The strategic storyteller : content marketing in the age of the educated consumer

著者

    • Jutkowitz, Alexander

書誌事項

The strategic storyteller : content marketing in the age of the educated consumer

Alexander Jutkowitz

Wiley, c2017

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

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

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