This edited extract is from Knowledge Storytelling in Advertising and marketing by Caroline Florence ©2024 and is reproduced and tailored with permission from Kogan Web page Ltd.
Half One among this guide outlined the necessity for information storytelling, the advantages of information storytelling for the advertising operate, and the practical boundaries that may get in the way in which of making an amazing information story.
Half Two solutions the query: ‘What do I have to do to create an amazing information story in apply?
The 5R2 roadmap has 5 key levels with anticipated outcomes, every supported by three sensible steps.
Make It RELEVANT
A related information story should give attention to the viewers’s information ranges, wants and preferences and may embody:
- A transparent premise that may generate a transformation within the hearts and minds of the viewers.
- A transparent understanding of the context aligned to the viewers’s wants.
- A targeted story that solutions the killer query for the viewers.
A related story requires strategic considering abilities to stipulate the story plan.
There are a number of advantages to this stage, together with:
- The chance to achieve early enter, collaboration and co-creation to feed into your story improvement.
- A transparent sense of objective to maintain your story improvement on monitor.
- An opportunity to get nearer to proper first time, thus saving vital iteration time on the later levels of your story improvement.
Make It ROBUST
A sturdy information story should stand as much as scrutiny and may embody:
- A strong interpretation drawn from a variety of dependable information sources.
- An information-driven argument and advice primarily based on correct and updated info.
- An insightful viewpoint offering the viewers with a ‘So what?’ and ‘Now what?’
A sturdy story requires robust evaluation abilities to floor and uncover the important thing insights.
There are a number of advantages to this stage, together with:
- The chance to uncover new insights and concepts, fairly than predictable findings.
- An opportunity to attract out richer, nuanced insights that can provide depth to your information story.
- A way of confidence within the credibility of your interpretation and proposals.
Make It REFINED
A refined information story should present a transparent and compelling narrative and may embody:
- A narrative decision that’s synthesized and distilled right into a key message.
- A stress-tested story decision that may drive actual choices and actions.
- A compelling construction that makes it simple to observe the argument.
A refined story requires important considering abilities to construct a knowledge story that’s simple to observe and have interaction with.
There are a number of advantages to this stage, together with:
- The prospect to pinpoint the particular ask the info story must get throughout to the viewers.
- A way of confidence that your information story affords the viewers options which might be each commercially viable and virtually possible.
- The chance to focus your viewers on choices wanted or actions required, fairly than all of their vitality getting used to know the insights.
Make It RELATABLE
A relatable information story wants to counterpoint the perception message with an emotional connection and may embody:
- An empathetic understanding of the people concerned within the information story.
- A personalised method that speaks to the particular goal audiences’ hearts and minds.
- An partaking story circulation that attracts the viewers in.
A relatable story requires emotional intelligence to create a narrative grounded in actual life and enriched by human expertise.
There are a number of advantages to this stage, together with:
- The elevated chance of reducing by way of and resonating with the viewers.
- The prospect to affect actual outcomes and significant outcomes.
- A way of confidence in your potential to combine information, logic and emotion in your information storytelling.
Make It REMARKABLE
A outstanding information story should lower by way of the noise, land the message and supply a catalyst for motion and may embody:
- A simple-to-follow and accessible information story presentation.
- A spread of digestible micro-content that appeals to a variety of viewers wants.
- A storytelling supply that’s provocative and stimulates reflection and debate.
A outstanding story requires inventive considering and aptitude to execute a narrative that may stand out from the group and drive motion.
There are a number of advantages to this stage, together with:
- The power to maintain a distracted viewers’s consideration.
- The chance to drive additional curiosity in your information story.
- The prospect to disrupt the established order and transfer past default considering.
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