the power of storytelling in content marketing
TRANSCRIPT
The Power of StorytellingWordCamp Barcelona 2016
Ilia Markov www.markovunchained.com @nochainmarkov
• Content marketer for over 2 years
• Digital marketing consultant
• Culé, been to 1 El Clásico (we lost 0-3 😞)
A bit about myself…
Storytelling is a superpower
It can change people’s behavior.
Meet Timmy
Timmy has a dream…
Timmy wants his “business” to succeed
Timmy’s heard of storytelling, but…
I don't think it works
How do I use it?
Why should I care?
What is it?
What makes a great story?
What is storytelling?
A structured method of communication
StoryCharacter Plot
A tool to share ideas
Storytelling has been with us since the beginning
Chauvet Caves, France
Do we really need stories?
Our brains are overloaded
Storytelling works
Source: buffer.com
Does it really?
Well…only if you believe in science
Source: NPR
Stories are like a mojito for your brain
Brain chemistry affects behavior
Source: Future of Storytelling
Source: BrainPickings
Stories work like magic
Source: PGAVdestinations
Your brain lives the story
“With his long nails, the boy scraped down the blackboard.”
What makes a great story?
Great start…but not enough
StoryCharacter Plot
Lead with people…
= Great Story!
+
Desire Conflict
…and follow a ‘Dramatic Arc’
Source: aeon
How can you use it?
(And when you shouldn’t)
Stories create impactful case studies
• Problem of client = The dragon
• Your product = Sant Jordi
• Use product to overcome challenge →
Source: writtent
Charmin (Charmin Bears)
Frosted Flakes (Tony the Tiger)
Keebler (Keebler Elves)
Mr. Clean (Mr. Clean)
M&Ms (Spokescandies)
Nesquick (Nesquick Rabbit)
Cheetos (Chester Cheetah)
Green Giant (Sprout / Green Giant)
Travelocity (Gnome) -63%
-16%
+35%
+51%
+82%
+182%
+203%
+279%
+585%
Brand characters can help market ‘unconventional’ products
Boost in shares on Facebook by using brand character
If they can do it with toiler paper…
…you have no excuse
Having clarity on your own story is the easiest way to build culture and
motivate people
– Tony Hsieh, Zappos
“Our number one priority is company culture. Our whole belief is that if you get the culture right, most of the other stuff like […] building a
long-term enduring brand will just happen naturally on its own.”
Don’t use stories when your customers expect a straight answer
Summary
• Storytelling is a tool for sharing ideas
• It helps you cut through the noise and create a compelling message for your business
• It works on the brain to change people’s behavior
• Good stories start with people (desire+conflict) and follow a ‘Dramatic Arc’
• You can tell stories both externally and internally
– Nir Eyal, Hooked
“If it can’t be used for evil, it’s not a superpower.”
You may think these are stupid…
…but they might as well be the best storytellers
Be mindful of how you use your superpower
@nochainmarkov
Before I finish…
Thank you!
http://nocha.in/WCBcn16
It’s time for your questions…
ResourcesBooks
• The Seven Basic Plots: Why We Tell Stories, Christopher Booker
• Delivering Happiness: A Path to Profits, Passion, and Purpose, Tony Hsieh
Articles
• How to use storytelling to connect with your customers, HelpScout
• How Experts Write Case Studies that Convert, Not Bore, Zapier
• What Storytelling Does to Our Brains, Buffer
• The Science Behind the Power of Storytelling, Contently’s The Content Strategist
• The Science of Storytelling & Memory and Their Impact on CRO, ConversionXL
• Why Storytelling Matters: a Data-Driven Answer, writtent
• The Neurochemistry of Empathy, Storytelling, and the Dramatic Arc, Animated, Brain Pickings
• Dramatic Structure, Wikipedia (explanation of the “Dramatic Arc” concept)
Video
• Tony Hsieh on corporate storytelling
• Future of StoryTelling: Paul Zak