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Mastering StorytellingLisa GerberBig Leap Creative@lisagerber
Casey MarkeeFounder, Media Wyse@MediaWyse
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JacksonJackson
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The moral of this story
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1. real people with real problems
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2. search engines are getting smarter
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3. Stories translate to real revenue
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NOV. 2003
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story is the connective tissue
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a tale well told is nature's way of seducing us into
paying attention to it. - Lisa Cron, Wired for Story
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Get the protagonist right
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put yourself in the mind of your buyer
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The conflict
a protagonist
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the happy ending
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Using story to influence action
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Credit: Guzman Lozano, flickr, creative commons
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Print ads
Reviews
Social
Walk in
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problem vs solut ion
generate awareness: problem-based search
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influence action: solution-based search
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Get others to tell your story
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And we all lived happily ever after
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Storytelling…with Croissants?
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Case Study: Lune PatisserieMelbourne, AUS.
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Case Study: Lune PatisserieMelbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
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Branding as “Storytelling”
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Branding as “Storytelling”
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The Owner is an ACTUAL Rocket Scientist!
Kate Reid, the founder, studied aerospace
engineering and spent several years working for
a Formula One racing team before apprenticing
at the famed Paris boulangerie Du Pain et
des Idees.
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Good Story Right? But what Keeps People Coming Back?
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How to Artificially “Jumpstart” your Story
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Strategy #1 – Give it a PR “Push”
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Strategy #2 – Connect with Influencers
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Strategy #2 – Connect with InfluencersBuzzSumo.com
Find Key Influencers via Keyword OR find Who
Shared Content Pieces!
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Strategy #2 – Connect with InfluencersLittle Bird
http://www.getlittlebird.com/
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Strategy #2 – Connect with InfluencersLittle Bird
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Strategy #2 – Connect with InfluencersFollowerWonk.com
Sort your Followers by “Authority” then reach-out via DM & @replies
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https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
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Pro Tip: You can DM any member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
@lisagerber #Pubcon @mediawyse
Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any member of a Group!
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Strategy #3 – Guest Blogging….But HIGH-QUALITY
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Strategy #3 – Guest BloggingUse Google Search Operators:
Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/yourCompetitorName + guest author
Keyword/yourCompetitorName + “write for us”Keyword/yourCompetitorName + “write for me”Keyword/yourCompetitorName + “become a contributor”Keyword/yourCompetitorName + “contribute to this site”Keyword/yourCompetitorName + inurl:category/guestKeyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact
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Strategy #3 – Guest BloggingGood Outreach Example:
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Strategy #3 – Guest BloggingBAD Outreach Example:
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An Epic Story is NOT Necessary for Success….but it Certainly Helps!
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Thank You!
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Lisa GerberBig Leap Creative Integrated
Communicationswww.bigleapcreative.com/blog
lisa@bigleapcreative.com@lisagerber
Casey MarkeeFounder, Media Wysewww.MediaWyse.com
casey@mediawyse.com@mediawyse
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