Tell Your Story Founder George Rafeedie gave a recent breakfast seminar with the Chicago Business Marketing Association where he taught a group of B2B marketers how to develop and share stories on any budget.

1. Develop & Share Your
Story on Any Budget
@grafeedie
#tellyourstory

2. Internal or Consultant/Agency
Planning Process
Content Needs & Types
Expectations
Execution
Amplification
ANY BUDGET

3. 3

4. Content Marketing World
But first….
Top Ten List

5. What the hell is Content Marketing World?

6. Thoughts from #CMWORLD15
1. Content Marketing is Marketing.
2. You need time, patience & dedication.
3. You need an authentic story.
4. You need a plan.
5. Buy-in from your organization is tough.
– Figure it out.
6. Entertainment gets Content Marketing.
7. Content Marketing is more than marketing.
8. PR folks need to step up.
9. Content Marketing World sponsors are fun.
10.I like Cleveland.
#cmworld15

7. What is your story?
Everyone has a story.
Big. Small. Individual. Non-Profit.
Start Up. Division.

8. What is your story?
Find It.
Develop It.
Tell It.
Measure It.
Improve It.

9. What is your story?
You don’t need a
budget to have a story.

10. What is your story?
You don’t need a
budget to tell a story.
• Internal or Consultant/Agency
• Planning Process
• Content Needs & Types
• Expectations
• Execution
• Amplification

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Our Process

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Purpose
Process

13. Purpose-Driven Messaging
…the only organizations left standing will be the
ones that actually stand for something. Without
a purpose that improves peoples’ lives, and
contributes to the greater good, organizations
will struggle.
-- Roy M. Spence Jr.
Author of It’s Not What
You Sell, It’s What You
Stand For
“
“

14. The brands that will thrive in the
coming years are the ones that have
a purpose beyond profit.
-- Richard Branson
“ “
Purpose-Driven Messaging

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Story
Development

16. Story Development & Sharing Process
Executive download
& brainstorm sessions
– Customer pain and your claim
discussion
– Personality / Culture exploration
– Internal perception of yourselves
vs the competition
– Sessions include members of
executive team, marketing, sales and
other groups
Purpose-driven creative brief
development
– Provides direction for all future
tactical planning and creative
exploration
1 External interviews
– Interviews with customers,
employees, prospects (5-10)
2
Research / research review
– Review existing primary research and
conduct secondary research
3 4

17. Story Development & Sharing Process
Creative Concepting
– Verbal and Visual creative exploration
to make your purpose come to life
Evaluate
– Evaluate, analyze and improve
5 Integrated tactical plan
development
– Tactical detail, budget, timing
6
Execute plan
– Tell your story by making it happen
through various tactical channels
7 8

18. Story Development & Sharing Process
Executive download
& brainstorm sessions
– Customer pain and your claim discussion
– Personality / Culture exploration
– Internal perception of yourselves
vs the competition
– Sessions include members of executive team,
marketing, sales and other groups
Purpose-driven creative brief development
– Provides direction for all future tactical
planning and creative exploration
1
External interviews
– Interviews with customers, employees,
prospects (5-10)
2
Research / research review
– Review existing primary research and conduct
secondary research
3
4
Creative Concepting
– Verbal and Visual creative exploration to make
your purpose come to life
Evaluate
– Evaluate, analyze and improve
5
Integrated tactical plan development
– Tactical detail, budget, timing
6
7
8
Execute plan
– Tell your story by making it happen through
various tactical channels

19. 1. Executive Download & Brainstorm
• Get your buy-in.
• Set the tone for the initiative.
• Make people feel like they are part of
the story development and sharing
process.
• Meet one-on-one with internal
stakeholders.
• Make it fun and exciting.

20. 2. External Interviews
• You don’t need to spend 6 months
and lots of money to do customer
research.
• Just talk to a few of your customers.
Advocates and detractors. Current
and former.
• Get a direction of what they think of
you – the good, bad and the ugly.
• Get words, images, ideas to help
directionally start crafting your story.
• Customers love to give you their
opinions. Make them feel important.

21. 3. Research / Research Review
• Review any primary research that was done in
the recent past.
• Review all research done in your industry.
• Six months of research for quantitative study?
–Ain’t nobody got
time for that.

22. 22
Kimberly "Sweet Brown" Wilkins

23. 4. The Purpose/Creative Brief Development
• Document used as the foundation of
all marketing communications and
content marketing activities.

24. Purpose-Driven Framework
What is your brand
purpose – the
difference you make
in the world?
Elegantly Simple, Crystal
Clear, Brutally Single-Minded,
Innately Inspirational, Evident
in Deeds as Well as Words
BRAND PURPOSE
SUPP
ORT
What
supports
your brand
purpose?
PROMISE
What is your
pledge to the
marketplace
as a
company?
VALUES
What is
your behavior
within the
marketplace as
a company?
VOICE
What is your
branding and
communications
voice?
Creative Brief Foundation

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We help make
relationships count.

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We drive positive
behaviors with
rewards that people
want and need.

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We help improve
your work/life
balance.

28. 28
We improve
healthcare in this
country. One
homecare code at a
time.

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We want to make you
happy, fulfilled and
successful.

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This is where the $$$
comes into play.

31. 5. Creative Concepting
• Bring your message to life with
words and imagery.
Something is still getting blown alright. Money.

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35. Amplify Your Stories
Distributing Content with a Purpose
Story
Earned
Media
Paid
Media
Owned
Media
• Website
• Blog
• SEO
• Social Media
• Case studies
• Traditional PR/Media Relations
• Social Media Engagement (likes,
comments, shares, re-tweets, etc.)
• SEM / Digital / Display
• Retargeting
• Social Paid Ads
• Traditional Paid Ads

36. Develop and Share Stories
Your Story
Stories in support
of your purpose
or message
Pains
Claims
Purpose
Competitive
Messaging
Audience
Pain-
Needs-
Habits
Internal
Expertise-
Your Claims Market
Perceptions of
You vs. Comp
Planning | Distribution | Engagement
GOALS ARE TO:
• Raise Awareness • Generate Leads
• Support Sales • Grow Revenue

37. 6. Integrated Tactical Plan Development
• Distribute your story

38. 7. Tell Your Story! Execute
• Put your plan into action.

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Story
Marketing
Purpose
Message
Development
Visual
Identity
Creative
Concepting
Paid
Advertising
Media
Relations
Search
Engine
Marketing
Search
Engine
Optimization
Trade
Show
Promotion
Social
Media
Community
Management
Content
Development
Sales
Support
Digital
Development
Internal
Communications
Video Writing
& Development
E-mail
Campaign
Development
& Execution
Event Creation
& Execution

40. 8. Evaluate

41. 8. Evaluate

42. Story Development & Sharing Process
Executive download
& brainstorm sessions
– Customer pain and your claim discussion
– Personality / Culture exploration
– Internal perception of yourselves
vs the competition
– Sessions include members of executive team,
marketing, sales and other groups
Purpose-driven creative brief development
– Provides direction for all future tactical
planning and creative exploration
1
External interviews
– Interviews with customers, employees,
prospects (5-10)
2
Research / research review
– Review existing primary research and conduct
secondary research
3
4
Creative Concepting
– Verbal and Visual creative exploration to make
your purpose come to life
Evaluate
– Evaluate, analyze and improve
5
Integrated tactical plan development
– Tactical detail, budget, timing
6
7
8
Execute plan
– Tell your story by making it happen through
various tactical channels

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45. Thank You.
George Rafeedie, Founder
847.921.3925
grafeedie@tellyourstoryinc.com
@grafeedie
@tellyourstorybc
/tellyourstoryinc
tellyourstoryinc.com