{"id":2513,"date":"2020-11-03T12:18:35","date_gmt":"2020-11-03T11:18:35","guid":{"rendered":"https:\/\/sweetspot-studio.com\/?page_id=2513"},"modified":"2022-04-07T22:36:49","modified_gmt":"2022-04-07T20:36:49","slug":"spot-on-storytelling-strategy","status":"publish","type":"page","link":"https:\/\/sweetspot-studio.com\/en\/spot-on-storytelling-strategy\/","title":{"rendered":"Spot On: Storytelling Strategy"},"content":{"rendered":"

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Strategic storytelling for brands<\/h1>\n

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Storytelling and Content Marketing offer a variety of benefits for your brand. In this Spot On Class you will learn how to define your topics, choose the right channels, and tell successful stories. <\/span><\/p>\n

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Brands in the attention economy<\/h2>\n

[\/vc_column_text][vc_empty_space height=”50px”][vc_column_text]Storytelling has a very long tradition. It\u2019s a cultural practice that accompanies us <\/span>throughout <\/span>our <\/span>lives<\/span>. From bedtime stories as kids, to horror stories <\/span>on sleepaway<\/span> camps, to <\/span>everyday<\/span> office gossip. Storytelling <\/span>is everywhere<\/span>. From TV and Netflix, social media and podcasts up to commercials and entertainment. The problem with that is the so-called attention economy, <\/span>i.e. <\/span>the limited resource of people’s attention, which <\/span>grows<\/span> shorter and shorter due to media consumption habits. <\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”grid” text_align=”left” background_image=”952″ background_animation=”none” css=”.vc_custom_1592402965209{background-color: #8bc5a3 !important;}”][vc_column][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

Attention is one of the most valuable resources for your brand<\/span><\/h4>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”grid” text_align=”left” background_image=”952″ background_animation=”none” css=”.vc_custom_1592402965209{background-color: #8bc5a3 !important;}”][vc_column][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_empty_space height=”50px”][vc_column_text]What<\/span> makes attention so valuable for your brand<\/span>?<\/span> Attention is<\/span> the foundation of every form of communication. Without attention, you can’t reach anyone in your audience. As a brand, you\u2019re fighting for attention on digital and connected platforms,<\/span> along with<\/span> every other form of information \u2013 news, entertainment, music. So the big question is, how do you make people listen?<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_empty_space height=”100px”][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_column_text]<\/p>\n

How to make your audience listen<\/h2>\n

[\/vc_column_text][vc_empty_space height=”50px”][vc_column_text]So how do you get people to listen to you? The answer is: storytelling!<\/strong><\/span><\/p>\n

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But what exactly is storytelling? It\u2019s more than a marketing buzzword. Simply put, it\u2019s <\/span>crafting <\/span>information in a memorable framework, a narrative pattern. There are plenty of frameworks you can choose from, from interviews to jokes and hero journey.<\/span><\/p>\n

But why do stories work, you might ask. <\/span>It\u2019s called the<\/span> \u201cmodality effect\u201d <\/span>meaning<\/span> that the learning effect depends on the presentation mode. If your content is presented in a memorable pattern and connected to visuals or acoustics, it will improve the memorability. That\u2019s the reason we actually learn better with music \u2013 and the reason you should communicate in stories.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none”][vc_column][vc_column_text]<\/p>\n

Benefits of storytelling for brands<\/h3>\n

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Storytelling offers your brand 3 big benefits:<\/p>\n

Activation:<\/strong> cut through the noise and be memorable<\/p>\n

Interaction:<\/strong> get customers involved by interacting with your brand<\/p>\n

Connection: <\/strong>stories work like a shared journey, building connections, relationships and trust<\/p>\n

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How to start your storytelling strategy<\/h2>\n

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Alright, that sounds great. How do I start storytelling?<\/span>[\/vc_column_text][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

Find your brand core story<\/h3>\n

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To find the sweetspot of your brand, the core story which alligns your values with your mission and your audiences needs, please check my first Spot On Class \u201cFind your story\u201d.<\/span> There you will find a template and a guide to download as a workbook.\u00a0<\/span><\/p>\n

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Find your story line and editorial plan<\/h3>\n

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Creating great content is not <\/span>only<\/span> a question of tools, it\u2019s a question of knowing what you need to tell. <\/span>People are not looking for your brand specifically, they will always find it in different contexts like a single post in your social media posts timeline or one of many emails.<\/span> It\u2019s in these moments <\/span>that <\/span>you <\/span>must<\/span> spark<\/span> their interest in you.<\/span><\/p>\n

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In order to define your brand topics, you can use the \u201cstory circles\u201d template from the workbook. Start in the inner circle\u00a0 by defining your brand-related topics (such as products, values, employees, etc.) Work your way through the middle circle with topics revolving around products, usage, industry, and trends. The challenge will be the outer circle, the topics that resonate most with your audience (such as trending topics, lifestyle and news). You need to know the wishes, problems and needs of your audience to address them. Use a customer persona template from the first Spot On Class to <\/span>help with<\/span> that.<\/span><\/p>\n

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Once you collected your topics within the circles you can start tracing story outlines. Start from the outside and make your way in \u2013 guiding your audience from easy, interesting lifestyle-topics<\/span> straight<\/span> to your brand and products. This way you will find brand narratives that address your audience’s needs and connect them to your brand. <\/span>You can always come back to the story circles and add new topics.\u00a0<\/span><\/p>\n

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DOWNLOAD THE STORYTELLING WORKBOOK<\/h4>\n

[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”grid” text_align=”left” background_animation=”none” background_color=”#e5e5e5″][vc_column width=”1\/2″][vc_column_text]Define your brand storytelling strategy<\/b><\/p>\n

For each Spot on class, we provide workbooks to simply remember what you have learned and apply it to your brand. Just leave us your email address and get access to the workbook.[\/vc_column_text][vc_empty_space height=”50px”][vc_single_image image=”1830″ img_size=”full” qode_css_animation=””][vc_empty_space height=”50px”][\/vc_column][vc_column width=”1\/2″][vc_column_text]The workbook includes:<\/span><\/p>\n