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CAPTURING CURIOSITY:Using Storytelling to Improve DocumentationAllie Proff@techniceclectic
Valuable Content Transformed
• Document Digitization
• XML and HTML Conversion
• eBook Production
• Hosted Solutions
• Big Data Automation
• Conversion Management
• Editorial Services
• Harmonizer
2
Experience the DCL Difference
• World-Class Services
• Leading-Edge Technology
• Unparalleled Infrastructure
• US-Based Management
• Complex-Content Expertise
• 24/7 Online Project Tracking
• Automated Quality Control
• Global Capabilities
DCL blends years of conversion experience with cutting-edge technology and the infrastructure to make the process easy and efficient.
3
We serve a very broad client base…
…spanning all industries.
• Aerospace
• Associations
• Defense
• Distribution
• Education
• Financial
• Government
• Libraries
• Life Sciences
• Manufacturing
• Medical
• Museums
• Periodicals
• Professional
• Publishing
• Reference
• Research
• Societies
• Software
• STM
• Technology
• Telecommunications
• Universities
• Utilities
Hello! Invitation to Interact
Allie Proff on LinkedIn
www.technicallyeclectic.com
@techniceclectic
#storytelling
Key Takeaway
To create effective content, you need to account for…
Emotions
Why Emotions?
Decisions are made with emotions……then justified with logic.
Emotion aids learning and memory.
Storytelling techniques reach emotions best……even if you don’t directly include story in your content.
Our Journey
Introduction
The Why: Scientific Research
The What: Story Telling in Action
The How: Case Studies and Examples
Documentation
Documentation
Facebook “Just in Case” Videos
Emotive Analytics: Affectiva
Our Journey
Introduction
The Why: Scientific Research
The What: Story Telling Basics
The How: Case Studies
Decisions: Emotions vs Logic
Phineas Gage
The Brain Feels then Thinks Primitive (Reptilian) Brain
Triggered by emotion
Self-centered (relive pain, increase comfort)
Only pays attention to beginning and end of lengthy conversations
Visual
Likes contrast
Best understands simple language
Makes decisions, using input from other two brains
Middle Brain
Feels, processes emotion and gut feelings
New Brain
Thinks, processes rational data, last to engage
Viral Emotions
Curiosity
Amazement
Interest
Astonishment
Uncertainty
Joy
Anger/Disgust
Information Currency 4.0
Storytelling Aligns Our Brains
Our Journey
Introduction
The Why: Scientific Research
The What: Story Telling Basics
The How: Case Studies
Stories: The Original Help Docs
What is a Story?
Shapes for Presentations
Story Unifies Content
The User is the Hero
Mailchimp High Five Freddy
TurboTax and MicroCopy
Our Journey
Introduction
The Why: Scientific Research
The What: Story Telling Basics
The How: Case Studies
GrooveHQ Blog Post A/B TestGrooveHQ ran a blog post with the same content.
• Version A got straight into the content
• Version B told a simple story intro, followed by version A.
What do you think the difference is between the A/B split test?
• Spoiler alert: readership and time on page increased, but by how much?
GrooveHQ A/B Split Test
Full Page Reader Increase 50%
100%
200%
250%
300%
Time on Page Increase 100%
200%
300%
400%
500%+
Leading With a Story Wins
GrooveHQ Suggestions
Snippets of dialogue
Fictional scenarios
Tiny vivid details
Tap into the stories people already know (pop culture, historical reference)
Use the power of visuals (stills from TV shows, memes)
Deloitte Recruitment Video
Tanzen Dynamic Storytelling
Use structured content to mix and match elements as needed
Curated website content: American Society of Civil Engineers
Assemble and adapt content for specific natural events
Editorial: City park project Rotate through various sites,
construction stages
User-defined journey: Careers in Science section
Dynamic lists adjust to different paths
Customer Journey Mapping
Get to Coffee Shop Approach Counter Review Coffee Choice
Action taking place
Thoughts
FeelingsTimeframe
Expectations
Channel
Touchpoints
Moments of Truth
Assumptions
. . .
Key Takeaways
Storytelling connects our users to us.
Emotion drives our decisions, which we justify with logic.
Emotional connection is the new currency.
Perhaps we share stories in much the same spirit that explorers share maps, hoping to speed each other’s journey, but knowing the journey we make will be our own. ~ Gloria Steinem
Thank you
Allie Proff on LinkedIn
www.technicallyeclectic.com
@allieproff
personal interests
@techniceclectic
#AI, #emotiveanalytics, #video #writing #UX #storytelling #blogging #contentstrategy and more
