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 Considered one of this ebook outlined the necessity for knowledge storytelling, the advantages of knowledge storytelling for the advertising operate, and the practical obstacles that may get in the way in which of making a fantastic knowledge story.
Half Two solutions the query: ‘What do I must do to create a fantastic knowledge story in observe?
The 5R2 roadmap has 5 key levels with anticipated outcomes, every supported by three sensible steps.
Screenshot from datastorytellinginmarketing.com/toolkit, June 2024Make It RELEVANT
A related knowledge story should concentrate on the viewers’s information ranges, wants and preferences and may embrace:
- A transparent premise that can generate a transformation within the hearts and minds of the viewers.
- A transparent understanding of the context aligned to the viewers’s wants.
- A centered story that solutions the killer query for the viewers.
A related story requires strategic considering expertise to stipulate the story plan.
There are a number of advantages to this stage, together with:
- The chance to realize early enter, collaboration and co-creation to feed into your story growth.
- A transparent sense of goal to maintain your story growth on observe.
- An opportunity to get nearer to proper first time, thus saving important iteration time on the later levels of your story growth.
Make It ROBUST
A strong knowledge story should stand as much as scrutiny and may embrace:
- A stable interpretation drawn from a variety of dependable knowledge sources.
- An information-driven argument and suggestion based mostly on correct and updated data.
- An insightful perspective offering the viewers with a ‘So what?’ and ‘Now what?’
A strong story requires sturdy evaluation expertise 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 knowledge story.
- A way of confidence within the credibility of your interpretation and suggestions.
Make It REFINED
A refined knowledge story should present a transparent and compelling narrative and may embrace:
- A narrative decision that’s synthesized and distilled right into a key message.
- A stress-tested story decision that may drive actual selections and actions.
- A compelling construction that makes it straightforward to comply with the argument.
A refined story requires crucial considering expertise to construct an information story that’s straightforward to comply with and interact with.
There are a number of advantages to this stage, together with:
- The prospect to pinpoint the precise ask the info story must get throughout to the viewers.
- A way of confidence that your knowledge story presents the viewers options which can be each commercially viable and virtually possible.
- The chance to focus your viewers on selections wanted or actions required, fairly than all of their vitality getting used to know the insights.
Make It RELATABLE
A relatable knowledge story wants to complement the perception message with an emotional connection and may embrace:
- An empathetic understanding of the people concerned within the knowledge story.
- A personalised method that speaks to the precise goal audiences’ hearts and minds.
- An participating story move that pulls 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 probability of reducing by and resonating with the viewers.
- The prospect to affect actual outcomes and significant outcomes.
- A way of confidence in your capacity to combine knowledge, logic and emotion in your knowledge storytelling.
Make It REMARKABLE
A exceptional knowledge story should lower by the noise, land the message and supply a catalyst for motion and may embrace:
- A straightforward-to-follow and accessible knowledge 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 exceptional story requires artistic considering and aptitude to execute a narrative that can stand out from the gang 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 knowledge story.
- The prospect to disrupt the established order and transfer past default considering.
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