using storytelling in marketing at commbebiz 2017 | lucy blanchard head of uk marketing | ayming

Lucy BlanchardHead of UK Marketing, Ayming

21st February 2017

The Importance of

Storytelling in Marketing

2

Biography

3

Storytelling: what’s the big deal?

4

Context

The media landscape is changing

5

Step 1

What are your objectives?

6

Step 2

Know your audience

7

The most important question…

8

Attract, engage & disseminate

9

Step 3

What are your key messages?

10

Step 4

Bring your messages to life

Quotes & Third Party Validation

Back Stories

Images

Info-graphicsStats

& Data

Benefits

€173m group

turnover in 2015

Quotes

20,000+ clients

worldwide

11

Step 5

Tell your story in a number of ways

Infographics

‘Soundbites’

for social

Videos

PR

Blogs &

Articles

Events,

webinars,

presentations

Direct

Marketing

12

For example…

Infographics

13

For example…

Diffusing large content into smaller pieces

14

Step 6

What does success look like?

15

Step 7

Make your content & communications work harder

16

Checklist

What are your objectives?

Understand your audience

Identify your key messages

Bring those messages to life

Tell your story…

Regularly

In a number of ways

Across multiple channels

What does success look like?

Repurpose, recycle & re-use!