How Stories Can Boost Your Marketing Success - Jan 28 Panel NorCal BMA

Welcome NorCal BMA January Monthly Meeting

5:30 pm Registration & Networking

6:25 pm Announcements

6:30 pm How Stories Can Boost Your Content Marketing Success Moderator: Laura Ramos

Panelists: Jeff Paris& Clay Hausmann

7:30 pm Networking

8:00 pm Adjourn

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BMA Event: February 25th

Sue Bethanis CEO/Founder Mariposa Leadership INFLUENCE & IMPACT: Getting Your Innovative Ideas Noticed! · What executive presence is needed to sell ideas to peers and upper management · How to influence internal colleagues to support and "green light" your idea · How to deal with resistance to a great idea Sue will share real work examples from her work as an executive coach. You'll leave the session with tips on how best put influencing skills into action to get the resources and buy-in you need to move from idea-to-innovation.

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Recruiting

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› A 10 second fact

Thank You to Tonight’s Sponsors!

Tonight’s Speakers

Laura Ramos Vice President, Principal Analyst at Forrester Research Panelists: •  Jeff Paris, SVP, MRM//McCann West •  Clay Hausmann, Principal at treatment.

Content Marketing: How Stories Can Boost Your Content Marketing Success

How Stories Can Boost Your Content Marketing Success Laura Ramos, Vice President, Principal Analyst Forrester Research, Serving CMOs

January 28, 2015

“A tale shall accomplish something and arrive somewhere.”

– Mark Twain

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

Agenda

›  Forrester’s recent research on the state of content marketing

› Why stories matter › Clay Hausmann – screenwriting and

storytelling

›  Jeff Paris – telling better B2B stories › Discussion!


Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report

B2B marketers admit their content doesn’t engage buyers or deliver value

© 2015 Forrester Research, Inc. Reproduction Prohibited

B2B buyers aren’t engaged with it


Source: December 2014, “Brief: B2B Content Fails The Customer Engagement Test” report.

What makes content “engaging”?


Source: Forrester qualitative research

B2B websites fail the engagement test


Source: November 20, 2014 “Tell Stories To Connect With Business Buyers” Forrester report

Current approaches misfire “Why is it difficult to develop engaging content?”


Source: January 21, 2014, “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014” Forrester report and upcoming 2015 report.

A lot of resources are wasted

Hypothetical $1B+ company

Average spent on marketing programs

Average spent on content marketing

Of content buyers find useless.

Estimate of resources/effort wasted as result of poor content

7% 9%

$ 4M


Why is storytelling important?


We are “wired” to tell and respond to stories

Source: Uri Hasson, Associate Professor of Psychology, Princeton University


Good stories follow time-tested patterns “Freytag’s pyramid”


Good stories build audience empathy


A good story checklist Every story needs: Notes and explanation: 1) A reason to care •  Give it purpose, connection, emotional

core •  A story should call to us or act as a

response

2) Characters to care about •  Characters are the vehicles to carry the story forward

3) A problem •  We are programmed to be compelled by narrative that has tension

•  A problem serves as the anchor of the story

4) Acceleration and deceleration •  We want the action to shift •  Think of it like a long car ride

5) A conclusion appropriate to the story

•  Don’t just end. Complete the tale by taking the characters to their final destination

Source: Chuck Wendig, Terribleminds.com


Jan 28: This Evening’s Panelists How Stories Can Boost Your Content

Marketing Success

Clay Hausmann Principal

at treatment

Jeff Paris SVP, Group Creative Director

at MRM // McCann

The Treatment of Story.

-‐ Strictly Confiden+al -‐






Tools of the Screenwriter


Inciting Incident Theme Story beats Controlling Idea Act Climax

Protagonist Antagonist Genre Scene Open ending Tone

Premise Character Setting Backstory Closed ending Conflict

Resolution Synopsis Logline Look book Treatment Dialogue


Strategy

Execution story.

Inefficient.


Strategy

Execution

Inconsistent.

story.

Inefficient.


Strategy

Execution

Ineffective.

story.

Inefficient.

Inconsistent.


Strategy

Execution

Insulated.

story.

Inefficient.

Inconsistent.

Ineffective.


Strategy

Execution

Language becomes simpler.

Customer-centric from the start.

Story replaces description.

No translation cycles.

story.


$135B!

$91B!


CLAYHAUSMANN

10

story structure by

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Characteristics

Genre0DMRU��$FFHVVLEOH� ,QQRYDWLRQ

Controlling idea3HRSOH�WKULYH�LQ�EXLOGLQJV�ZKHUH�ZLQGRZV�SURYLGH�RQO\�WKH�EHVW�RI�WKH�RXWVLGH�ZRUOG�

Inciting Incident

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WUHDWPHQW��ZZZ�WUHDWPHQWRIVWRU\�FRP��FOD\#WUHDWPHQWRIVWRU\�FRP

0LQRU��6HOI�([SUHVVLRQ

Intelligence Value creation

Comfort/WellnessSex appeal

19

19 -‐ Strictly Confiden+al -‐




CLAYHAUSMANN

10

story structure by

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Characteristics

Genre0DMRU��$FFHVVLEOH� ,QQRYDWLRQ

Controlling idea3HRSOH�WKULYH�LQ�EXLOGLQJV�ZKHUH�ZLQGRZV�SURYLGH�RQO\�WKH�EHVW�RI�WKH�RXWVLGH�ZRUOG�

Inciting Incident

0LQRU��7HFKQLFDO�([FHOOHQFH

WUHDWPHQW��ZZZ�WUHDWPHQWRIVWRU\�FRP��FOD\#WUHDWPHQWRIVWRU\�FRP

0LQRU��6HOI�([SUHVVLRQ

Intelligence Value creation

Comfort/WellnessSex appeal

www.treatmentofstory.com!!

[email protected]!

Telling be3er B2B stories January 28, 2015

Jeff Paris SVP/Group CreaEve Director •  MRM//McCann West includes Salt Lake City and San

Francisco Offices •  380 professionals specializing in B2B markeEng •  Salt Lake City is the B2B agency of record for Intel

RATIONAL

The way most businesses think about content markeEng

62 Percent of execuEves who say they rely on “gut feelings” when making decisions and that so\ factors should be given the same weight as hard factors.*

*Only Human: The EmoEonal Logic of Business Decisions. Fortune Knowledge Group in collaboraEon with Gyro. 2014

61 Percent of execuEves who agree that human insights must precede hard analyEcs when making decisions.*

*Only Human: The EmoEonal Logic of Business Decisions. Fortune Knowledge Group in collaboraEon with Gyro. 2014

B2B decisions are frequently more emo1onally connected than consumer

brands.

Yet communicaEons are typically very raEonal.

By telling emoEonal stories, we help our clients create deeply engaged and

enthusiasEc champions who are willing to speak up when decisions are made.

RATIONAL

The way smart businesses think about content markeEng

EMOTIONAL

Three Eps for more powerful B2B content.

“RaEonal” is a great place to start. 1

Explode your raEonal content in more emoEonal ways.

}

Making big data more human.

Be more human. 2

Intel product demo video.

See: h3ps://www.youtube.com/watch?v=OozkSuwlJw0

No, really. You can be more human. 2

If cables were people: HDMI

See: h3ps://www.youtube.com/watch?v=Nq_-‐bXhdQRc

Schedule story Eme. 3

The Friday Fast Five.

Since May, 2014 @IntelEDU has gone from 1,600 followers to 210,000

Tell B2B stories with these three Eps: 1.  ‘RaEonal’ is a great place to start. 2.  Be more human. 3.  Schedule story Eme.

Thank you. jeff.paris@mrm-‐mccann.com


Questions and discussion….

Clay Hausmann Principal

at treatment

Jeff Paris SVP, Group Creative Director

at MRM // McCann
