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Humans have told each other stories since we lived in caves and huddled around campfires. We told them to remember. We told them to survive. We told them to build relationships and make people care.
Every business throughout history has wanted to do exactly that: build relationships and make people care. Savvy leaders tell stories to sell their ideas and themselves. This used to be a nice-to-have skill. But in the digital era, it's become crucial. Harness the power of storytelling, and businesses and their leaders will win advocates and customers at a larger scale than ever before. Disregard storytelling, and they'll risk irrelevance--and total failure.
Smart companies today understand the need to use content to connect with the people they care about. But few know how to do it well. That puts them at a disadvantage. Indeed, the ability to tell great stories is the critical skill that every organization and individual needs to succeed in tomorrow's business world.
In The Storytelling Edge the content strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped Fortune 500 companies (and many others) to build relationships with millions of customers. Join authors Joe Lazauskas and Shane Snow as they build on years of experience and compelling original research to dive into the neuroscience of storytelling, the surprising elements of powerful stories, and methodologies for growing businesses by creating engaging and accountable content. And at the same time, they show how leaders can use these same storytelling tools to build stronger, more loyal teams inside their own companies.
Great stories stick with us. They change our minds. They spur us to action. The Storytelling Edge shows how to weave stories into your products and customer experiences, your marketing and presentations, your ad campaigns and personal communication. With The Storytelling Edge as your guide, you will tap into the power of great storytelling today and keep your competitive edge tomorrow.
Humans have told each other stories since we lived in caves and huddled around campfires. We told them to remember. We told them to survive. We told them to build relationships and make people care.
Every business throughout history has wanted to do exactly that: build relationships and make people care. Savvy leaders tell stories to sell their ideas and themselves. This used to be a nice-to-have skill. But in the digital era, it's become crucial. Harness the power of storytelling, and businesses and their leaders will win advocates and customers at a larger scale than ever before. Disregard storytelling, and they'll risk irrelevance--and total failure.
Smart companies today understand the need to use content to connect with the people they care about. But few know how to do it well. That puts them at a disadvantage. Indeed, the ability to tell great stories is the critical skill that every organization and individual needs to succeed in tomorrow's business world.
In The Storytelling Edge the content strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped Fortune 500 companies (and many others) to build relationships with millions of customers. Join authors Joe Lazauskas and Shane Snow as they build on years of experience and compelling original research to dive into the neuroscience of storytelling, the surprising elements of powerful stories, and methodologies for growing businesses by creating engaging and accountable content. And at the same time, they show how leaders can use these same storytelling tools to build stronger, more loyal teams inside their own companies.
Great stories stick with us. They change our minds. They spur us to action. The Storytelling Edge shows how to weave stories into your products and customer experiences, your marketing and presentations, your ad campaigns and personal communication. With The Storytelling Edge as your guide, you will tap into the power of great storytelling today and keep your competitive edge tomorrow.
JOE LAZAUSKAS is director of content strategy and editor-in-chief of Contently, Inc., which SHANE SNOW cofounded with Joe Coleman and Dave Goldberg. Contently is a thriving technology company with a suite of software that helps Fortune 500 companies (and others) to create, manage, and optimize content to build relationships with employees and customers.
Acknowledgments xiii
About the Authors xv
Introduction xvii
Stories Matter xviii
Businesses Need to Tell Good Stories xix
Workers and Leaders Need to Tell Good Stories xx
Who Are We? xx
Why This Book? xxii
1 The Power of Story 1
Jacques and the Beggar 4
And Now for Shane's Favorite Ryan Gosling Story 5
Our Brains Are Built for Story 8
Stories Help Us Remember 10
Stories Generate Empathy-at the Chemical Level 12
Stories Bring Us Together 14
With Great Power . . . 19
2 The Elements of Great Storytelling 23
Element 1: Relatability 25
Element 2: Novelty 29
What Movie Popularity Data Tell Us about Novelty 31
Element 3: Tension 35
Element 4: Fluency 38
3 Honing Your Storytelling Chops 41
Universal Storytelling Frameworks 43
The Ben Franklin Method for Improving Story Skills 48
The Sludge Report 52
4 Transforming Business with Storytelling 57
How Stories Make Products and Services Better 62
Stories Make Advertising Better 68
Stories Make Your Sales Conversions Better 71
Stories Make Your Hiring Process Better 73
Stories Build Your Brand 74
How We Built the Most Influential Content Strategy Blog on Earth 79
#1: Committing to a Mission 79
#2: Getting Smart about Audience 81
#3: Establishing a Strategic Methodology 83
5 The Killer Formula for Building an Audience 85
The CCO Pattern: Create, Connect, Optimize 87
Connect: The Storytelling Bull's-Eye 94
Create: The Story Funnel-Matrix 100
Optimize: Cranking the Efficiency 104
6 The Brand Newsroom 113
The Talent Race 116
The Virtual Newsroom 118
What Type of Newsroom Do You Prefer? 119
7 The Future of Brand Storytelling 121
#1: Breakthrough Quality Storytelling 125
#2: Rigorously Strategic 128
#3: Tech-Enabled and Data-Optimized 132
The Content Decision Engine 135
The Content Operating Wheel 136
Strategy 138
Plan 142
Create 145
Activate 148
Optimize 150
8 The Storytelling Habit 157
Selling Storytelling Inside Your Organization 160
A Culture of Storytelling 164
May the Story Force Be with You 165
Notes 167
Index 169
| Erscheinungsjahr: | 2018 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9781119483359 |
| ISBN-10: | 1119483352 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Contently, Inc.
Lazauskas, Joe Snow, Shane |
| Hersteller: | John Wiley & Sons Inc |
| Maße: | 223 x 147 x 25 mm |
| Von/Mit: | Inc. Contently (u. a.) |
| Erscheinungsdatum: | 06.04.2018 |
| Gewicht: | 0,329 kg |
JOE LAZAUSKAS is director of content strategy and editor-in-chief of Contently, Inc., which SHANE SNOW cofounded with Joe Coleman and Dave Goldberg. Contently is a thriving technology company with a suite of software that helps Fortune 500 companies (and others) to create, manage, and optimize content to build relationships with employees and customers.
Acknowledgments xiii
About the Authors xv
Introduction xvii
Stories Matter xviii
Businesses Need to Tell Good Stories xix
Workers and Leaders Need to Tell Good Stories xx
Who Are We? xx
Why This Book? xxii
1 The Power of Story 1
Jacques and the Beggar 4
And Now for Shane's Favorite Ryan Gosling Story 5
Our Brains Are Built for Story 8
Stories Help Us Remember 10
Stories Generate Empathy-at the Chemical Level 12
Stories Bring Us Together 14
With Great Power . . . 19
2 The Elements of Great Storytelling 23
Element 1: Relatability 25
Element 2: Novelty 29
What Movie Popularity Data Tell Us about Novelty 31
Element 3: Tension 35
Element 4: Fluency 38
3 Honing Your Storytelling Chops 41
Universal Storytelling Frameworks 43
The Ben Franklin Method for Improving Story Skills 48
The Sludge Report 52
4 Transforming Business with Storytelling 57
How Stories Make Products and Services Better 62
Stories Make Advertising Better 68
Stories Make Your Sales Conversions Better 71
Stories Make Your Hiring Process Better 73
Stories Build Your Brand 74
How We Built the Most Influential Content Strategy Blog on Earth 79
#1: Committing to a Mission 79
#2: Getting Smart about Audience 81
#3: Establishing a Strategic Methodology 83
5 The Killer Formula for Building an Audience 85
The CCO Pattern: Create, Connect, Optimize 87
Connect: The Storytelling Bull's-Eye 94
Create: The Story Funnel-Matrix 100
Optimize: Cranking the Efficiency 104
6 The Brand Newsroom 113
The Talent Race 116
The Virtual Newsroom 118
What Type of Newsroom Do You Prefer? 119
7 The Future of Brand Storytelling 121
#1: Breakthrough Quality Storytelling 125
#2: Rigorously Strategic 128
#3: Tech-Enabled and Data-Optimized 132
The Content Decision Engine 135
The Content Operating Wheel 136
Strategy 138
Plan 142
Create 145
Activate 148
Optimize 150
8 The Storytelling Habit 157
Selling Storytelling Inside Your Organization 160
A Culture of Storytelling 164
May the Story Force Be with You 165
Notes 167
Index 169
| Erscheinungsjahr: | 2018 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Gebunden |
| ISBN-13: | 9781119483359 |
| ISBN-10: | 1119483352 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Contently, Inc.
Lazauskas, Joe Snow, Shane |
| Hersteller: | John Wiley & Sons Inc |
| Maße: | 223 x 147 x 25 mm |
| Von/Mit: | Inc. Contently (u. a.) |
| Erscheinungsdatum: | 06.04.2018 |
| Gewicht: | 0,329 kg |
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