the strategy behind your online story
Post on 17-Sep-2014
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@staceykgordon@suiteseven
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Earned media earns trust.
92%of consumers trust “earned media”
47%of consumers trust TV or print paid ads
Nielsen’s Global Trust in Advertising Survey, 2012
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Social media is importantto small businesses.
83% of businesses in 2012 agreed that social media was important to their business for:
•Building awareness•Driving traffic to their websites•SEO
Social Media Marketing Industry Report, 2012
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Consumers are overwhelmed with marketing.
1970500 messages every day
2013
3,000to
30,000 messages every day
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The same ol’ same ol’ … isn’t working anymore.
"Advertising is so ubiquitous that it's turning people off. It's desensitizing people to the message.”- Rance Crain, editor in chief, Advertising Age 8
online ads fail to reach their desired audiences
10out of
63%of consumers say they ignore Internet ads
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When is social media going to start working for us?
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Should I be on Twitter?
Should I join Pinterest?
Do I need to blog?
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WHAT STORY AM I TRYING TO TELL?
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95%of all blogs are abandoned
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Mission
Point of View
Unique Voice
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“Brands are media. Marketers are editors, or at least need to start thinking like editors and producers if they don’t”
— C.C. Chapman, Content Rules
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Get specific about:
What you’re going to say
Where you want to say it
How you’re going to say it
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Biggest challenges with content marketing
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Small businesses:
Do a few things well
Think smarter
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• Touch on themes they’re already familiar with
• Discuss topics that resonate with them
• Create an element of surprise or freshness
Tell Stories that Mean Something to Your Audiences
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VALUE
Entertain
Inspire
Educate
Support
Connect
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1. Present some kind of unexpected challenge or emotional hook.
2. Create a sense of “me to we.”
3. Be authentic.
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Lake City, SC
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THE STORYMAKES YOUR PRODUCT BETTER
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• Why are you here?• What gets you up in the morning?• What does it mean to you to be
putting your products into the world?
Talk from the heart!
Your business
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Talk about others
12X more than you talk about yourself.
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• What fascinating things or stories do you encounter in your work?
• Do you meet interesting people?• Do you work with people who have
unique knowledge?
Build a community!
Your experience
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• How do you come up with ideas?• What inspires you?• How does an idea evolve?
Your process
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Know your audience!
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WHAT DO THEY NEED
THAT I CAN UNIQUELY GIVE THEM?
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Your strategy sweet spot
What your stories are
What your audience cares about
WHERE YOUPLAY
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Themes and topics Channels
Frequency Curation
What your stories are
What your audience cares about
WHERE YOUPLAY
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“At our core, our company is about storytelling … If you’re genuinely passionate about what you’re doing, it’s going to come through.”
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Winbrandfans!
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THANK YOU!
www.suiteseven.com/wja
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