the strategy behind your online story

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@staceykgordon @suiteseven

Post on 17-Sep-2014

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Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them feel part of a brand experience. You have a unique story to tell them and plenty of places to tell it — but without an integrated content strategy, your brand story can quickly become fragmented and fall flat. In this session, Stacey King Gordon from Suite Seven, a content strategy and brand communications consultancy, talks about how you can develop your unique point of view and a framework for what content you publish on your social media and other marketing channels. Learn why content is so important to building your brand, and how to develop a sustainable content plan even when you have limited resources.

TRANSCRIPT

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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