Details

The Storytelling Edge


The Storytelling Edge

How to Transform Your Business, Stop Screaming into the Void, and Make People Love You
1. Aufl.

von: Shane Snow, Joe Lazauskas

16,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 11.01.2018
ISBN/EAN: 9781119483403
Sprache: englisch
Anzahl Seiten: 208

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

Beschreibungen

"A terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended!"—Jay Baer, founder of Convince & Convert and author of Hug Your Haters"Once upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe are your narrators in a journey that will transform how you talk to other human beings to be more believable, relevant, compelling and unforgettable."—Brian Solis, experience architect, digital anthropologist, best-selling author "Shane Snow and Joe Lazauskas spend the overwhelming majority of their time thinking, writing, and theorizing about brand storytelling - so you don't have to. They're smart and they know this topic inside out (and sideways). Read their book. While I can't guarantee you'll rise to Shane and Joe's ridiculously obsessive level, you will be infinitely better prepared to tell your own brand's story. Promise!"—Rebecca Lieb, Analyst, Author & Advisor "The Contently team understands the power of story, and how to craft and spread a great narrative, like no other. In an era where brand, design, and mission are a competitive advantage for every business, Contently underscores the importance of stories and how they transform companies and industries."—Scott Belsky, Entrepreneur, Investor, & Author (Founder of Behance, bestselling author of Making Ideas Happen) "I can't think of a better way to illustrate the power of story telling than by telling great stories. This book should be required reading not just by those with content in their titles, but by anyone in Marketing AND Sales. Then, when you're done, give it to your CEO to read... but make sure you get it back, because I guarantee you'll refer to it more than once."—Shawna Dennis, Senior Marketing Leader "Neuroscience, algorithms, illustrations, personal anecdotes and good, old-fashioned empathy: This entertaining and informative tome journeys to the core of how we communicate and pushes us, as marketers and humans, to do it better, "speeding the reader through and leaving us wanting more."—Ann Hynek, VP of global content marketing at Morgan Stanley Transform your business through the power of storytelling. Content strategists Joe Lazauskas and Shane Snow offer an insider's guide to transforming your business—and all the relationships that matter to it—through the art and science of telling great stories. Smart businesses today understand the need to use stories to better connect with the people they care about. But few know how to do it well. In The Storytelling Edge, the strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped award-winning brands to build relationships with millions of advocates and customers. Join as they dive into the neuroscience of storytelling, the elements of powerful stories, and methodologies to grow businesses through engaging and accountable content. With The Storytelling Edge you will discover how leaders and workers can craft the powerful stories that not only build brands and engage customers, but also build relationships and make people care—in work and in life.
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
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.
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.
PRAISE FOR THE STORYTELLING EDGE "A terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended!" —JAY BAER, founder of Convince & Convert and author of Hug Your Haters "Once upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe are your narrators in a journey that will transform how you talk to other human beings to be more believable, relevant, compelling and unforgettable." —BRIAN SOLIS, experience architect, digital anthropologist, best-selling author "Neuroscience, algorithms, illustrations, personal anecdotes and good, old-fashioned empathy: This entertaining and informative tome journeys to the core of how we communicate and pushes us, as marketers and humans, to do it better, 'speeding the reader through' and leaving us wanting more." —ANN HYNEK, VP of Global Content Marketing at Morgan Stanley Content strategists Joe Lazauskas and Shane Snow offer an insider's guide to transforming your business—and all the relationships that matter to it—through the art and science of telling great stories. Smart businesses know that they need to use stories to connect to the people they care about. But few know how to do it well. In The Storytelling Edge, the content strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped award-winning brands to build relationships with millions of advocates and customers. Join as they dive into the neuroscience of storytelling, the elements of powerful stories, and methodologies to grow businesses through engaging and accountable content. With The Storytelling Edge, you will discover how leaders and workers can craft the powerful stories that not only build brands and engage customers, but also build relationships and make people care—in work and in life.

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