Digital marketing requires more than storytelling. Stories have a single path - an arc. But consumers, B2B or B2C, can choose their own paths. They work with you to create the stories. Make sure you know how to do that with search, social, and the other online channels. Use Marketing Worldbuilding

1. STORYTIME’SOVER
MARKETERSARENOWWORLDBUILDERS

4. THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING
those were
some good
times

7. THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING

8. Buyourrunningshoes.They’rethebest
runningshoesyou’llfind.Wehavepinkrunning
shoes,brownrunningshoesandrunningshoes
thathelpyourun.They’reshoes.Forrunning.

9. I sell homes in Seattle. Seattle real
estate is a great deal right now. Come
see all my Seattle homes on my Seattle
real estate site full of homes in Seattle
because my home are really nice and
they’re in Seattle.

10. STORYTELLING

11. STORYARC,TOPVIEW

12. STORYARC,TOPVIEW

13. uh-oh

14. BEHONEST

15. WENOLONGERCONTROL
THEWHEN,THEWHERE
(ORMAYBETHEWHAT)

16. auuughhh!
we no longer
tell the
story!!!!!

17. SILLINESSRESULTS

21. CONVERSION
WEGOTRANSACTIONAL

22. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
TRANSACTIONS

23. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEREADYTOBUYYOURPRODUCT,RIGHTNOW

24. Cool social icons from Azmid http://portent.co/1Sxb6EP
THEUNIVERSEPROBLEM
PEOPLE SEEKING YOUR PRODUCT, RIGHT NOW
$
UNIVERSEPROBLEM

26. PEOPLEWHOWANTACRUISE
$

27. PEOPLEWHOWANTTO$#@!

28. BEHOLD

29. $

31. PLACES=THEMAP
PATHS+PLACES=THEWORLD
MOVEMENTCREATESSTORIES

32. PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE

33. $
TRANSACTIONALWORLDBUILDING

34. PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE

35. $
PLACES

36. EVERYTHING’SAPLACE

37. $
DESTINATION

38. DESTINATION

39. DESTINATION

40. DESTINATION

41. $
PLACES

42. “WEHELPFINDTHEBESTDEALEVERYWHERE”

43. “WEHAVEINFORMATION”

44. Cool social icons from Azmid http://portent.co/1Sxb6EP
“WE’REGOINGGREEN”

45. “HERE’SMORE”

46. YES,TRANSACTIONAL

47. $
COOPERATIVE

48. RETARGETING

49. RETARGETING

50. $
AUDIENCE-CREATED

51. THEAUDIENCECREATESPLACES

52. THEAUDIENCECREATESPLACES

53. THEAUDIENCECREATESPLACES

54. $
ALGORITHMCREATED

58. AUDIENCE

59. DENIM≠JEANS

60. $
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU

61. $
PEOPLEWITHRELEVANTQUESTIONS

62. QUESTIONS

63. ANSWERTHEPUBLIC.COM

64. “WEAREOPENONSUNDAYS”

65. QUORA

66. SEARCHSUGGEST

67. SEARCHSUGGEST

68. SEARCHSUGGEST

69. $
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU

70. $
PEOPLEREADYTOBUYRELATEDPRODUCTS

71. COLLABORATIVEFILTERING

72. COLLABORATIVEFILTERING
CREATE/GOTOTHESEPLACES

73. ANSWERTHEPUBLIC.COM
COLLABORATIVEFILTERING

74. SOCIALADVERTISING

75. $$
PUBLISHWHERETHECUSTOMERSARE

76. oohhmmmm
NOTHINGISBORING

77. THEREISNOBORING

78. THEREISNOBORING

79. ENSUREKICK-ASSPLACES

80. $
PEOPLE

81. $
PEOPLEWHOTOLERATELOUSYUX

82. DOTHELITTLETHINGS
PROVIDE AGREATPLACE
DON’TGIVEMETHIS

83. CREDIT:ZEKEMILLER,TIMEREPORTER

84. CREDIT:ZEKEMILLER,TIMEREPORTER

85. THATFEELSLIKETHIS

86. ANDENDSLIKETHIS
$$$$

87. GIVEMETHIS

88. GRAMMARLY

89. GRAMMARLY

90. HEMINGWAYAPP.COM

91. HEMINGWAYAPP.COM

92. SPEEDTHINGSUP

93. 700kb png 64kb jpg

94. 24kbjpg
PNGforlessphoto-ish
4kbpng

95. 1.1 megabytes

96. 227kb

97. IMAGEOPTIM/CAESIUM

98. lazy loading

99. AVOIDCRAPPYSTOCKPHOTOS

100. Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS

101. Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS

102. Lack of brand safety
AVOIDCRAPPYSTOCKPHOTOS

103. Pexels.com
Unsplash.com

104. oohhmmmm
YOUSTILLCONTROLYOURBRAND

105. PRESENCE=BEINGATAPLACE

106. YOURPRESENCEDICTATESYOURBRAND

107. NON-BRAND

108. GOODPRESENCE=GREATBRAND

110. Cool social icons from Azmid http://portent.co/1Sxb6EP
JUSTBAD

111. Cool social icons from Azmid http://portent.co/1Sxb6EP
JUSTBAD

113. COMMENTS

114. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLESHOPPINGFORMARKETINGBOOKS

115. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
MARKETINGNERDS

116. BADTARGETING=BADBRAND(articlebySlate)

117. BADTARGETING=BADBRAND

118. GOODPRESENCE=GREATBRAND

119. oohhmmmm
IT’SADAPTIVE

120. PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE

121. PATHSAREVERBS

122. $
THEAUDIENCEMOVESFROMPLACETOPLACE

123. $

124. $

125. $

126. $

127. $

128. $

129. $

130. $

131. oohhmmmm
IT’SNOT(TOTAL)CHAOS

132. SOSTOPIT.FACILITATINGPATHS

134. FULLYDESCRIBE

136. ONETWEAK

137. AWESOME

138. MISSEDOPPORTUNITIES

139. DEFENSIVEDESIGN

140. CONVERSION
NORAILROADING
you will go
this way and you
will like it!!!

141. RAILROADING

142. NEVERTRYTOOWNAHASHTAG

143. CHAOSRESULTS

144. CHAOSRESULTS

145. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEANNOYEDWITHQANTASSTRIKE

146. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
EVERYONEWHO’SHEARDOFQANTAS

148. oohhmmmm
YOUCANTRACKANDOBSERVE

149. PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE

150. CONVERSIONS&MICROCONVERSIONS

152. MICROCONVERSION:
SCROLLPAST50%

153. MICRO-CONVERSION=MOVEMENT
$

154. MICROCONVERSION:
E-MAILSUBSCRIPTION

155. MOVEMENT
$

156. TRANSACTION
$

157. GOOGLEANALYTICSTOPCONVERSIONPATHS
TOPCONVERSIONPATHSTARTS
W/ORGANIC,ENDSWITHDIRECT.
3-STEPPATH

158. TRUESTORY
$

159. search content facebook content e-mail $$$$
TRUESTORY

160. Turn off paid
social. there’s no
ROI
TRUESTORY

161. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
auuughhh what
happened?!!!

163. LAST-CLICKSOCIALCONVERSIONS

164. search content facebook content e-mail $$$$
TRUESTORY

165. TRUESTORY
$

166. search pinterest e-mail $$$$
TRUESTORY#2

167. TRUESTORY#2
$

168. TRUESTORY#2
$
ADDAPLACE.
COMPLETEAPATH.

169. search pinterest content e-mail $$$$
TRUESTORY#2

170. $

171. WORLDBUILDINGISANADAPTIVEPROCESS

172. $

173. $

174. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
THISFEELSSAFER

175. WORLDBUILDINGISLOTSOFLITTLEBETS
(ACTUALLYSAFER)

176. PLACES
PATHS
MOVEMENT
OPTIMIZE
FACILITATE
OBSERVE

177. ITTAKESYOUFROMTHIS

178. TOTHIS

179. POOT

180. TRYIT

181. SMALL, UNMARKED BILLS ONLY
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