The Strategic Storyteller

Content Marketing in the Age of the Educated Consumer
 Buch
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ISBN-13:
9781119345114
Einband:
Buch
Erscheinungsdatum:
10.10.2017
Seiten:
176
Autor:
Alexander Jutkowitz
Gewicht:
350 g
Format:
236x161x22 mm
Sprache:
Englisch
Beschreibung:

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 "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 "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. "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/Cofounder Tribeca Enterprises
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
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.