whats your story presentation to business league falmouth 22/10/09
DESCRIPTION
Presentation to Business League Falmouth 22/10/09 - importance of having a consistent and engaging content strategy built using stories.TRANSCRIPT
What's your story?What's your story?
Andy Coote
Bizwords
Marketing has always been Marketing has always been
a CONa CON
In factIn factMarketing has always been Marketing has always been
TWO CONsTWO CONs
CONtentCONtent
CONtextCONtext
ContentContent
ContextContext
Now a third CON is importantNow a third CON is important
CONversationCONversation
ConversationConversation
Common Issues with Content Common Issues with Content
TacticalNo common themes/approachesDry ‘essay’ EnglishInconsistent
– message– tone – image
Common Issues with ContentCommon Issues with Content
Content fragmented; audience is notDifferent messages coming through these
uncoordinated channelsBrand gets muddied and confused.Customers don't buy Because they don't understand what the
business is about
CommunicationCommunication
Instantaneousunlimited reach.Your message can be broadcast across the
world in secondsworth investing time into putting some
basics in place.
Just what IS the story?Just what IS the story?
ContentContent
Critical part of Brandneeds to be
– Consistent– Effective– Engaging– Hence 'stories‘
Must contribute to building the right image Sustained by the actions and behaviours of the
business
AudienceAudience
What interests them and what they know already
how they talkwhat they are talking aboutwhat we want them to knowwhat you want them to DOwhere we can reach them
What you want them to DOWhat you want them to DO
Not all hard sell Possible outcomes may be that they
– read more– share information with others– give you feedback– start a conversation with you– express an interest in your product or service– Qualify out or Buy
Important to be clear what you want And have a fallback outcome
Generating ContentGenerating Content Stories Themes Orient to Audience Sequence of Communications Articles - Press Releases – Collateral Conversations Signposting (Twitter/Facebook/Linkedin) Measure Revise story/new audience Do it over again
Example StructureExample Structure
Opening – set the scene and engageProblem – why should you read this?Options – what might we doSolution – what you recommend is doneCall to action – offer the next steps
ContextContextand Conversationand Conversation
Delivery across multiple platforms/channels – The reader chooses how to interact with your
content – Gives permission to develop your conversation
So mix and match the delivery methods Ensure the story and the tone
are delivered consistently.
Writing OptionsWriting Options
Book – 30 – 80K words
Blog – 100 words Web Page – 300 words
Article – 1000 words
White Paper – 3000 words
ebook – 5 –10k words
Tweet – 140 characters
Questions?Questions?
Thank you for listeningThank you for listening
ContactAndy Coote
www.bizwords.co.uk
07949 813784