Details

The Strategic Storyteller


The Strategic Storyteller

Content Marketing in the Age of the Educated Consumer
1. Aufl.

von: Alexander Jutkowitz

16,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 09.08.2017
ISBN/EAN: 9781119351443
Sprache: englisch
Anzahl Seiten: 176

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>The world needs more storytellers.</b></p> <p>Storytelling is an inherently innovative activity.</p> <p>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.</p> <p>For individuals, crafting stories is the primary way we can make sense of the world and our place in it.</p> <p><i>The Strategic Storyteller</i> is a comprehensive, practical guide to transformative storytelling. In its pages you will learn how to:</p> <ul> <li>Tap into your and your organization's unique sources of wonder, wisdom, and delight</li> <li>Boost individual and collective creativity</li> <li>Understand the storytelling strategies behind some of the world’s most powerful brands</li> <li>Unlock the secrets of the great strategic storytellers of the past</li> <li>Build a place where your stories can live online</li> <li>Distribute stories so they have staying power and reach in the digital age</li> <li>Convene audiences by going beyond demographic stereotypes and tapping into enduring human needs</li> <li>Understand how unshakable reputations are built out of stories that accumulate over time</li> </ul> <p> </p> <p>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. <i>The Strategic Storyteller</i> tells you how.</p>
<p>Introduction</p> <p><b>Chapter 1 Glamour and Grammar</b></p> <p>The power of stories</p> <p>This is your brain on good content</p> <p>Strategies of delight</p> <p>The runway and the beltway: informal networks of influence</p> <p>How good content helps us be out best selves</p> <p>Content creates guiding narratives</p> <p>What’s old is new again</p> <p>How to find good stories</p> <p><b>Chapter 2 The Age of the Educated Consumer</b></p> <p>Why Politics won’t teach you about marketing</p> <p>The educated consumer</p> <p><b>Chapter 3 It’s About Human Nature</b></p> <p>Learning from the best human storytellers</p> <p><b>Chapter 4 It’s Life Stages, Not Ages: The Generation Myth and the Power of Personalization</b></p> <p>Data and privacy</p> <p>The evolution of personalization</p> <p>Personalization for B2B</p> <p>Mobile and omni-channel personalization</p> <p>Taking personalization offline</p> <p><b>Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity</b></p> <p>Solving for Distribution</p> <p>Velocity is Tranformational</p> <p><b>Chapter 6 Only Connect: Creativity & Consistency</b></p> <p>Building a content culture</p> <p>Inspiring organization-wide creativity</p> <p>Individual creativity</p> <p>Connectivity</p> <p>How brands evolve</p> <p><b>Chapter 7 Content Marketing Applied Part 1</b></p> <p>Content marketing applied: The content hub</p> <p>The process of creating a hub</p> <p>Thought Leadership</p> <p>Have a strong visual vocabulary</p> <p>Emerging platforms</p> <p>The best content hubs…</p> <p>Internal communications</p> <p><b>Chapter 8 Content Marketing Applied Part 2</b></p> <p>Knowledge transfer: putting it all together</p> <p>How the industry is changing</p> <p><b>Chapter 9 Asymmetrical Thinking</b></p> <p>Afterward: The Future of Storytelling</p>
<p><B>ALEXANDER JUTKOWITZ</B> is global CEO of GROUP SJR and Truffle Pig, and U.S. CEO of Hill+Knowlton Strategies. A former political pollster, digital architect, brand strategist, and content creator in over 30 countries, he is committed to the idea that brands who tell their own stories innovate faster and inspire enduring customer loyalty. He is on the board of the Advertising Council and lives in New York City with his wife and daughter.
<p><i>THE WORLD NEEDS MORE STORYTELLERS</i> <p>Storytelling is an inherently innovative activity. <p>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. <p>For individuals, crafting stories is the primary way we can make sense of the world and our place in it. <p><i>The Strategic Storyteller</i> is a comprehensive, practical guide to transformative storytelling. In its pages you will learn how to: <ul><li>Tap into your and your organization’s unique sources of wonder, wisdom, and delight</li> <li>Boost individual and collective creativity</li> <li>Understand the storytelling strategies behind some of the world’s most powerful brands</li> <li>Unlock the secrets of the great strategic storytellers of the past</li> <li>Build a place where your stories can live online</li> <li>Distribute stories so they have staying power and reach in the digital age</li> <li>Convene audiences by going beyond demographic stereotypes and tapping into enduring human needs</li> <li>Understand how unshakable reputations are built out of stories that accumulate over time</li></ul> <p>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. <i>The Strategic Storyteller</i> tells you how.

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