The Idea Climbing™ Podcast

Storytelling is an absolute must in the marketing world. In this episode I discuss How to Create Story-Driven Content Marketing Campaigns with my guest, Katie Wagner.     Katie spent more than 15 years as a journalist. In 2010, Katie realized that she could use the skills she learned in the newsroom to help business owners connect with their clients online and started her own agency, KWSM. Katie is a proud member of Vistage, Provisors and the Young Entrepreneur Council. She has served as a member of the Advisory Board for Web Wise Kids, a non-profit focused on keeping kids safe on the internet and social media. In 2012, she was honored with the organization’s ‘Champion for Children Award.’ We dive into topics including: How to use informational interviews with your clients to create your marketing stories. The structure of a great informational interview. Where and how to share your story once you create it. How to get happy clients to share your story with their friends in their language. Why learning why your happy clients are happy can help you learn a lot about your business and ultimately improve your client experience. A deeper discussion into how to create a successful marketing strategy with your content once it’s ready. An examination of the pillars of story-driven content marketing and how to expand that marketing process. How to uncover how prospects discover you and make the decision to become your clients. The definition of “nurturing content” and how to create it. How to nurture your client relationships once you close the deal. How to get qualified referrals from your existing clients. Why case studies are the most compelling way to create story-driven marketing campaigns and how to create great ones. The one thing, above all else, you need to do to create story-driven content marketing campaigns. …and more golden nuggets of advice! Getting Into Storytelling  Katie was a journalist for 15 years before she started a digital marketing agency. She specifically worked in television and radio. She worked all over the world and retired from CNN headline News back in 2009.  She opened her agency in 2010. The reason she did that is because she realized that nobody was going home to watch the five o’clock news anymore. They started getting the headlines on Facebook and Twitter. As those channels came to prominence, that became the way people wanted to get their information. Katie saw an opportunity to teach business owners how to tell their story using digital channels. She believed that founding a company in the tenets of journalism and knowing what attracts an audience was a good place to start. What Successful Marketing is Really About First Katie defined brand journalism. What that means to her is that it is the act of creating content that builds an emotional connection. It’s about the humans involved in a business. Brand journalism highlights the stories of the people that make or deliver your products or service. It highlights the stories of the people that benefit from your products and service. It’s really about those emotional connecting stories that we have to tell beyond just features and benefits also known as the marketing or the sales language. It’s really about that human language. Those are the stories they tell at the her agency. Even during the very early days, back in 2010, they had to interview their clients to uncover those stories. When you ask somebody about their business their default they usually talk about is the services they provide and what they can do for people or their products and what the benefits are. They forget the most important parts. What are they? It’s answering questions such as what does that do for somebody? How does it change their life? and from there focusing on the transformation around using your products and services. The first step was to teach people to start thinking of their businesses based on the answers to those questions and focusing on the outcomes their clients’ were creating more than the services they were delivering. The Structure of A Great Story When Katie’s agency is telling stories for their clients there’s a purpose behind the stories they’re telling. They like to think of it as the transformation moment. There’s a before for your potential client, then they use you, and then there’s an after. And that arc is the story you want to tell. What is life like before they interact with you? You know, what are their pain points? What are their struggles? What are the fears and motivations they have? And then what happens at that moment they engage with your products or services? Then what is the transformation after that engagement? How is life different? How does life look better, safer or easier for them? If you can start creating content around that transformation point, those stories really resonate with people. Even when Katie’s agency is creating website content, they ask themselves can you paint a picture of the pain that they’re in now and how your product or service solves that? Not through the physical, like what does it do, but what is the emotional state? The before and the after. If you think of that story arc, that’s a pretty good place to start. And then there are a multitude of different spinoffs from that. You can talk about individual types of pain. It doesn’t always have to be pain, but at least their initial needs. Is it philosophical or an emotional pain? Is it a physical pain? Is it a tactical pain? Here’s an example using Katie’s own business. People that hire KWSM do so because they’re a lead generation agency, so they their clients want leads for their businesses. The sort of surface pain point may be that their business is slow or they’re not getting as much business as they want, or they need a better way to get business. But really the pain point is “My business won’t survive unless I bring in new clients.” That is the emotional connection they’re trying to get at. People need lead generation not just to grow, but because they’re afraid of what happens if they don’t grow. Unfortunately, people don’t usually admit that to each other. But if you really dig deep, for example, if most of Katie’s clients are afraid in today’s geopolitical climate, they fear that if they don’t have a good lead generation strategy, their business may not make it through to the other side. And that’s the pain point they have to step into. That’s some powerful stuff! Onwards and upwards; listen to or watch the episode for the rest! You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea” About My Guest Katie Wagner spent more than 15 years as a journalist. After graduating Magna Cum Laude from Boston University with a B.S. in Broadcast Journalism and a B.A. in International Relations, she began her career as an investigative reporter, and then spent a decade as a television and radio news anchor. Katie has worked at CBS, ABC, Fox, CNN and National Public Radio. In addition, she has appeared on dozens of commercials, educational videos and websites. She has hosted her own talk show, had columns published in major newspapers and blogs, and is a popular public speaker. In 2010, Katie realized that she could use the skills she learned in the newsroom to help business owners connect with their clients online. She opened KWSM to help companies and organizations tell their story, building the agency with journalists, whom she knew understood how to establish a relationship with their audience and convey information in an engaging and educational way. Katie is a proud member of Vistage, Provisors and the Young Entrepreneur Council. She has served as a member of the Advisory Board for Web Wise Kids, a non-profit focused on keeping kids safe on the internet and social media. In 2012, she was honored with the organization’s ‘Champion for Children Award.’ Over the years she has served as an Entrepreneur in Residence at Chapman University’s Leatherby Center for Entrepreneurship and Business Ethics, a Mentor for Chapman’s MBA Program, and a guest lecturer for Chapman, California Southern University and California State University, Fullerton. Connect with Katie on LinkedIn! Learn more about Katy’s company, KWSM Digital! Want to learn more about storytelling and sales? Check out “Story Selling: How to Know What Stories to Tell to Sell with Sylvain “Sly” Haché”