This document discusses the current content landscape and importance of storytelling. It notes that while content is everywhere, volume does not equal quality. It highlights three companies that are telling good stories: 1) A luxury beauty and social media company founded by two women from Harvard, 2) A software company serving the field service industry where the author is building an independent media property, and 3) Quidsi, an e-commerce company where a video the author created reached 47k views promoting a new product launch. The document emphasizes that using tools is easy but that one must have an original idea and story that will engage people.

1. Story in the Age of Mass Content Consumerism Why Storytelling Matters

2. My Story

4. Husband, dad, sports nut, PR guy, entrepreneur

7. We’re about BIG ideas and innovation.

9. We LOVE our work.

10. We create stories, influence and awareness for companies and ideas that are changing the world.

11. Content is everywhere

12. Content is everywhere

13. Content is Everywhere

14. But it’s getting overwhelming

15. Why? Anyone can publish Distribution has become a science, filled with pipes, tools, analytics and insights Social media has turned everyone into a distributor The impact is a world of massive content production, disruption and consumption

16. Numbers Twitter registers 50M Tweets per day 30B photos uploaded to Facebook every year 12.2B videos viewed per month on YouTube in U.S. There are more than 3.5B pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook

17. But Volume ≠ Quality

18. Social is a Huge Filter

19. Filters Give Us: Meaning Engagement Interest Inspiration

20. Cool Beans All the tools and science are there for publishing, distributing, analyzing and socializing. They exist. They work. Use them!

21. The harder questions to answer are: Do you have an original idea? Do you have a story that will make people care?

22. A Good Story Informs/teaches Entertains Has interesting characters we care about Is credible and authentic Is sustainable, not just a blip on the screen

23. 3 Stories

24. A Good Story Product discovery focused on high-end luxury beauty products One part media company, one part e-commerce, one part subscription one part social network Founded by two female entrepreneurs from Harvard Crushing it and reinventing several businesses Their entire business is centered around storytelling, being authentic, capturing attention and keeping their audience engaged long term

25. A Good Story ServiceMax makes software for managers of fleets and field service agents Audience is very niche but thirsty for insights, new technologies Industry press dying We’re building an independent media property aimed at this audience.

27. Content platform Original blog content - 70+ posts, Q&As Aggregated content from custom news feeds Sponsored content (ServiceMax blog) Industry whitepapers from content partners Twitter/FB integration, mobile browser & app Since Jan 1, 2011 5,000 PVs 2,199 visitors #2 Google rank for "field service news” Small numbers but high quality and translating into very high CPM audience What’s Next? ServiceMax blog on SmartVan Newsletter (to build a targeted list which the client owns) Contests - Pimp Your Van, Van Rally News section (with custom feeds organized by topic)

28. A Good Story Quidsi: fastest growing e-commerce company in the world (parent of Diapers.com brand) Began working with them in December 2010 They wanted to get mainstream visibility and prime the pump for the launch of Soap.com We created a video about “robots” to support a PR push in advance of the Soap.com launch Goal was 10K views. We’re now at 47K views

29. Think Legendary!

34. Four Things The content economy is wonderful. Drink it up, take it on and embrace it as the future of business. Publishing, distribution, social and analytics tools make it easy to produce in volume. It’s up to you to produce great stories! Thank you for your time!