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Presented by Amanda Batista, Content Marketing Manager at Eloqua, during Content Marketing Bootcamp Boston. #contentcamp
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AMANDA BATISTA ELOQUA | ORACLE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 2
Think Like a Publisher: 5 Storytelling Rules for Marketers Amanda Batista Content Marketing Manager Eloqua @AmandaF_Batista
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Why We’re Here
§ 80% of business decision-makers prefer to receive information about a company in a series of content versus traditional marketing tactics.
§ Nearly 82% of B2B buyers have less time
to devote to reading and research Source: Demand Gen Report Content Preferences Survey May 2013
Content is increasingly driving marketing communications
Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 5
Trustworthy Content Trumps Sales Speak Buyers put a premium on value-based relationships
Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 6
Let’s Talk People Instead of ‘Prospects’
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“So we're different colours and we're different creeds And different people have different needs.”
-Martin Gore, Depeche Mode “People are People” (1984)
THIRD PARTY COMPANY LOGO
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The Name of the Game:
§ Set some new ground rules for communicating
§ Conceptualize storytelling in marketing
§ Take a look at some cool content § Go from ‘Corporate’ to ‘Compelling’ § Offer inspirational content tips
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Rule #1 Don’t Be Vain Content isn’t about your company, or you
§ Nixing sales speak makes your content more “robust”
§ Be a “leading provider” of education and delight
§ Be the “#1 source” for industry insight
Carly Simon said it best
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Tell a Story About Your End User Use your company’s publishing platforms
• Tell the story of how your end users succeed
• Maximize your
case study and testimonial content
oracle.com/oraclemagazine
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Rule #2: Keep it Contextual
§ Who?
§ What?
§ Where?
§ Why?
§ How?
Borrow principles of journalism
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Speaking of Real World Heroes…
§ Follow a fun format
§ Highlight the end user perspective
§ Celebrate customer success (influence sharing)
Your customers save the day!
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Rule #3: Find Your Format(s)
What’s your company’s signature?
• Keep content consumers returning with an extended story
• Consider structural uniformity for design and layout
• Establish ‘characters’ that reflect your consumer audience
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Topical Storytelling: The ‘Grande Guides’
§ Explain your format and its logic upon introduction
§ Keep contextual content inventoried
§ Anticipate trends and topics via social media
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Rule #4 Take Cues From Consumption
Remember: A sale is the result of a relationship
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Empower Your Content Consumer
§ Utilize different formats/delivery methods
§ Stay relevant to your buyer persona data
§ Give your consumer the option to change tracks
Honor the consumer’s right to choose
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Rule #5 Make Corporate Compelling
§ Spread your own word
§ Connect personally via community
à
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Enhance Your Corporate Communications
§ Optimize your content bandwidth
§ Transfer message of sales sheets or other later stage content to more engaging formats
§ Cater to different audience segments
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The Marketer Scorecard Interactive Experience Eloqua.com/scorecard
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§ Take advantage of present puns
§ Keep your calls to action concise and informative
§ Use images to supplement social posts
Tips for social posts
‘Product Speak’ Sensibly
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Turn to Pop Culture for Inspiration
§ Classic movie titles
§ Popular TV shows
§ Trending videos
§ Power puns
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5 Storytelling Rules for the Marketer
§ 1. Don’t be vain
§ 2. Keep it contextual
§ 3. Find your format(s)
§ 4. Take cues from consumption
§ 5. Make corporate compelling
Don’t leave home without ‘em!
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Amanda Batista
amanda.batista@oracle.com @amandaf_batista
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CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES
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