Content Marketing: Reapplying the Art of Storytelling in Business-to- Business Ventures By: Aniko DeLaney, Global Head of Corporate Marketing at BNY Mellon

Transformational CMO Assembly

Content Marketing: Reapplying the Art of Storytelling in Business-to-Business Ventures Aniko DeLaney

June 2015

Global Head of Corporate Marketing, BNY Mellon

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• The relationship between storytelling and listener engagement

• Getting started: Identifying storytelling opportunities … and partners

• Crafting messages that captivate your target audience

•  Weaving key messages into a framework

• Try it out: Develop your storytelling skills

Agenda

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Cavemen Did It Too

•  Ageless: “…the influence of Cicero upon the history of European literature and ideas greatly exceeds that of any other prose writer in any language."

•  Sales Tool: great stories can help sell a variety of products.

The relationship between storytelling and engagement

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You Want to Write About What?

•  In her book "Whoever Tells the Best Story Wins," author Annette Simmons identifies six structures that you can use to tell business stories:

Identify the storytelling opportunities

"Who-I-Am" Stories

"Why-I-Am-Here"

Stories Teaching Stories

Vision Stories

Values-in-Action Stories

SOURCE: Whoever Tells the Best Story Wins: How to Use Your Own Stories to Communicate with Power and Impact: AMACOM, Annette Simmons, 2007

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Getting Started

Reimagine a storyline

SOURCE: bnymellon.com

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Getting Started

…and find partners to help tell it

SOURCE: bnymellon.com

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Crafting Messages that Captivate Your Target Audience

Effective story telling elements to consider using in every narrative

Use powerful emotions to capture readers’ hearts.

Don’t focus on your story. Focus on your customer.

Strike the right balance between making the story too much fun … or not fun enough.

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Weaving Key Messages into a Framework

A storytelling framework that can be used in any situation

SOURCE: On Message, Zach Friend, 2013

Get your listeners’ attention with a challenge or a question.

Give your listeners an emotional experience by narrating the struggle to overcome that challenge or finding the answer to the opening question – make your listener the ‘hero’.

Galvanize your listener’s response with a resolution that calls them to action.

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Apply the Storytelling Framework to Your Business

SOURCE: bnymellon.com

Get your listeners’ attention with a challenge or a question. 1 Investment Trends:

The Rise of the Robots

This piece has a specific “means to an end”, we assess the financial and social benefits advanced robotics could bring to the global economy, but it poses a relatively disruptive challenge, which elicits a reaction from readers.

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Apply the Storytelling Framework to Your Business

SOURCE: bnymellon.com

Give your listeners an emotional experience by narrating the struggle to overcome that challenge or finding the answer to the opening question – make your listener the ‘hero’. 2

Enabling Innovation

This piece successfully made an emotional connection between the capital raised by our Depositary Receipts department and a real-life story of two sisters from Georgia who needed life-changing spinal surgery.

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Apply the Storytelling Framework to Your Business

SOURCE: bnymellon.com

Galvanize your listener’s response with a resolution that calls them to action. 3

This portion of our bnymellon.com site uses storytelling to help boost recruiting efforts. In our careers section, we added ‘A Day in the Life’ and an Interviewing Tips section specifically engineered to prompt a response from readers (apply for or accept a position).

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Team Exercise: Turn to your neighbor and tell them a story using the framework:

Get your listeners’ attention with a challenge or a question.

Give your listeners an emotional experience by narrating the struggle to overcome that challenge or finding the answer to the opening question – make your listener the ‘hero’.

Galvanize your listener’s response with a resolution that calls them to action.

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“I've learned that people will forget what you said, people will forget what you did, but people will never forget

how you made them feel.”

- Maya Angelou