Reimagine Marketing Through Authentic
StorytellingBy @ctrappe
Internet Marketing Association - Las VegasSeptember 2014
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About me...
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Rules, etc.
● Feel free to blog, live tweet, etc.● Questions? Ask ‘em.● Slides are at:
AuthenticStorytelling.net/impact14
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Today...
Not talking about..● Lead generation● Messaging● Manipulation
Talking about:● Inclusive
strategy● Storytelling● Meaningful
sharing
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Leads/customers/etc.
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Why?
Search algorithms change, but valuable content continues to be valuable.
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Why?
Social networks change.
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What doesn’t change?
Consumers need for compelling, educational and informational content.
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Not rhetorical! :)
How do you build a relevant audience?
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We connect and deal with people we like, trust and who add meaning to our lives!
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Not rocket science: All interactions
100 percent
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What percentage online?
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Usual guesses:
Online50-70 percent
Offline50-30 percent
Source: Jonah Berger’s “Contagious: Why Things Catch on.”
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Actual breakdown ...
But the perception …And people are online!
Online:7 percent
Offline:93 percent
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What to do first…
Determine your “Why”?I do what I do because ...
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What to do first...
Focus on story and content development - not on cash creation first!
(Yes, you’ll want to make money. Eventually it will happen.)
Why?
Share publicly.
Scary?
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Benefits?
ConnectionsBusinessMeaning
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How to get there?
Decision time: Do you want to?Commit the time
Decision maker buy-inDecide what to share!
Constant, relevant, new!“On Facebook much?”
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ToolsPick the right tools
@ctrappeTrappeDigital.com
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Getting started
GoMake it a habit
Measure what works and what doesn’t
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Questions? Comments?Christoph [email protected]@gmail.com
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