20 tips for powerful story-driven branding & communications

20 Tipsfor Powerful Story-DrivenBranding & Communications

@NazarethCollege@zehno#cnola

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Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

Liz Zapata

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

Karen BuckLiz Zapata

Wednesday, February 23, 2011

Wednesday, February 23, 2011

What this is all about:Content Strategy

Wednesday, February 23, 2011

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#1: Take control of your message

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#1: Take control of your message

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#2: Take help where you can get it

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#2: Take help where you can get it

Wednesday, February 23, 2011

What is your story?

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#3: Know your goals

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#3: Know your goals

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#4: Know your project objectives

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#4: Know your project objectives

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#5: Avoid demands

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#5: Avoid demands

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#6: Know what you’re trying to say

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#6: Know what you’re trying to say

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#7: Define a tone

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#7: Define a tone

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#7: Define a tone

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#7: Define a tone

Tone: Snappy, humorous, tongue-in-cheek.

Like This: You say we’ve been around the block.We take that as a compliment.

Not That: Our clients value the decades of experience Zehno’s team has.

Wednesday, February 23, 2011

Know your existing story

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#8: Do a content/story audit

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#8: Do a content/story audit

From http://www.adaptivepath.com/ideas/essays/archives/000040.php

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#9: Find out who you’re dealing with

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#9: Find out who you’re dealing with

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#10: Audit for quantity AND quality

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#10: Audit for quantity AND quality

{Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#11: Identify the gap between what you have and what you need

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#11: Identify the gap between what you have and what you need

Wednesday, February 23, 2011

Wednesday, February 23, 2011

Building what you need:Cultivating stories

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#12: Create a beat system

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#12: Create a beat system

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#13: Be open in interviews

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#13: Be open in interviews

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#14: Photos are worth 1,000 words

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#14: Photos are worth 1,000 words

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#14: Photos are worth 1,000 words

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#14: Photos are worth 1,000 words

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#15: Image and note libraries outlive individual staff members

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#15: Image and note libraries outlive individual staff members

Wednesday, February 23, 2011

Do something with all this work

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#16: Conquer politics

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#16: Conquer politics

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#16: Conquer politics

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#17: Use collaborative tools

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#17: Use collaborative tools

Page table example from Content Strategy for the Web

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#18: Create an editorial matrix and calendar

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#18: Create an editorial matrix and calendar

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#19: Curate, recycle and repackage

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#19: Curate, recycle and repackage

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#20: Get fresh!

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#20: Get fresh!

From http://www.losowsky.com/magtastic/2008/good-thinking/

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#20: Get fresh!

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#20: Get fresh!

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

#20: Get fresh!

Wednesday, February 23, 2011

NAZARETH COLLEGE & ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS

Bonus Tip: Your work is never done!

Wednesday, February 23, 2011

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Wednesday, February 23, 2011