The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer

ISBN-13: 9781119345114 / Angielski / Twarda / 2017 / 176 str.

Alexander Jutkowicz

Opis

The world needs more storytellers. Storytelling is an inherently innovative activity. When organizations find their best stories and tell them to the world, they're not only building a reputation, they're flexing the same muscles that allow them to pivot quickly around crisis or opportunity, and solve problems more creatively. For individuals, crafting stories is the primary way we can make sense of the world and our place in it. The Strategic Storyteller is a comprehensive, practical guide to transformative storytelling. In its pages you will learn how to:

• Tap into your and your organization's unique sources of wonder, wisdom, and delight
• Boost individual and collective creativity
• Understand the storytelling strategies behind some of the world's most powerful brands
• Unlock the secrets of the great strategic storytellers of the past
• Build a place where your stories can live online
• Distribute stories so they have staying power and reach in the digital age
• Convene audiences by going beyond demographic stereotypes and tapping into enduring human needs
• Understand how unshakable reputations are built out of stories that accumulate over time

Sooner or later all of us will be asked to tell stories in the course of our professional lives. We will be asked to make a case for ourselves, our work, our companies, and our future. The Strategic Storyteller tells you how.

Spis treści

Introduction

Chapter 1 Glamour and Grammar

The power of stories

This is your brain on good content

Strategies of delight

The runway and the beltway: informal networks of influence

How good content helps us be out best selves

Content creates guiding narratives

What’s old is new again

How to find good stories

Chapter 2 The Age of the Educated Consumer

Why Politics won’t teach you about marketing

The educated consumer

Chapter 3 It’s About Human Nature

Learning from the best human storytellers

Chapter 4 It’s Life Stages, Not Ages: The Generation Myth and the Power of Personalization

Data and privacy

The evolution of personalization

Personalization for B2B

Mobile and omni–channel personalization

Taking personalization offline

Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity

Solving for Distribution

Velocity is Tranformational

Chapter 6 Only Connect: Creativity & Consistency

Building a content culture

Inspiring organization–wide creativity

Individual creativity

Connectivity

How brands evolve

Chapter 7 Content Marketing Applied Part 1

Content marketing applied: The content hub

The process of creating a hub

Thought Leadership

Have a strong visual vocabulary

Emerging platforms

The best content hubs…

Internal communications

Chapter 8 Content Marketing Applied Part 2

Knowledge transfer: putting it all together

How the industry is changing

Chapter 9 Asymmetrical Thinking

Afterward: The Future of Storytelling

O autorze

ALEXANDER JUTKOWITZ is global CEO of GROUP SJR and Truffle Pig, and U.S. CEO of Hill+Knowlton Strategies. A former political pollster, digital architect, brand strategist, and content creator in over 30 countries, he is committed to the idea that brands who tell their own stories innovate faster and inspire enduring customer loyalty. He is on the board of the Advertising Council and lives in New York City with his wife and daughter.

Blurb

PRAISE FOR THE STRATEGIC STORYTELLER

"Inside every brand and every company there lurks a story. It doesn′t have to be invented—just revealed. And once revealed and released, it can unify, promote, and celebrate its subject. I suspect you′ll find this intelligent book as persuasive and enlightening as I did."
—Sir Martin Sorrell, CEO, WPP

"One of the greatest strategic assets any company can have is a powerful, persuasive story to guide it. In these pages you′ll find not only the essential elements of great stories, but the tools you need to excavate and piece together your own. It is essential reading for anyone charged with charting a strategic course for themselves or their organization."
—Anne Finucane, Vice Chairman, Bank of America

"The companies of the future won′t rise or fall on their products alone, but on the strength of the stories they can tell—about themselves, their customers, and the world. In this book, you′ll find sparks to ignite the spirit of storytelling and innovation within yourself, your team, and your organization."
—Beth Comstock, Vice Chair, General Electric

"The Strategic Storyteller is a must read for anyone charged with bringing a brand to life. Alexander Jutkowitz is a world class storyteller who knows how to ignite creativity, create high–impact contact, and navigate these asymmetrical times. He delivers a roadmap for communications leaders that is replete with inspiration, insight, and humor."
—Sally Susman, Executive Vice President, Corporate Affairs, Pfizer Inc.

"From the cultural diplomacy of Talleyrand to the highly effective use of social media by Taco Bell, Alexander Jutkowitz makes the case for storytelling as a universal element of the human experience, and offers practical, relevant, and timely advice for creating content that makes powerful connections with audiences. The Strategic Storyteller is loaded with inspiration and advice for those of us with stories to tell."
—Willow Bay, Dean and Walter H. Annenberg Chair in Communication, USC Annenberg School for Communication and Journalism

"Part history, part self–help, part workbook—always inspiring. The Strategic Storyteller is a must read for anyone with a story to tell."
—Jane Rosenthal, Producer/Co–founder, Tribeca Enterprises