storytelling vs messaging
TRANSCRIPT
STORYTELLING VS. MESSAGING
Shift your communications strategy to programmatic storytelling.
Awareness Desire
Action
Storytelling Journey
– Bill Baker, BB&CO Strategic Storytelling
“Corporate messages are one-way communications;
corporate stories are conversations.”
INSPIRE LOYALTYGood storytelling engages the audience and leads them on a journey from awareness to action. And loyalty.
A benefits-centric messaging approach can be powerful, if focused and cohesive, but it won’t captivate on an emotional level or inspire a feeling of belonging.
STORYTELLING MAKES INFORMATION COMPELLING
WHAT IS STORYTELLING?
• Storytelling is the art of using words, visuals, and music to reveal a subject in a way that engages the listener and touches their emotions.
WHY SHOULD I CARE ABOUT STORYTELLING?
• Storytelling is transformational. To spark action and inspire customers facing challenges, the information you provide must connect with the audience in a way they find authentic and useful.
Storytelling MessagingProvides an
emotional hook to connect your audience with
engaging experiences.
Prescribes a biased slant on the information
you provide.
Transforms information into understanding.
Dictates the information
communicated.
Viewed as trusted and acceptable for
sharing.Regarded often as marketing “fluff”.
3 KEY BENEFITS OF STORYTELLING• Establishes a common understanding
between the information provider and the audience.
• Links owned, paid, and earned content distribution channels through a central narrative.
• Connects with and engages the audience, turning content consumers into advocates.
EXTENDING CONTENT STRATEGY INTO STORYTELLINGOrganize
Organize your content creation experts into a centralized reporting and governance structure (can be cross-functional).
ACTION ITEMS• Define an editorial process and decision-
making workflow to support a centralized storytelling strategy
• Create an editorial programming calendarAuditCatalogue existing messaging and story themes and their interconnections, mapping these to your audience buyer’s journey.
ACTION ITEMS• Inventory content & conduct a gap analysis• Create a story map of existing topics and
themes• Develop/review behavioral personas
Validate Test story topics and themes to discover how your audience perceives your content.
ACTION ITEMS• Analyze usage (ex. views, change in traffic)
and response measure (ex. video plays, form completes) across channels.
• Conduct focus group testing for qualitative input.
Structure Draft content, including labelling for navigation/search and organization of content across media channels.
ACTION ITEMS• Design story flow prototypes based on a
central narrative• Create concept maps (relationships) of story
elements across owned, earned, and paid media
ProduceFlesh out your stories based on user feedback from testing; create, publish, and promote content.
ACTION ITEMS• Revise story flows• Write copy and develop media• Encourage user generated content
HOW TO START FAST• While conducting content housecleaning,
fund a small scrum team of Storytelling experts to develop a single narrative story with multi-media elements to distribute and test across your content ecosystem.
• Refine and repeat while your organization shifts to a programmatic storytelling execution process.
EPILOGUEEvery storytelling exercise should begin with an understanding of the audience perspective. What information do they desire and where do they go to find it?
Once you understand how and why your audience is consuming content, lead them to their final destination via a central narrative embedded in story elements you scatter like breadcrumbs across their trail.
In a corporate setting, this means your messaging will emerge as the conclusion to the stories you create.
THANK YOU!
For help designing your storytelling strategy and programs, email:
Linda Henry