MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan

AS PART OF

YOUR CONTENT

MARKETING PLAN

Andy Boyer, Relaborate

STORY

TELLING

@aboyer | @relaborate

My Dream

@aboyer | @relaborate

My first real baseball job!

@aboyer | @relaborate

@aboyer | @relaborate

COMPARE THAT TO AN ALTERNATIVE…

@aboyer | @relaborate

About Me

• Andy Boyer | @aboyer | andy@relaborate.com

• Experience with RealNetworks, Microsoft, Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i

• Currently run a content marketing software company called Relaborate

• Teach Entrepreneurial Marketing at the University of Washington

@aboyer | @relaborate

Or…• Andy Boyer | @aboyer | andy@relaborate.com• Experience with RealNetworks, Microsoft,

Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i

• Currently run a content marketing software company called Relaborate

• Teach Entrepreneurial Marketing at the University of Washington

@aboyer | @relaborate

Or even…• Andy Boyer | @aboyer |

andy@relaborate.com• Experience with RealNetworks, Microsoft,

Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i

• Currently run a content marketing software company called Relaborate

• Teach Entrepreneurial Marketing at the University of Washington

@aboyer | @relaborate

But this isn’t a presentation about Slides

@aboyer | @relaborate

It’s about Stories

@aboyer | @relaborate

Why are marketers telling stories?

@aboyer | @relaborate

“Find a Shared Worldview”

@aboyer | @relaborate

@aboyer | @relaborate

http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing

@aboyer | @relaborate

http://www.slideshare.net/mweigel/how-to-not-fail-16647530

@aboyer | @relaborate

http://www.slideshare.net/mweigel/how-to-not-fail-16647530

@aboyer | @relaborate

Clutter / Storyarcs

We have too much clutter to make sense of it all

@aboyer | @relaborate

So, what makes a good story?

ACT I A Hero and the

Introduction of a Challenge

@aboyer | @relaborate

@aboyer | @relaborate

http://www.fiestamovement.com/

ACTIIValidation, Tests, More Challenges

@aboyer | @relaborate

SEO MOZ

The SEOmoz Story:You will be smarter for being part of our tribe

@aboyer | @relaborate

The Tom’s of Maine Story:Starting with the people who want to hear the story

@aboyer | @relaborate

The Dollar Shave Club Story:Shaving shouldn’t be so expensive

ACT III Resolution

@aboyer | @relaborate

@aboyer | @relaborate

@aboyer | @relaborate

I’ve brought along some friends to tell their stories

@aboyer | @relaborate

Rebecca Lovell, Vittana

@aboyer | @relaborate

Billy PettitPillar Properties and Merrill Gardens

Bill Sleeper, Merrill Gardens

4th story – Vittana.org

@aboyer | @relaborate

The Lyric Capitol Hill

@aboyer | @relaborate

@aboyer | @relaborate

Here’s how your company can tell your stories

@aboyer | @relaborate

1. ASK

@aboyer | @relaborate

2. Plan

@aboyer | @relaborate

3. Write

@aboyer | @relaborate

4. Bewhere your tribe is

Source: cloudforprofit.com

@aboyer | @relaborate

5. Listen to your ratings

@aboyer | @relaborate

Ask

Plan

WriteDistribute

Listen

@aboyer | @relaborate

RECAP

Stories can connect through the clutter

It is easy to watch and learn from other storytellers

All you need is a hero, a challenge and a resolution

Everyone in your company can be a source of storytelling inspiration

@aboyer | @relaborate

YOUR TRIBE IS LISTENING

Content Marketing, Simplified

Thanks!Email me: Andy@Relaborate.comSignup at: www.relaborate.comFollow us on Twitter: @Relaborate

@aboyer | @relaborate

Images• http://mhstcadets.blogspot.com• http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing• http://www.cultofmac.com/194421/5-things-steve-jobs-would-have-been-proud-of-at-apple-in-2012-feature/• http://en.wikipedia.org/wiki/File:Question_mark.png• www.cloudforprofit.com• http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/• http://www.michaelbransonsmith.net/blog/tag/silent-movies/