A Practical Guide to Strategic Narrative Marketing , livre ebook

Outskirts Press - Guy Murrel

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34 pages

English

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Description

Strategic Narrative Marketing will shift the way you think about and develop company messaging. Using this guidebook, you have an action plan to create a consistent, unified message that stands out and moves your organization from explaining – to leading. It addresses the persistent challenge of having something meaningful and compelling to say, and provides a framework to create a new industry narrative that is unique, differentiating and inspires category change and organizational leadership. Whether you need to align your company, change perceptions, gain influence as a true thought leader, or attract talent and investment, Strategic Narrative Marketing can help elevate your story to win in the market.

Sujets

Communication persuasive

Marketing

Promotion

Business

Advertising

Economics

Marketing et communication

Marketing de contenu

Informations

Publié par	Outskirts Press
Date de parution	10 août 2016
Nombre de lectures	0
EAN13	9781478775386
Langue	English

Informations légales : prix de location à la page 0,0500€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

The opinions expressed in this manuscript are solely the opinions of the author and do not represent the opinions or thoughts of the publisher. The author has represented and warranted full ownership and/or legal right to publish all the materials in this book.

A Practical Guide to Strategic Narrative Marketing
How to Lead Markets, Stand Apart and Say Something Compelling in a Crowded Content World

All Rights Reserved.
Copyright © 2016 Guy Murrel
v2.0

This book may not be reproduced, transmitted, or stored in whole or in part by any means, including graphic, electronic, or mechanical without the express written consent of the publisher except in the case of brief quotations embodied in critical articles and reviews.

Outskirts Press, Inc.
http://www.outskirtspress.com

ISBN: 978-1-4787-7538-6

Outskirts Press and the “OP” logo are trademarks belonging to Outskirts Press, Inc.

PRINTED IN THE UNITED STATES OF AMERICA
Introduction :
Does your organization have a voice in shaping the destiny of your industry? Are you providing clarity around the confusion, misperceptions, opportunities and disruption happening all around you?
From startups to Fortune 500 companies, elevating messaging to an industry level is, in our opinion, one of the great missed opportunities in corporate communications today. Not only does it address the need to tell a singular narrative that inspires positive action, it also fuels all forms of marketing – from traditional PR to newer digital and social media programs.
What follows is a new approach we call Strategic Narrative Marketing . Use its principles to say something truly meaningful and compelling in your industry. Stand apart and above the competition, influence positive change and use the power of the narrative to align and lead your organization with a common, higher-purpose cause.
Table of Contents
Introduction:
Chapter 1
It Started with Category Creation
Chapter 2
Strategic Narrative Marketing: An Overview
Chapter 3
Enough About You – Mission Statements vs. Strategic Narratives
Chapter 4
Strategic Narratives Guide Strategic Direction
Chapter 5
Common Strategic Narrative New Spaces and Themes
Chapter 6
Core Tenets and Development Framework for Strategic Narrative Marketing
Chapter 7
Discovery Workshop for Building a Strategic Narrative
Chapter 8
Strategic Narrative Development
Chapter 9)
Creating a Strategic Narrative Category or Theme
Chapter 10)
Creating a Strategic Narrative Statement
Chapter 11
Creating Strategic Narrative Presentation Slides
Chapter 12
Developing Long-form Category Definition
Chapter 13
Strategic Narrative Marketing Content
Chapter 14
Strategic Narrative Marketing in Action
Chapter #15
Conclusion
Chapter 1
It Started with Category Creation
Some years ago, a local Colorado manufacturer of industrial hardware products came to Catapult with a specific request: can you help us build a new market category ?
The company had acquired a software platform that automated the gathering and processing of data that had been done manually for decades. The technology was new and disruptive to the market, within an industry that was very “old school” and set in its ways. The main issue, according to the customer: the sales team was struggling to sell its software because an established category did not exist.
The sales team needed to show customers there was a credible market category that supported adopting the technology. And, equally important, make it easier for prospects to sell the concept internally to management and the folks in purchasing. Without a nice “bucket” to categorize the product, sales efforts were bogged down in explaining technical features, how the product worked and other lower-level issues that derailed the sales process. It was a laborious and frustrating convincing exercise.
We agreed to take on the project and while prepping for the kickoff strategy session realized we needed to spend most of our time digging into industry dynamics – not talking about the company and product. What were the prevailing trends? What were the perceptions and misperceptions that existed when it came to automation and technology? What were the opportunities – as an industry – to adopt automation software as a means to improve the overall success of the bigger, industry category?