How We Create Epic Stories in Marketing

@lisagerber #Pubcon @mediawyse

Mastering StorytellingLisa GerberBig Leap Creative@lisagerber

Casey MarkeeFounder, Media Wyse@MediaWyse


JacksonJackson


The moral of this story


1. real people with real problems


2. search engines are getting smarter


3. Stories translate to real revenue


NOV. 2003


story is the connective tissue


a tale well told is nature's way of seducing us into

paying attention to it. - Lisa Cron, Wired for Story


Get the protagonist right


put yourself in the mind of your buyer


The conflict

a protagonist


the happy ending

Using story to influence action


Credit: Guzman Lozano, flickr, creative commons

https://www.flickr.com/photos/pictfactory/2796367140


Email

Print ads

Reviews

Social

Walk in


problem vs solut ion

generate awareness: problem-based search

influence action: solution-based search


Get others to tell your story


And we all lived happily ever after


Storytelling…with Croissants?


Case Study: Lune PatisserieMelbourne, AUS.


Case Study: Lune PatisserieMelbourne, AUS.

Would you wait 45 minutes in line for a Croissant?


Branding as “Storytelling”


The Owner is an ACTUAL Rocket Scientist!

Kate Reid, the founder, studied aerospace

engineering and spent several years working for

a Formula One racing team before apprenticing

at the famed Paris boulangerie Du Pain et

des Idees.


Good Story Right? But what Keeps People Coming Back?


How to Artificially “Jumpstart” your Story


Strategy #1 – Give it a PR “Push”


Strategy #2 – Connect with Influencers


Strategy #2 – Connect with InfluencersBuzzSumo.com

Find Key Influencers via Keyword OR find Who

Shared Content Pieces!


Strategy #2 – Connect with InfluencersLittle Bird

http://www.getlittlebird.com/


Strategy #2 – Connect with InfluencersLittle Bird


Strategy #2 – Connect with InfluencersFollowerWonk.com

Sort your Followers by “Authority” then reach-out via DM & @replies


https://www.linkedin.com/pulse/discover

Strategy #2 – Connect w/ Influencers Linkedin.com

https://www.linkedin.com/pulse/discover


Pro Tip: You can DM any member of a Group!



Strategy #3 – Guest Blogging….But HIGH-QUALITY


Strategy #3 – Guest BloggingUse Google Search Operators:

Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/yourCompetitorName + guest author

Keyword/yourCompetitorName + “write for us”Keyword/yourCompetitorName + “write for me”Keyword/yourCompetitorName + “become a contributor”Keyword/yourCompetitorName + “contribute to this site”Keyword/yourCompetitorName + inurl:category/guestKeyword/yourCompetitorName + inurl:contributors

Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact


Strategy #3 – Guest BloggingGood Outreach Example:


Strategy #3 – Guest BloggingBAD Outreach Example:


An Epic Story is NOT Necessary for Success….but it Certainly Helps!


Thank You!


Lisa GerberBig Leap Creative Integrated

Communicationswww.bigleapcreative.com/blog

[email protected]@lisagerber

Casey MarkeeFounder, Media Wysewww.MediaWyse.com

[email protected]@mediawyse

http://www.bigleapcreative.com/blog

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How We Create Epic Stories in Marketing

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