Once upon a time Marketing was about Storytelling. Today, marketers are using content strategy to drive awareness, branding and demand generation. Which makes storytelling even more important, today.

1. Return of the Storyteller

2. Once upon a time…there was
an Iceberg that was melting

3. But why was the Iceberg
melting?
Change in business
models
Explosion of data Shifting CXO
priorities
Shrinking profits
Time
Profits
Iceberg
reports
Fish
database
Penguin
Big data?
Penguin
social swim
Art Science

4. The penguins were happy and busy
catching fishes

5. But the fishes were drying up….They
Needed a New Iceberg!

6. Many penguins, many voices
“Hire new scouts and tell
them to hunt for icebergs”
“Let’s attend an iceberg
conference and get leads”
Sales AdvertisingPR Marketing
“Let’s put an ad
-Tallest iceberg needed”
“You are all saying parts of
the plan. We need to come
up with a data-driven plan”

7. Enter the CMO’s latest recruit
Fred
• Curious
• Analytical
• Data-driven
A data scientist in disguise?

8. Curious Fred’s Solution
Assess
…He showed them all the
icebergs and the fishes
Penguin Experience
Management
Iceberg Intelligence
and Dashboard
Fish Profiling
Target
Fish scoring Model
Iceberg Segmentation
High
Med
Low
Fish Persona
SCORING
…He segmented the icebergs and
targeted the best new icebergs
…He measured the fishes of other
icebergs
Catch Campaign
Measurement
Fishing Social Recommendation
Engine
Identify Similar Fishes
Measure

9. The End: The penguins found
their new iceberg
Ask the right
questions
Sell the right
story
See the full iceberg
Market
Research
Predictive
Modelling
Data
Visualization

10. Moral of the story
1,000 songs in your pocket

11. Moral of the story
Simple
1,000 songs in your pocket
Jargon
Today we are introducing a new
portable, music player that weights a
mere 6.5 ounces and boasts
voluminous capacity, long battery life
and lightning fast transfer speeds

12. Moral of the story
What the customer wants Not just what you are selling

13. Step 1: Who are you telling
your story to?
Understand target segment
Create a buyer persona
Segment followers and registrants
Influence and show solution

14. Step 2: Where to tell your story?
Own Media Paid Media
Earned Media
website
Social sites PR

15. Step 3: How to tell your story
Inbound
Content
Marketing
Outbound
Events and
conferences
Email
Marketing
Calls
Blogs
Slide-shares
Custom reports
Infographics
Marketable
assets
AD/AR/PR
Influencer
Marketing
Advertisement,
Press releases

16. Step 4: Who heard your story?
• Reach
• Engagement
• Visitor Flow
• Audience Demographics
• Conversion Attribution
Website and
social channels
Events and
Campaigns
• # of leads
• Acquisition Cost
• Conversion rates
Tools
Measure metrics that matter

17. And this really is the end!