1. Content Storytelling MKTG5605: Digital Brand and Product Management March 16, 2015

2. How is storytelling used in Marketing?

3. Marketing isn’t persuasion, manipulation, or even selling

4. The most successful brands are connect with their audience

5. Remember The Brand Brief Brand Idea – What are you? Personality – Who are you? Brand Idea – What are you? Personality – Who are you? Driving Purpose - Start with why Desired People - Who cares about you? Distinct Offering - What makes you unique? Differentiated Process - How are you unique? Driving Purpose - Start with why Desired People - Who cares about you? Distinct Offering - What makes you unique? Differentiated Process - How are you unique?

6. How to Structure Your Story

7. The Structure of a Good Story Describe the basic situation in an easy way Helps establish common ground Makes the situation problematic Keep the complication clear Why are you there? Flow naturally from the situation and complication Raises a twist in the mind of your audience? Finding or conclusion What is your key point?

8. What’s Your Homepage? 8

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11. Rethinking Your Website 11

12. Connecting Your Channels 12

13. Connecting Your Channels 13

14. Types of Content Blog posts Feature articles Product reviews Product pages Press releases White papers Case studies Videos Webinars and presentations Podcasts Photos 14

15. Product Pages Use imagery and video where it makes sense 15

16. Product Pages Provide customer reviews – good and bad Never forget the objective of the page 16

17. News and Event Pages Use Media & Influencers to share the stories 17

18. How does storytelling differ in the business world?

19. Data-Driven storytelling presents new opportunities and uncovers problem by analyzing trends, traffic sources, ad channels, and conversion funnel

20. Customer Personas 20

21. Customer Personas Meet Sydney. She is busy. Her time is in high demand, she hardly has a chance to stop and think. Increasingly, she relies on her phone to stay connected. Data: How much of your traffic is mobile? Versus last year? Back up your story. 21

22. Customer Personas Sydney escapes into her phone. She may launch into an ebook app to sneak in a couple chapters. Or she may skim Pinterest for inspiration or just plain fun. Or she may read the newest message from her favorite daily lifestyle email company. Either way, her phone is back in her pocket in less than 5 minutes or as few as 30 seconds. Empathy: Who doesn’t relate to this? 22

23. Customer Personas When she gets home, Sydney grabs her iPad for a little leisure me-time. It’s been less than an hour since she last checked social media, but she’ll start here anyway. If she has the time, money and inclination, she searches for a brand name that she read about earlier. The brand sounded sophisticated and chic – right up her alley. It’s not the first time she’s heard about it, and her social channels generally generate worthwhile recommendations. It’s time to check them out. 23

24. What to Focus On Don’t talk about CTR Keyword Ranking Likes Visits Conversion Rate Basket Size Talk About Missed Revenue Opportunities Category Coverage Purchase Consideration Qualified Customers Business Impact LTV 24

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26. T.hanks!