Why Content Marketing & Storytelling Are Important
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This document discusses content marketing and storytelling. It defines content marketing as a strategic approach focused on creating valuable content to attract and retain an audience to ultimately drive customer action. It discusses the importance of different types of content like audio, imagery, written word and video to tell stories. It also discusses seven basic story plots and how they can apply to marketing. The document provides examples of how major brands effectively use storytelling and content marketing. It offers tips for smaller brands on creating engaging content using different content types and distribution channels.
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Why Content Marketing & Storytelling Are Important
- 1. Content Marketing & Storytelling Why are they important? What are the characteristics of good stories and compelling content?
- 2. Who am I? 2 Ben M Roberts 8 years work experience Head of Marketing at Talkative The Marketing Buzzword Podcast Keynote Conference Speaker Writing my first business book
- 4. What is Content Marketing? 4 “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”– Content Marketing Institute–
- 5. 5 Types of Content Audio Imagery Written Word Video
- 11. All of these are used to create stories 11
- 12. According to Christopher Booker There are 7 basic Story plots Can you name them? 12
- 13. 13 Rebirth Comedy Tragedy Rags to Riches The Quest Overcoming the monster The Voyage & Return
- 14. Great, but this isn’t an English class. How does it apply to marketing and PR? 14
- 15. The role of marketing and PR is to . . . 15
- 16. 16 What is the point? Inform? Persuade? Educate? Inspire? Research?
- 19. Lots of the big brands are at it 19
- 24. Workshop 1: find a brand you think that creates engaging Content/stories 24
- 25. What do all of these have in common? 25
- 26. We’ve always told stories, brands have just started getting better at it. 26
- 27. Now we’ve looked at the reasoning behind stories and how the big boys roll with them. Let’s look a little more practically . . . 27
- 28. 28 Types of Content Audio Imagery Written Word Video
- 29. 29 Smaller brands and individuals have to be smarter. With smaller budgets and Pay-to-Play they have to be more innovative, and create content that will resonate with their audience (naturally)
- 30. The Holy Trinity 30 These all feed into each other, you cannot have success without considering all. SEO Content Social
- 32. 32 The Easiest Way to Become a Successful Writer The Fastest Way to Clean a Deer Skull Why You Should Forget Facebook Productivity Strategies Backed By Science What Successful People Do Before Going to Bed 10 Awesome Headlines that Drive Traffic and Attract Readers
- 33. 33 Ask, "what is the single, most important point I want my readers to take away from this article?" Decide the best way to communicate that single takeaway Write a few different headlines for each piece of content, then choose the best Ask others. Give them your ideas, and see which one they like best. Always ask why Keep a log of which types of headlines work best for your target personas. Use them shamelessly Here's how to choose which type of headline to use
- 34. The Medium and Type 34
- 35. 35 You don’t have to post everywhere. You need to be where your customers are. Identify who your target market is. What will resonate with them?
- 36. 36
- 37. Use Imagery! 37
- 38. 38 Based on Alexa data: 55.2% of the traffic to Google is at www.google.com, 24.7% goes to mail.google.com, while 10.1% of the traffic is at images.google.com
- 39. 3 9
- 40. 40 CC0 Websites – Free, no attribution needed
- 41. SEO 41
- 42. 42 Keywords – Short Tail Vs Long Tail
- 43. 4 3 Structure – Header tags, Meta Data, URL length
- 44. 44 Linking – How does it work? What does it mean?
- 45. Distribution 45
- 46. 46 Social Media – Facebook, LinkedIn, Instagram Guest Blogging – Posting on other peoples websites PR submission websites – PR Newswire, Business News Wales Email Newsletters – Sharing with opted-in readers If you don’t distribute, the time and effort spent creating is wasted.
- 48. 48 It all depends on the goals of you and your business It could be views, shares, backlinks You have to find a way of measuring. It gives your content a purpose. What is your purpose?
- 49. Workshop 2: Put yourself as a design team for a brand. Create a story or ideas for content. Choose the mediums and the types. Consider distribution & Measurement 49
- 50. 50 Put your personality & experiences into your content! Build a portfolio. It doesn’t matter what the subject is, as long as you can demonstrate ability to be creative, write clearly and understand the core competencies. What do you need to do going forward . . .
- 51. Thank you 51
- 52. 52 Ben M Roberts Head of Marketing Talkative ben@ben-m-Roberts.com Talkative.uk Marketingbuzzword.com Twitter @Roberts_ben_m LinkedIn Ben M Roberts
Editor's Notes
- Overcoming the monster
- The quest
- Comedy
- Rebirth
- Boring industries.
- Boring industries.
- Make My Life Easier Headlines The Race If I were you Backed by Science Why X does X Don’t miss anything
- Make My Life Easier Headlines The Race If I were you Backed by Science Why X does X Don’t miss anything
- Make My Life Easier Headlines The Race If I were you Backed by Science Why X does X Don’t miss anything