The strategic storyteller : content marketing in the age of the educated consumer / Alexander Jutkowitz.

Format:

Book

Author/Creator:

Jutkowitz, Alexander, 1968- author.

Language:

English

Subjects (All):

Marketing.

Storytelling.

Content (Psychology).

Physical Description:

1 online resource (162 pages) : illustrations

Edition:

1st ed.

Place of Publication:

Hoboken, New Jersey : Wiley, 2017.

Summary:

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.

Contents:

Cover

Title Page

Copyright

Contents

Introduction: A Call for Storytellers

Chapter 1: Wisdom, Wonder, and Delight

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 Our Best Selves

Content Creates Guiding Narratives

What's Old Is New Again

How to Find Good Stories

Take me to your Leader

Play up

Getting the Story Approved

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

Dynamic Home Pages

Recommending Content Takes Experimentation and Hard Work

Push Relevant Content to Users, but Never too Often

Limit the Number of E-Mails you Send, and Keep them Personal

Approach Each Social Platform with a Distinct Strategy

Mobile and Omnichannel Personalization

Taking Personalization Off-Line

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

Solving for Distribution

Atomization

Serialization

Magnetization

Keeping your Velocity

Velocity Is Transformational

Chapter 6: Only Connect: Creativity and Consistency

Building a Content Culture

Inspiring Organization-wide Creativity

Individual Creativity

Practical Ideas for Sparking Creativity

Connectivity

How Brands Evolve

Chapter 7: Content Marketing Applied Part 1

Content Marketing Applied: The Content Hub

The Process of Creating a Hub

The Basics of Creating a Content hub, and what to Consider for Each Stage.

Thought Leadership

Have a Strong Visual Vocabulary

Video

Images, Illustrations, Infographics, and Interactives

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

Afterword: The Future of Storytelling

Index

EULA.

Notes:

Includes index.

Description based on print version record.

ISBN:

9781119351443

1119351448

9781119345091

111934509X

OCLC:

992798733