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Great Content Marketing is about Great Storytelling

World Travel Market - Tony Samios
by

Emma Marti

on 17 March 2014

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Transcript of Great Content Marketing is about Great Storytelling

GREAT
CONTENT MARKETING
IS ABOUT
GREAT
STORYTELLING
STORYTELLING
is
JOKE
telling.
It's
your
PUNCHLINE,
your
ENDING.
Knowing
that
EVERYTHING
you're
saying
from
the
FIRST
sentence
to
the
LAST
IS
LEADING
to
a
singular
GOAL,
and
confirming
some
truth
that
our
UNDERsTANDINGS
of
who
we
are
as
beings.
human
We're
born
for
them.
STORIES
affirm
who
we
are.
ALL
want affirmations
And
NOTHING
does
a
GREATER
affirmation
than when we
connect
through
STORIES.
WE ALL STORIES
We
that our
LIVES
have
MEANING.
It can cross the
of
BARRIERS
PAST, PRESENT
&
FUTURE,
and allow us
EXPERIENCE
to
the similarities between
OURSELVES
REAL
and
IMAGINED.
DEEPENS
STORYTELLING
IS AS OLD AS TIME ITSELF
FAST FORWARD
15,000 YEARS
17.300 BC
1260 BC
Homers Illiad
STORYTELLING'S HISTORY
1878

FIRST motion picture
1955
FIRST TV AD in the UK
1993
came along and
1994
AT&T
MOSAIC
introduced the
1450
Gutenberg's Bible
Stories can be shared for the
1st
time
FIRST Banner Ad
Through the ages
TECHNOLOGY
has
DRAMATICALLY
the way
INFLUENCED
we communicate and tell
STORIES.
TECHNOLOGY
presents
OPPORTUNITIES
but also
CHALLENGES.
Rise of
SOCIAL MEDIA
Ability to
PERSONALISE
and
SHARE
stories
in a much more
INTIMATE
setting.
1 to 1
conversations
are more important than
EVER
before.
STAND OUT
from the crowd
Seth Godins Purple Cow
The ability arises for a
CUSTOMER
to tell their
STORY.
MUCH MORE
concerned with what
OTHERS
have to say about the brand.
Consumers
LESS
concerned
about what
BRANDS
have to say about the brand,
Google is a very
SEXY
product.
HOW
EASY
IS TO TELL A
GOOD
STORY
ABOUT SOMETHING LIKE
SOAP?
GREAT
STORY
no matter
HOW
you tell it
ON PAPER
IN PIXELS
Sound of your
VOICE
or via your
IPHONE
The great
ANDREW STANTON
PIXAR
from
creator of
TOY STORY
FINDING NEMO
MONSTERS INC.
Used to abide by

the the following
MAXIM.
Frankly
there isn't
ANYONE
you couldn't
LOVE
once you have heard
STORY.
their
The
WAY
to interpret this
is probably
the
GREATEST
STORY COMMANDMENT
of all which is
Make me care
PLEASE.
EMOTIONALLY
INTELECTUALLY
AESTHETICALLY
Just make me
CARE.
Great Stories are
CREATIVE
AUTHENTIC
foster
EMOTIONAL CONNECTION,
inspire
ACTION
and take the audience
on a
JOURNEY.
STORIES
have the power
to
CHANGE
the way a customer
FEELS,
THINKS,
and
BEHAVES.
When you tell a
STORY,
you are now doing so
in a
WORLD
full of
CLUTTER
therefore you need to make
your effort
COUNT
and
STAND OUT
from the
CROWD.
where brands are
CONTINUALLY
vying for consumer
ATTENTION,
STORYTELLING
REVENUE
can increase
Companies can
DRAMATIZE
their message
and make it
EXCITING.
It puts the
AUDIENCE
at ease and
ENGAGES
with the human side
This creates an
EMOTIONAL
It makes people do
CRAZY
things.
CONNECTION.
of the
BRAND.
GOOD
stories can compel
people to
CHANGE
The way we
FEEL
they demand
emotional investment.
The way we
THINK
they hold our
interest.
The way we
ACT
they bring
ENERGY
to the masses.
The way we
BEHAVE
they can cause us
to take
ACTION.
GOOD
stories can compel
audience to
ACTION
They
CLARIFY
your message.
Confirm
HOW
the audience will know
when to
CHANGE.
They confirm
WHY
their actions
are
IMPORTANT.
EXPLAIN
how you want
your audience to
take
ACTION.
Audience should
NOT
feel
SOLD TO,
but drive them
to
DESTINATION
or a desired
ACTION
TAKE AWAYS
GOOD
stories compel
people to
CHANGE.
GOOD
stories drive
the audience to
ACTION.
MASTER
the art of
CRAFTING
a STORY
Make it
PERSONAL
FUNNY
ENGAGING
find the right
MEDIUM.
IF YOU DON'T TELL A GOOD STORY
THEN YOUR MESSAGE COULD GET
LOST
IN
TRANSLATION
knowing
IDEALLY
and through
OTHERS,
A
GREAT STORY
IS
a
NOW THE REAL

TAKE AWAYS
You need to
And if
THAT
wasn't enough...
suddenly
THIS
comes along.
LAUGH
CRY
STORIES
can make
LOVE
If
YOU'VE
gone through at least
EMOTIONS
today...
...then I've told
MY STORY
RIGHT
THANK YOU
Tony Samios
one of these
you
Full transcript