marketmix 2013 - storytelling as part of your content marketing plan
DESCRIPTION
Presentation delivered at MarketMix 2013 by Andy Boyer of Relaborate, describing how to leverage storytelling as part of a Content Marketing Plan.TRANSCRIPT
![Page 1: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/1.jpg)
AS PART OF
YOUR CONTENT
MARKETING PLAN
Andy Boyer, Relaborate
STORY
TELLING
![Page 2: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/2.jpg)
@aboyer | @relaborate
My Dream
![Page 3: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/3.jpg)
@aboyer | @relaborate
My first real baseball job!
![Page 4: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/4.jpg)
@aboyer | @relaborate
![Page 5: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/5.jpg)
@aboyer | @relaborate
![Page 6: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/6.jpg)
COMPARE THAT TO AN ALTERNATIVE…
![Page 7: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/7.jpg)
@aboyer | @relaborate
About Me
• Andy Boyer | @aboyer | [email protected]
• Experience with RealNetworks, Microsoft, Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i
• Currently run a content marketing software company called Relaborate
• Teach Entrepreneurial Marketing at the University of Washington
![Page 8: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/8.jpg)
@aboyer | @relaborate
Or…• Andy Boyer | @aboyer | [email protected]• Experience with RealNetworks, Microsoft,
Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i
• Currently run a content marketing software company called Relaborate
• Teach Entrepreneurial Marketing at the University of Washington
![Page 9: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/9.jpg)
@aboyer | @relaborate
Or even…• Andy Boyer | @aboyer |
[email protected]• Experience with RealNetworks, Microsoft,
Amazon, Imagekind, Movaya, GotVoice, Spring Creek Group, Social3i
• Currently run a content marketing software company called Relaborate
• Teach Entrepreneurial Marketing at the University of Washington
![Page 10: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/10.jpg)
@aboyer | @relaborate
But this isn’t a presentation about Slides
![Page 11: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/11.jpg)
@aboyer | @relaborate
It’s about Stories
![Page 12: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/12.jpg)
@aboyer | @relaborate
Why are marketers telling stories?
![Page 13: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/13.jpg)
@aboyer | @relaborate
“Find a Shared Worldview”
![Page 14: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/14.jpg)
@aboyer | @relaborate
![Page 15: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/15.jpg)
@aboyer | @relaborate
http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing
![Page 16: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/16.jpg)
@aboyer | @relaborate
http://www.slideshare.net/mweigel/how-to-not-fail-16647530
![Page 17: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/17.jpg)
@aboyer | @relaborate
http://www.slideshare.net/mweigel/how-to-not-fail-16647530
![Page 18: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/18.jpg)
@aboyer | @relaborate
Clutter / Storyarcs
We have too much clutter to make sense of it all
![Page 19: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/19.jpg)
@aboyer | @relaborate
So, what makes a good story?
![Page 20: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/20.jpg)
ACT I A Hero and the
Introduction of a Challenge
![Page 21: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/21.jpg)
![Page 22: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/22.jpg)
@aboyer | @relaborate
![Page 23: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/23.jpg)
@aboyer | @relaborate
http://www.fiestamovement.com/
![Page 24: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/24.jpg)
ACTIIValidation, Tests, More Challenges
![Page 25: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/25.jpg)
@aboyer | @relaborate
SEO MOZ
The SEOmoz Story:You will be smarter for being part of our tribe
![Page 26: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/26.jpg)
@aboyer | @relaborate
The Tom’s of Maine Story:Starting with the people who want to hear the story
![Page 27: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/27.jpg)
@aboyer | @relaborate
The Dollar Shave Club Story:Shaving shouldn’t be so expensive
![Page 28: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/28.jpg)
ACT III Resolution
![Page 29: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/29.jpg)
@aboyer | @relaborate
![Page 30: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/30.jpg)
@aboyer | @relaborate
![Page 31: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/31.jpg)
@aboyer | @relaborate
I’ve brought along some friends to tell their stories
![Page 32: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/32.jpg)
@aboyer | @relaborate
Rebecca Lovell, Vittana
![Page 33: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/33.jpg)
@aboyer | @relaborate
Billy PettitPillar Properties and Merrill Gardens
![Page 34: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/34.jpg)
Bill Sleeper, Merrill Gardens
![Page 35: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/35.jpg)
![Page 36: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/36.jpg)
4th story – Vittana.org
![Page 37: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/37.jpg)
![Page 38: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/38.jpg)
@aboyer | @relaborate
The Lyric Capitol Hill
![Page 39: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/39.jpg)
@aboyer | @relaborate
![Page 40: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/40.jpg)
@aboyer | @relaborate
Here’s how your company can tell your stories
![Page 41: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/41.jpg)
@aboyer | @relaborate
1. ASK
![Page 42: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/42.jpg)
@aboyer | @relaborate
2. Plan
![Page 43: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/43.jpg)
@aboyer | @relaborate
3. Write
![Page 44: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/44.jpg)
@aboyer | @relaborate
4. Bewhere your tribe is
Source: cloudforprofit.com
![Page 45: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/45.jpg)
@aboyer | @relaborate
5. Listen to your ratings
![Page 46: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/46.jpg)
@aboyer | @relaborate
Ask
Plan
WriteDistribute
Listen
![Page 47: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/47.jpg)
@aboyer | @relaborate
RECAP
Stories can connect through the clutter
It is easy to watch and learn from other storytellers
All you need is a hero, a challenge and a resolution
Everyone in your company can be a source of storytelling inspiration
![Page 48: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/48.jpg)
@aboyer | @relaborate
YOUR TRIBE IS LISTENING
![Page 49: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/49.jpg)
Content Marketing, Simplified
Thanks!Email me: [email protected] at: www.relaborate.comFollow us on Twitter: @Relaborate
![Page 50: MarketMix 2013 - Storytelling as Part of Your Content Marketing Plan](https://reader033.vdocument.in/reader033/viewer/2022060116/5580a924d8b42aa0448b509b/html5/thumbnails/50.jpg)
@aboyer | @relaborate
Images• http://mhstcadets.blogspot.com• http://www.slideshare.net/BigBlueMoose/storytelling-and-content-marketing• http://www.cultofmac.com/194421/5-things-steve-jobs-would-have-been-proud-of-at-apple-in-2012-feature/• http://en.wikipedia.org/wiki/File:Question_mark.png• www.cloudforprofit.com• http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/• http://www.michaelbransonsmith.net/blog/tag/silent-movies/