Storytelling funnel

the storytelling funnel for content and in line with your purpose and values, from ‘what you care about’ to ‘who you are’ to ‘what you sell’

“The funnel-matrix has two dimensions. The first maps loosely to the stages of a typical marketing funnel: awareness, consideration, and acquisition.The second dimension of the funnel-matrix adds a bit of planning to aid your content strategy. This comes straight from the playbook newsrooms have used for decades. The idea is to divide your stories into three more categories: timely stories dealing with current events, seasonal stories relevant because of the time of year, and evergreen stories that are valuable no matter when the audience encounters them.”

The Story Funnel-Matrix: Create Better Content With This Simple Diagram

3 Blog ideas

Solve Your Customers’ Problems
Provide Information For Professional Development
Interview an Industry Expert or Author

WTF Should My Company Blog About?

Curate content.
Ask friends for ideas.
Ask your audience.
Do an interview.
Solicit guest posts.
Create a best-case study.
Create a worst-case study.
Write a review.
Explain your success.
Explain your failure.
Link to old favorites.

21 Ways to Create Compelling Content When You Don’t Have a Clue

 

 

41 blog ideas

Multi-media and Visuals
1. Do a screencast with Screenr of your product and share it on your blog.
2. Show a step-by-step guide on how to do something in a screencast, how-to video, or show the steps in a series of photos.
3. Create a music video for your company and post it on the blog.
4. Share a cartoon or create an original one.

How-to’s and Tips
5. Write a how-to article. Give instructions with screenshots or photos on the steps someone needs to take to do something.
6. Point out common mistakes in your industry and offer solutions on how to fix or avoid them.
7. Offer a list of benefits for doing something.
8. Share a list of some things to avoid.
9. Relate your how-to content to a current event or a celebrity. Example: “5 _____ Lessons from Lady Gaga” or “What the Election Teaches Us About ____”

Use Existing Content
10. Take the contrarian position – Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points.
11. Do a weekly or daily links-roundup of relevant news for your community.
12. Find tips in other content, create a list of those tips and give links to those articles as the sources.
13. Share an excerpt from an ebook or white paper with a call to action to download it for the rest of the information.
14. Share an excerpt from an upcoming webinar with a call to action to get the rest of the content in the webinar.
15. Share your slides from a recent presentation.
16. Share conference takeaways.
17. Do a round-up of last year’s/last month’s/last week’s most popular posts.
18. Re-interpret existing content: Collect the top motivational YouTube videos for your audience, top ebooks, top webinars or infographics.

Incorporate Other Platforms
19. Create a Slideshare presentation of new statistics related to your space and share that in a blog post. Tag the Slideshare presentation with relevant keywords for your company to leverage SEO benefits of the platform.
20. Ask a question on Twitter and share the results with a Storify embed.
21. Collect Tweets from a webinar or conference hashtag, show them off with Storify and offer your own takeaways in the blog post.

Research
22. Respond to industry research with your own perspective. Offer a fresh angle to spark conversation.
23. Do a survey with Survey Monkey among your community members and create an infographic based on the results.
24. Do a poll of your Twitter community with a Twtpoll or your Facebook community with a Facebook Question and post the results on your blog.
25. Do an in-depth case study about one company, or offer a few examples of how other companies do something successfully.

Thought Leadership
26. Record an interview with an expert in your field and post it to your blog.
27. Get experts to offer a tip and do a round-up of their recommendations.
28. Feature guest posts from industry experts.
29. Publish responses to frequently asked questions about your industry.
30. Create a list of trends to watch.
31. Compare and contrast: Different products, different approaches, different companies, different people, different places, etc.
32. Do a review of other non-competitive products or services that your community cares about.
33. Be a journalist: Be the first in your space to offer industry takeaways about breaking news.
34. Explain what a current event or topic in the news means for your industry or community. Example: “What ____ Means for ____.” “Why _____ Matters for _____.”
35. De-bunk common myths.

Make it About Your Community
36. Interview your favorite customer.
36. Post a Flickr slideshow of pictures from a recent event.
37. Run a contest and give away something relevant to your community.
38. Ask for guest posts from community members.
39. If you have company news to share, talk about it in a way that makes it about the reader. Example: If someone gets promoted, talk about how why were successful. Inspire your audience.
40. Publish a post relevant to the current season or holiday.
41. Outline the top practical use cases for your product, service etc.

https://blog.hubspot.com/blog/tabid/6307/bid/23973/41-Fresh-Blog-Post-Ideas-For-Your-Company-Blog.aspx 

How to fix mediocre content

How to fix your content and stand out: “It wasn’t total crap. In some ways, it was worse: it was mediocre…” “It’s simply to work harder to do this hard thing better.”

  • “Figure out what ‘better’ content means,
  • Fight lazy,
  • Reject comfort,
  • Co-experiment,
  • Flex new formats,
  • Go higher (also known as deeper),
  • Go granular,
  • Slow the hell down,
  • Value talent,
  • Bring your stakeholders along.”

Did Crap come true? How to fight the content marketing deluge

Instagram lessons

#instagram #lessons from The Guardian: nearly 860,000 followers, up 57% from a year ago. More interestingly, 60% of those who follow links to the Guardian’s site are new to the publisher.

“The content is a mix of original content made specifically for Instagram and existing assets — many of which are images pulled from major news stories and compiled into galleries to help tell the story in images.”

How the Guardian’s Instagram strategy is winning new readers

Storytelling and emotion

The link between #neuroscience and #emotion in great #storytelling and #emotion tested and explained. A narrative to capture your emotions, has to have:

a) characters with emotions you could relate to
b) a gap between what the characters wanted and what they had
c) novelty and surprise along the way that kept you emotionally invested

The link between neuroscience and content: “When oxytocin gets released, we care about those around us in the same way we care about our families. This brain mechanism has been an evolutionary advantage for humans. It helped us survive, work together, and build civilization.”

“Any positive social experience will do it,” he said. Hugs, acts of kindness, etc. One of the most surefire ways to generate empathy is via emotional narrative.

So how do we create narratives that work from this neuroscience perspective?

The key is not to blindly chase attention, as some commercials attempt to do in any way possible. “You want a real story arc, real conflict, real emotion,” Zak said, echoing what storytellers since Aristotle have taught. “The tension has to grow.”

How to Make an Emotional Narrative Work For Your Brand