Deploying Narratives for Brands

Sarah Skerik @sarahskerik

Spire Content & Strategy

Organized Narratives Emerge

Narrative Theme: Content Discovery

Key ‘Content Discovery’ Narrative Messages:• Message 1: Promotion of owned content • Message 2: Earning media • Message 3: Messaging tactics

Narratives are groups content related to a specific theme, deployed over time.– Drive traffic to specific

assets– Support SEO – Consistently refreshing

important content families – Develop continual visibility

Message 1: Promoting Owned Content

Promoting owned content

Blog post

Blog post series

Contributed articles

PR Daily article

Case studies (Secure State)

Derive article

Webinar

Derive ebook

Message 2: Messaging Tactics

Message tactics

Message formatting

Text Multimedia Calls to action

Content distribution

Paid Social Earned

Message 3: Earning Media with Owned Content

Earning media w/ owned content

Newsjacking

Case study Blog posts

Story development

Blog posts Articles

Media targetin

g

Blog posts

Ed Cal development

PRSA presentation Webinar Blog posts

Message tactics

Message formatting

Text Multimedia Calls to action

Content distribution

Paid Social Earned

Earning media w/ owned content

Newsjacking

Case study Blog posts

Story development

Blog posts Articles

Media targeting

Blog posts

Ed Cal development

PRSA presentatio

n Webinar Blog posts

A Narrative Reinforces Key Messages & Builds Traction

Promoting owned content

Blog post

Blog post series

Contributed articles

PR Daily article

Case studies (Secure State)

Derive article

Webinar

Derive ebook

Driving Content Discovery