Problem
How is storytelling used to communicate corporate values to their constituencies?LO#1
How do you build a story in marketing communication?
- It's emotional
- Viewers can connect with the characters through the video and the music, which are more powerful because they are used together.
- It's unique
- The story is about developing a sustainable food supply in support of Chipotle’s corporate commitment to food with integrity and respect for the animals, the environment, and the farmers involved. It is a foundational story, told from this company’s distinctive vantage point.
- It's simple
- The underlying story of factory farming versus small-scale farming is actually quite complex, with strong emotions on both sides. The video simplifies the story with an easy-to-follow flow and timeline, and brings a personal touch to the concept — what farming means to this one farmer.
- It's shareable
- Because the message is straightforward and told via a medium that is designed for sharing, this story was primed to reach a very broad audience.
How to Create More Powerful Content Market Stories
URL: http://contentmarketinginstitute.com/2012/10/create-powerful-content-marketing-stories/
URL: http://blog.visme.co/storytelling-content-marketing/
URL: http://blog.visme.co/storytelling-content-marketing/
- Topical
- Is it right timing to tell this story?
- Is your audience looking for this info now?
- Relevant
- Rare to have a "one-size-fits-all" story -> Make it relevant to the audience you're trying to reach.
- Unusual
- Come up with a new angle for your stories.
- Trouble
- Where is the conflict in your story?
- Human
- People get very interested in the human element surrounding your brand.
LO#2
What kind of tools can be used in storytelling?
8 Classic Storytelling Techniques
- Monomyth (dog-lion pic)
After overcoming a great trial, they return home with a reward or newfound wisdom.
Good for:- Taking the audiences on a journey
- Showing benefit of taking risks
- Demonstrating how you learned
- The mountain
The mountain structure is a way of mapping the tension and drama in a story.
Good for:- Showing how you overcame challenges
- Delivering satisfying conclusion
- Nested loops (♪ pic)
Nested loops is a storytelling technique where you layer three or more narratives within each other.
Good for:- Explaining how you were inspired/ came to conclusion
- Using analogies to explain a central concept
- Sparklines
parklines are a way of mapping presentation structures. Graphic designer Nancy Duarte uses sparklines to analyse famous speeches graphically in her book Resonate.
Compare WHAT IS with WHAT COULD BE.
Good for:- Inspiring the audience to action
- Creating hope and excitement
- Creating a following
- In medias res
In medias res storytelling is when you begin your narrative in the heat of the action, before starting over at the beginning to explain how you got there. By dropping your audience right into the most exciting part of your story they’ll be gripped from the beginning and will stay engaged to find out what happens.
Good for:
- Grabbing attention from the start
- Keep an audience craving resolution
- Converging ideas
Converging ideas is a speech structure that shows the audience how different strands of thinking came together to form one product or idea. Similar to the nested loop a bit.
Good for:- Showing how great minds came together
- Demonstrating how a development occurred at a certain point in history
- Showing how symbiotic relationships have formed
- False start
A ‘false start’ story is when you begin to tell a seemingly predictable story, before unexpectedly disrupting it and beginning it over again. You lure your audience into a false sense of security, and then shock them by turning the tables.
Goof for:- Disrupting audience expectations
- Showing the benefit of a flexible approach
- Keeping the audience engaged
- Petal structure
The petal structure is a way of organising multiple speakers or stories around one central concept. It’s useful if you have several unconnected stories you want to tell or things you want to reveal – that all relate back to a single message.
Good for:- Demonstrating how strands of a story or process are interconnected
- Showing how several scenarios relate back to one idea
- Letting multiple speakers talk around a central theme
