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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity

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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity

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In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.

In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.

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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity

  1. 1. MARKETING THROUGH STORYTELLING: THE SECRET TO BUILDING A UNIQUE BRAND IDENTITY Amanda Wener Award-Winning Content Strategist and Brand Storyteller with Tara Dwyer Webinar Coordinator, Marketing Pro Pulse December 1, 2022 9:30am PST 12:30pm EST 5:30pm GMT
  2. 2. Started and run by a successful group of digital media entrepreneurs, Aggregage Is reimagining and building out the next generation of business media In a way that meets the needs and expectations of today's business professionals and B2B marketers. Using social media, machine intelligence, smart algorithms, and big data, Aggregage's ever-growing portfolio of industry sector focused verticals delivers the most engaging and relevant content to each industry's professionals. Learn more at www.aggregage.com
  3. 3. Click on the QUESTIONS panel to interact and engage! TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. TO USE YOUR TELEPHONE: You must select "Use Telephone" after joining and call in using the numbers below. United States: +1 (415) 655-0052 Access Code: 563-802-4920
  4. 4. MARKETING THROUGH STORYTELLING: THE SECRET TO BUILDING A UNIQUE BRAND IDENTITY Amanda Wener Award-Winning Senior Content Strategist and Brand Storyteller, Iron Mountain
  5. 5. AMANDA WENER??? WHO IS…
  6. 6. MARCH 21, 2018 “A story behind a product makes a product that much more attractive.” Kevin Hart Actor/Entrepreneur Shark Tank
  7. 7. “Humanize your brand and give your audience the opportunity to take a peek inside your company culture while simultaneously highlighting your best employees as thought leaders. People buy from people, not companies.” Tequia Burt, Editor in Chief, LinkedIn Ads Blog 15 Inspiring Content Ideas for your LinkedIn Page • 27 million pieces of content shared each day. • We check our phones 150x/day and our email 30x/hour. • The amount of information in the world is doubling every 18 months. * Nielsen WHY STORYTELLING?
  8. 8. WHAT IS A STORY? An account of imaginary or real people and events, or the evolution of something told for entertainment. *Oxford Dictionary
  9. 9. BRING YOUR BRAND TO LIFE
  10. 10. 39% BRING YOUR BRAND TO LIFE
  11. 11. SUSTAINBILITY MATTERS
  12. 12. SUSTAINBILITY MATTERS
  13. 13. “INNOVATIVE SOLUTIONS”
  14. 14. “INNOVATIVE SOLUTIONS” “INNOVATIVE SOLUTIONS”
  15. 15. CONTENT PILLARS • Broad themes that embody your value proposition and brand • Shared among all content creators - Marketing - Social/Digital - PR - Internal & External Communications • Content map - Drives all content
  16. 16. WORK LIKE A NEWSROOM • Inspiration - Calendar: Events/Product launches/Holidays - Current events/Things in the media/Trends - Employee submitted ideas • Populate all details - Type of content - Channels of distribution - Angle/Main objectives • BENEFITS: - Planning ahead, time for better content - Tracks content production, quantity, pillars - Increases variety of content types - Flexibility/Predictability
  17. 17. BRINGING TEAMS TOGETHER
  18. 18. All content creators come together to collaborate on content planning to: • Define the story • Source ideas • Share workload • Maximize content value across channels and target audiences BRINGING TEAMS TOGETHER
  19. 19. EDITORIAL MEETINGS • 40 minutes populating content for the next month • 10 minutes reviewing the content funnel, ensuring projects are on task • 40 minutes planning ahead, exploring content ideas, assigning leads GETTING THE STORY STRAIGHT
  20. 20. EDITORIAL MEETINGS • 40 minutes populating content for the next month • 10 minutes reviewing the content funnel, ensuring projects are on task • 40 minutes planning ahead, exploring content ideas, assigning leads CONTENT/CAMPAIGN LEAD • Manages the editorial process from idea through to publication across the channels (content funnel) • Completes all required tools / documentation for content piece GETTING THE STORY STRAIGHT
  21. 21. STAYING ON TRACK
  22. 22. BEFORE
  23. 23. External 6 videos, 2 website banners, 1 YouTube Playlist, 1 article on Bombardier.com, +24 posts Internal +4 articles, 2 videos AFTER
  24. 24. RESULTS
  25. 25. RECAP • Storytelling activates your brain and makes your content stand out • Use storytelling to humanize your brand by focusing on people/values • Working with all content teams across the organization, define your corporate narrative • Have regular editorial content meetings and assign content leads
  26. 26. “People don’t buy what you do. They buy why you do it.” Simon Sinek
  27. 27. Tara Dwyer Webinar Coordinator, Marketing Pro Pulse /in/dwyertara marketingpropulse.com Q&A Amanda Wener Award-Winning Content Strategist and Brand Storyteller ironmountain.com /in/amanda-wener-1a1b72/

Notas del editor

  • Totally rocking the 1980’s afro
    Grew up in Montreal
    Wrote stories on typewriter (aging myself); created stage name of Manda Richmond
    Fun Fact: Wanted to be an entertainment journalist, got accepted to USC’s Annenberg Journalism Program but didn’t go. Still love it - ask about GH set visit or how I danced with Derek Hough
    WHY AM I TELLING YOU ALL THIS?
    Humanized, personal, connection- you can read by bio/resume. But now you know me. And it’s more relatable.
    That’s what we’re trying to achieve with Marketing through Storytelling.
  • What we are not talking about: Content marketing; not even thought leadership - still need to do that, still need to market to customers through the customer funnel.
    But storytelling is a way to enliven your brand; it’s even above the awareness level of the funnel. It’s about connecting your customers to your organization even before your products – SO THEY WANT TO DO BUSINESS WITH YOU.
    Doesn’t matter if your B2B or B2C… Storytelling is a marketing strategy that works for both.
    WHY?


  • Stories are scientifically proven to get a person’s attention and stimulate brain activity. It also helps people remember, much more than standard advertising.
    Cutting through the clutter, the noise
    About humanizing; telling stories, behind the scenes- differentiate your organization
    Got your brand values, now SHOW, don’t tell
  • I want to take a minute to define WHAT IS A STORY
    A story can take many forms
    Can be a piece with a hero who encounters and solves a problem, that comes with a beginning, middle and end
    But it can also be told in a simpler format – a social post alone can tell a story. An infographic can tell a story. A one-box comic can tell a story.
    Be open. Be creative.
  • Share a story with you (of course) – give you some concrete examples of how you can put this into practice.
    Private elementary school - free public school competition; what made us unique?
    Couldn’t compete on academics; people didn’t care about the religious aspect
    Jewish school = heart/values; shared these stories
  • Enrolment increased by 39% in one year
    Also got the “right” students
  • Another example. Everyone is talking about sustainability and ESG, right?
    How do you stand out? Again, SHOW, don’t tell, through storytelling
  • At Iron Mountain, told a story about one of our community service initiatives.
    Break up your CSR Report and tell those stories on social as a video, infographic, etc… So even if they don’t read the full report – they still get the information
    This is what will highlight you as a responsible corporate citizen
  • How many of you say in your marketing “innovative solutions”? Raise your hands…
    Why should we, as customers, believe you? Let’s hear the stories of innovation. How does it happen?
    Give them a glimpse behind the curtain – SHOW them how the research and product development was done; show them the idea behind the product and how it came to be.
  • - At Bombardier, Ask an Engineer series to showcase the research and development that goes into our products
    - Bombardier Breakthroughs content series, to showcase engineers and their inventions with the problem, inspiration and solution.
    Iron Mountain blog by a developer – shared his inspiration for one of our solutions, what we heard from customers and how we developed it to meet their needs

  • So now we now why storytelling works and we’ve seen some examples of it in practice.
    But how do we make this part of our regular day-to-day work processes? How do we find the stories to tell? And how do we use structure our storytelling so that this brand positioning comes through in a meaningful, compelling, unique and credible way?
    That’s where an editorial content strategy comes into play – and why having your content creation team function as a newsroom works

  • The basis of your editorial content strategy is WHAT you’re talking about – what stories you’re telling.
    Bombardier, a plane and train manufacturer: Delivering on our commitments; our customers; seizing future opportunities, our products, Ethics, Sustainability, our Employees
    At Iron Mountain, data and information management: Trailblazers, Digital Transformation, Workplace of the Future, People & Purpose (Sustainability) and Trusted Guardian
    Once you have your key pillars, decide the breakdown of content by quantity. Could be equal across all pillars or different by prioritization.
    Exercise: What would some content pillar examples be for Nike?
    Health & Well-being
    Celebrity athletes
    Historic athletic/sports milestones
    Beyond the limits
  • NEWS ROOM: Editorial meetings, brainstorm, share ideas, plan the content
    Type of content: News articles, feature stories, profiles, Q&As – anything you’d find in a magazine or newspaper, but also in different formats. Video or animated.
    Distribution: Where does the piece live, how do you promote it – all part of the storytelling (ie; Back to Ada Jenkins)
  • Now I’m going to share with you what I promised… The secret to content creation efficiency
    A way to function that will improve your production, quality and ultimately save your organization time and money
  • Tell me if this sounds like your organization…
    You have siloed groups of content creators. Marketing. Communications. PR. Internal Communications. Investor Relations.
    Everyone is looking for ideas. Everyone is doing their own content production. Everyone is saying different things.
  • Like I indicated before, you should all be saying the same thing, just to different audiences.
    So bring the teams together and build the editorial content strategy and content pillars TOGETHER.
    This becomes your corporate narrative.
    Have the editorial content meetings TOGETHER
    Here’s how it works….
  • Took about 18 months to execute at Bombardier – not easy
    You may have to adapt along the way according to your team’s needs
    EXAMPLE: Stephanie Laforest – Content Ecosystem
  • Example of a functioning calendar
    See the dates of publication, what channel it’s on, type of content (video, article, etc…) owner, etc…
  • - But more isn’t necessarily better, so what did the results actually show?
  • - Communicator engagement = how satisfied the content creator was with the work
  • So, what did we learn?
    Doing all of this will lead to more content; better quality content; more engaging content; AND highly satisfied content creators
  • - One final thought, a quote…

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