term Success,” and he joins the Business of Story Podcast to reveal his key strategies to become more confident in clarifying your authentic story.
Narrative medicine as a literary form that engages care providers including physicians to share their witnessed stories of humanity can be an instrumental tool to repeatedly resuscitate the physician. Relationship centered medicine has been considered a way to help doctors stay in love with doctoring and that premise is supported by narrative medicine to help refocus the efforts of medicine around relationships.
Pictures, not words, were the very first method with which humans recorded their history. Visuals capture more information in one shot than a book full of words because they allow you to fill in the story with your imagination.
A picture of a family playing catch in the park has billions of interpretations and plot lines that are waiting for a story to fill in the details.
Since Stranger Things debuted on Netflix, I've seen a number of articles and heard a few podcasts discuss the merits of an 8-episode season over the usual 13. When you think about shows like Daredevil and Jessica Jones, there can be some filler that helps meet the quota. In this piece, Ben Bajarin takes a look at how Netflix and the concept of binge watching is changing how writers and directors tell stories. Bajarin makes the case that the future of entertainment is in fact storytelling as a service through things like original content and posting an entire season at once.
My father was a storyteller. It seemed that if he wasn’t telling a story, he hardly had anything to say. It was on his lap, by his side, sitting across from him at the table, listening to his stories that I learned how the world worked and how to understand people.
Stories not only help us make sense of the world; they help us define who we are. When we share our past with others, we link events together in a narrative — a story. My father had his story. I have mine. You have yours.
The media work with stories. Human brains are wired for stories. The ‘story’ is the basic building block of a newspaper, blog, magazine or broadcast. It’s their job to find and communicate stories, but if you understand what a story is and why it is so important you will find your media relations will be much more successful. Similarly, if you can learn to tell a good story, science says you can improve your blogs and marketing. But what is a story?
Our feelings (anger, shame, delight) appear almost instantly, and, left alone, they don’t last very long. But if we invent a narrative around an event or a person, we can keep the feeling going for a very long time
Unlike other companies that struggle to create compelling stories, Autodesk’s content marketing team wrestles with prioritizing an abundance of exciting topics to write about at the intersection of design, technology, and innovation.
Go behind the scenes at a content powerhouse. Autodesk sells 3D-design, -engineering, and -entertainment software. It provides the tool kit that designers, architects, engineers, developers, artists, and even hobbyists use to create masterworks in their respective fields. Given this, Autodesk is in the enviable position of having not just one or two exciting topic areas to write about but many dozens of possibilities. From futuristic automotive design and sustainable urban infrastructure, to 3D-modeling and digital special effects in the entertainment industry — it’s an editor’s dream of compelling content topics.
This neural coupling only happens if teller and listener share the same context or “have common ground.” I don’t think analyzing your audience is the same as feeling solidarity with your audience. The stories that flow from solidarity enable much deeper connections – like a dance the storyteller both leads and follows. Placing yourself firmly in an empathetic relationship with those you wish to influence may inspire higher levels of engagement, too.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.