how stories can boost your marketing success - jan 28 panel norcal bma

Welcome NorCal BMA January Monthly Meeting

5:30 pm Registration & Networking

6:25 pm Announcements

6:30 pm How Stories Can Boost Your Content Marketing Success Moderator: Laura Ramos

Panelists: Jeff Paris& Clay Hausmann

7:30 pm Networking

8:00 pm Adjourn

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Sue Bethanis CEO/Founder Mariposa Leadership INFLUENCE & IMPACT: Getting Your Innovative Ideas Noticed! · What executive presence is needed to sell ideas to peers and upper management · How to influence internal colleagues to support and "green light" your idea · How to deal with resistance to a great idea Sue will share real work examples from her work as an executive coach. You'll leave the session with tips on how best put influencing skills into action to get the resources and buy-in you need to move from idea-to-innovation.

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Thank You to Tonight’s Sponsors!

Tonight’s Speakers

Laura Ramos Vice President, Principal Analyst at Forrester Research Panelists: •  Jeff Paris, SVP, MRM//McCann West •  Clay Hausmann, Principal at treatment.

Content Marketing: How Stories Can Boost Your Content Marketing Success

How Stories Can Boost Your Content Marketing Success Laura Ramos, Vice President, Principal Analyst Forrester Research, Serving CMOs

January 28, 2015

“A tale shall accomplish something and arrive somewhere.”

– Mark Twain

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

Agenda

›  Forrester’s recent research on the state of content marketing

› Why stories matter › Clay Hausmann – screenwriting and

storytelling

›  Jeff Paris – telling better B2B stories › Discussion!

© 2015 Forrester Research, Inc. Reproduction Prohibited 13

Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report

B2B marketers admit their content doesn’t engage buyers or deliver value

© 2015 Forrester Research, Inc. Reproduction Prohibited

B2B buyers aren’t engaged with it

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Source: December 2014, “Brief: B2B Content Fails The Customer Engagement Test” report.

What makes content “engaging”?

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Source: Forrester qualitative research

B2B websites fail the engagement test

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Source: November 20, 2014 “Tell Stories To Connect With Business Buyers” Forrester report

Current approaches misfire “Why is it difficult to develop engaging content?”

© 2015 Forrester Research, Inc. Reproduction Prohibited 18

Source: January 21, 2014, “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014” Forrester report and upcoming 2015 report.

A lot of resources are wasted

Hypothetical $1B+ company

Average spent on marketing programs

Average spent on content marketing

Of content buyers find useless.

Estimate of resources/effort wasted as result of poor content

7% 9%

$ 4M

© 2015 Forrester Research, Inc. Reproduction Prohibited 19

Why is storytelling important?

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We are “wired” to tell and respond to stories

Source: Uri Hasson, Associate Professor of Psychology, Princeton University

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Good stories follow time-tested patterns “Freytag’s pyramid”

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Good stories build audience empathy

© 2015 Forrester Research, Inc. Reproduction Prohibited

A good story checklist Every story needs: Notes and explanation: 1) A reason to care •  Give it purpose, connection, emotional

core •  A story should call to us or act as a

response

2) Characters to care about •  Characters are the vehicles to carry the story forward

3) A problem •  We are programmed to be compelled by narrative that has tension

•  A problem serves as the anchor of the story

4) Acceleration and deceleration •  We want the action to shift •  Think of it like a long car ride

5) A conclusion appropriate to the story

•  Don’t just end. Complete the tale by taking the characters to their final destination

Source: Chuck Wendig, Terribleminds.com

© 2015 Forrester Research, Inc. Reproduction Prohibited

Jan 28: This Evening’s Panelists How Stories Can Boost Your Content

Marketing Success

Clay Hausmann Principal

at treatment

Jeff Paris SVP, Group Creative Director

at MRM // McCann

The  Treatment  of  Story.  

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Tools  of  the  Screenwriter  

-­‐  Strictly  Confiden+al  -­‐    

Inciting Incident Theme Story beats Controlling Idea Act Climax

Protagonist Antagonist Genre Scene Open ending Tone

Premise Character Setting Backstory Closed ending Conflict

Resolution Synopsis Logline Look book Treatment Dialogue

-­‐  Strictly  Confiden+al  -­‐    

Strategy

Execution story.

Inefficient.

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Strategy

Execution

Inconsistent.

story.

Inefficient.

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Strategy

Execution

Ineffective.

story.

Inefficient.

Inconsistent.

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Strategy

Execution

Insulated.

story.

Inefficient.

Inconsistent.

Ineffective.

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Strategy

Execution

Language becomes simpler.

Customer-centric from the start.

Story replaces description.

No translation cycles.

story.

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$135B!

$91B!

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CLAYHAUSMANN

10

story structure by

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Characteristics

Genre0DMRU��$FFHVVLEOH� ,QQRYDWLRQ

Controlling idea3HRSOH�WKULYH�LQ�EXLOGLQJV�ZKHUH�ZLQGRZV�SURYLGH�RQO\�WKH�EHVW�RI�WKH�RXWVLGH�ZRUOG�

Inciting Incident

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Intelligence Value creation

Comfort/WellnessSex appeal

19

19 -­‐  Strictly  Confiden+al  -­‐    

19 -­‐  Strictly  Confiden+al  -­‐    

19 -­‐  Strictly  Confiden+al  -­‐    

19 -­‐  Strictly  Confiden+al  -­‐    

CLAYHAUSMANN

10

story structure by

$W�WKH�ÀUVW�LQVWDOODWLRQ�DW�WKH�:�KRWHO�LQ�6DQ�)UDQFLVFR��WKH�EDUWHQGHU�WHDFKHV�XV�WKDW�WKH�EHQHÀW�LV�IDU�JUHDWHU�WKDQ�VXVWDLQDELOLW\�

Characteristics

Genre0DMRU��$FFHVVLEOH� ,QQRYDWLRQ

Controlling idea3HRSOH�WKULYH�LQ�EXLOGLQJV�ZKHUH�ZLQGRZV�SURYLGH�RQO\�WKH�EHVW�RI�WKH�RXWVLGH�ZRUOG�

Inciting Incident

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Intelligence Value creation

Comfort/WellnessSex appeal

www.treatmentofstory.com!!

clay@treatmentofstory.com!

Telling  be3er  B2B  stories  January  28,  2015    

Jeff  Paris  SVP/Group  CreaEve  Director  •  MRM//McCann  West  includes  Salt  Lake  City  and    San  

Francisco  Offices  •  380  professionals  specializing  in  B2B  markeEng  •  Salt  Lake  City  is  the  B2B  agency  of  record  for  Intel  

RATIONAL  

The  way  most  businesses  think  about  content  markeEng  

62  Percent  of  execuEves  who  say  they  rely  on  “gut  feelings”  when  making  decisions  and  that  so\  factors  should  be  given  the  same  weight  as  hard  factors.*  

*Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  

61  Percent  of  execuEves  who  agree  that  human  insights  must  precede  hard  analyEcs  when  making  decisions.*  

*Only  Human:  The  EmoEonal  Logic  of  Business  Decisions.  Fortune  Knowledge  Group  in  collaboraEon  with  Gyro.  2014  

B2B  decisions  are  frequently  more  emo1onally  connected  than  consumer  

brands.      

Yet  communicaEons  are  typically  very  raEonal.  

By  telling  emoEonal  stories,  we  help  our  clients  create  deeply  engaged  and  

enthusiasEc  champions  who  are  willing  to  speak  up  when  decisions  are  made.  

RATIONAL  

The  way  smart  businesses  think  about  content  markeEng  

EMOTIONAL  

Three  Eps  for  more  powerful  B2B  content.  

“RaEonal”  is  a  great  place  to  start.  1  

Explode  your  raEonal  content  in  more  emoEonal  ways.  

}  

Making  big  data  more  human.  

Be  more  human.  2  

Intel  product  demo  video.  

See:  h3ps://www.youtube.com/watch?v=OozkSuwlJw0  

No,  really.  You  can  be  more  human.  2  

If  cables  were  people:  HDMI  

See:  h3ps://www.youtube.com/watch?v=Nq_-­‐bXhdQRc  

Schedule  story  Eme.  3  

The  Friday  Fast  Five.  

Since  May,  2014  @IntelEDU  has  gone  from  1,600  followers  to  210,000  

Tell  B2B  stories  with  these  three  Eps:  1.  ‘RaEonal’  is  a  great  place  to  start.  2.  Be  more  human.  3.  Schedule  story  Eme.  

Thank  you.  jeff.paris@mrm-­‐mccann.com    

© 2015 Forrester Research, Inc. Reproduction Prohibited 69

Questions and discussion….

Clay Hausmann Principal

at treatment

Jeff Paris SVP, Group Creative Director

at MRM // McCann

© 2015 Forrester Research, Inc. Reproduction Prohibited 70