the content marketing deluge: making it suck less

STORY WORLDWIDE2014

LET’S TAKE OVER ADVERTISING.

LET’S TAKE OVER ADVERTISING.SOMEONE HAS TO.STORY WORLDWIDE2014

CREATE CONTENT PEOPLE WANT TO SHARE.

IN THE POST ADVERTISING AGE, THE most effective STRATEGY IS:

• Dismiss the intermediaries.• Own the audience yourself.• Engage your audience with valuable content.• Encourage them to spread your contagious brand

stories.

NIELSEN GLOBAL SURVEY: What media do you trust? What influences your purchase decisions?

RECOMMENDATIONS FROM PEOPLE I KNOWCONSUMER OPINIONS POSTED ONLINE

EDITORIAL CONTENT

BRANDED WEBSITES

EMAILS

ADS ON TV

BRAND SPONSORSHIPS

ADS ON RADIO

ADS BEFORE MOVIES

TV PROGRAM PRODUCT PLACEMENTS

ADS SERVED IN SEARCH ENGINE REULTS

ONLINE VIDEO ADS

ADS ON SOCIAL NETWORKS

ONLINE BANNER ADS

2009 2012

THE BEST ONLINE ADS OF 2013 WEREN’T ADS

THE BEST ONLINE ADS OF 2013 WEREN’T ADS

TOTAL MEDIA BUDGET: $

0

TOTAL MEDIA BUDGET: $

MILLIONS

0.86% ENGAGED

THE CREATIVE CRISIS:GREAT TV IDEAS ARE ALL ABOUT A

burst of disruption.

GREAT DIGITAL IDEAS ARE ALL ABOUT

sustained conversation.

“To wrest advertising from the cold, dead hands of the traditional agencies, the content industry is going to have to master and improve some BASIC BRAND MANAGEMENT skills, including branding, strategic planning, media planning, and measurement.”

—Me, writing in Chief Content Officer Magazine

Want to take charge of the brand story? You must have a PROVEN, repeatable process for finding a brand’s core story.

WHAT WE CALLA STORY PLATFORM.

The Heart of a brandIt’s important to understand that a Story Platform isn’t a tagline or product descriptor. It’s not something that will appear in your advertising or something you’ll tell customers. Instead, it is the emotional and rational heart of your brand and all your messaging.

Unified NarrativeIt is the single thought that should be apparent in everything your brand communicates. It is the core narrative you want to deliver in every story that the brand and your employees, your customers and potential customers, the media and the general public tell about your brand.

STORY PLATFORMS ARE DERIVED FROM EDITORIAL PLATFORMS

THE BUSINESS

EXPERT

Find the bottom line

THE GUIDE TO BEING

BEAUTIFUL

We’re still pretty

THE INVESTIGATOR

Uncover the truth

HOWIT’SDONE.

A LITTLE TASTE…

19The Story Brand Discovery WorkshopCollaborative workshops with key internal stakeholders form the foundation for strategic development.

THERE ARE THREE PHASES of a Story Discovery workshop

Pre workshop research

Workshop day Workshop output

BEFORE THE WORKSHOP

Stakeholder questionnaire/interviews, client research immersion & desk research

ON THE DAY

A full day of collaboration among key stakeholders to complete narrative exercises led by Story

KEEPING MOMENTUM

Insights synthesis, Story Platform & Pillar development,output creation andconceptual ideation

1 2 3

Pre workshop researchINPUT Capture each of the strengths,

weaknesses, opportunities, threats

OUTPUTQuick SWOT analysis to

capture where we are today and where we are headed. Warm up the group with a familiar strategic exercise

EXERCISE

SWOT ANALYSIS

21

Understanding where we are - today

• SWOT analysisINPUT Capture each of the

groups’ list of metaphors, ask the full group which descriptors are most provocative and/or useful

OUTPUTBreak out groups utilize

descriptive language to expand the accepted notions of the brand

EXERCISE

THE MIGHTY METAPHOR

22

Using metaphors to tell the story

Mighty Metaphor and SWOT analysis exercises

INPUT Group determines which (if

any) archetype best represents brand character and what the consequences are

OUTPUTIntroduce and explain the

archetypes and their traits; use table sorting exercise to narrow down to top nominees

EXERCISE

ARCHETYPES

23

Your brand’s personality

Archetypes and all prior exercises

INPUT Full team hones the primary

and secondary audiences definition

OUTPUTDefine or validate primary

and secondary audiences via audience definition pro forma list

EXERCISE

THE AUDIENCE

24

Establishing or validating the target audience

Audiences and all prior exercises

INPUT Audience journey from brand

touchpoint to brand touchpoint

OUTPUTGroups map out the offline

and online brand interactions of primary and secondary audiences

EXERCISE

AUDIENCE JOURNEYS

25

Understanding exactly how we interact with the audience at each touch point

General Mills

GREEN GIANT

Kirk CheyfitzCEO+Chief StorytellerStory Worldwide

@kirkcheyfitzkirk.cheyfitz@storyworldwide.comstoryworldwide.com

THAT WAS THE BEGINNING