4. 8
The Power of Story
At our core, we seek meaning &
connection.
Storytelling is in our DNA.
Stories have the power to challenge
us, educate us, excite us—and move us!
Not about what you say—it’s about
what they value & remember.
“The Storylistening Trance” (Brian
Strum
6. More Storytelling, Less Marketing
JOURNALISTS
Liberal Arts Training
Find & Report the Story
Facts & Sources
Intent to Inform
Business School Training
Create the Story
Facts to Fit
Intent to Sell
BIAS
OBJECTIVITY
MARKETERS
9
7. Case in Point
9
Early 2018 Texas Monthly Ethics
Scandal with Tim Taliaferro &
Bumble CEO Whitney Wolfe Herd
Columbia Journalism Review
reported Bumble ‘promised’ to pay
$25,000 on social media push to
promote the cover story
Chain of emails created challenges
for Taliaferro - removed as Editor in
Chief in March
9. Connect to Inspire
Create a connection and tell a
story that inspires them to take
the next step.
Engage to Educate
Engage to educate audiences
about your brand & how you can
help them. Motivate to
Action
Move them from
awareness to
action to take the
next step.
SMS
@
The Storytelling Arc
10. The Storytelling Roadmap
Brand
Storytelling
Message Development
Identify the Message
Develop the Story
Map the Message
Building Storytellers
For Brand Building
For Selling
For Thought Leadership
For Internal Communications
Feeding the Pipeline
Establish Content Calendars
Define Editorial Process
Streamline Writing & Editing
Repurposing Content
Sharing & Measuring
Monitor & Measurement
Channel-specific Strategies
PESO Content Integration
18
Strategy Development
Audits & Strategic Planning
Audience Mapping
Analytics (SEO & Keywords)
Engagement Path / KPIs
Policies & Protocols
14. The way we
perceive and
process information
impacts the
decisions we
make and the
actions we take.
15. make it personal | use vivid descriptions | share stories
when to use
how to capture
introduce ideas | gain support | align with ideas/brands
when to use
advocate for a choice | change direction | seek agreement
how to capture
describe & create buy-in | provide data & expertise |
share benefits & facts
Heart Share
Mind Share
12
Creating Powerful Content
19. 20
Explore through Audiences’ Eyes
Brainstorm Outside Your Typical Sphere
Think Like a Reporter - Find the Story
Ask Good Questions &
Ask the Next Question
Find & Share Your Great Stories
Weave in Your Messages through
Showing, Not Just Telling
20. 21
Establish Clear Roles & Responsibilities
Contributors: Generates content ideas and develops stories. Also supports reporting.
Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them.
Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also
write content. Edits & approves content.
22. 22
How Do You Define Success?
Which destinations should you elevate?
What are your key performance
indicators for each?
Which drivers should you elevate?
How often are you measuring?
How are you using your data to make
new decisions?
23. 23
Brand Building
Focus on output-based goals
Softer calls to action (learn more)
Introduce, invite & create awareness
Measures could include
‣Traffic type & source
‣ Bounce rate
‣ Individual post performance
Broader conversion path
Sales Building
Encourage specific action
Clear, pre-defined path for conversion
Specific calls to action (download/sign up)
Measures could include
‣ Email open rates
‣ Click-through conversion points
‣ Additions to database
‣ Donations/sales
Focus on outcome-based goals
