Weekly Alert: Finding the Real Truth in Storytelling

ContentTECH Summit - have you registered? [View Message](54648/ct0_0/1?sid=TV2%3A9IFoxh7Ui) in Browser / [Add Us](54648/ct1_0/1?sid=TV2%3A9IFoxh7Ui) to Safe Sender List [] 54648/ct2_0/1?sid=TV2%3A9IFoxh7Ui [] [Forward to a Friend](54648/ct3_0/1?sid=TV2%3A9IFoxh7Ui) This Week in Content Marketing 3.15.19 Connect with CMI 54648/ct4_0/1?sid=TV2%3A9IFoxh7Ui 54648/ct5_0/1?sid=TV2%3A9IFoxh7Ui 54648/ct6_0/1?sid=TV2%3A9IFoxh7Ui 54648/ct7_0/1?sid=TV2%3A9IFoxh7Ui 54648/ct8_0/1?sid=TV2%3A9IFoxh7Ui [] How to Be the Content in the Enviable Google Answer Box [] 54648/ct9_0/1?sid=TV2%3A9IFoxh7Ui Voice searchers hear only one answer. Visual searchers are inclined to take the first answer. How can your content get that premium placement? Follow these six steps to increase the likelihood you’ll be featured in Google’s answer box. [Read more](54648/ct9_1/1?sid=TV2%3A9IFoxh7Ui)by Dennis Shiao [Distribution and Promotion] Some more of this week's best stuff: - [7 Steps to Getting Brand Trust Right](54648/ct10_0/1?sid=TV2%3A9IFoxh7Ui) by Aaron Agius [Editorial Process and Teams] - [Don't Miss Out on These 7 Ways to Use Your Social-Share Data](54648/ct11_0/1?sid=TV2%3A9IFoxh7Ui) by Ann Gynn [Measurement and Reporting] - [3 Myths in Content Marketing and How to Counter Them](54648/ct12_0/1?sid=TV2%3A9IFoxh7Ui) by Kim Moutsos [General Success Tips] - [5 Forgotten Ways to Improve Your Link-Building Strategy](54648/ct13_0/1?sid=TV2%3A9IFoxh7Ui) by Robert Katai [Distribution and Promotion] [] [] A Note From Robert Rose 54648/ct14_0/1?sid=TV2%3A9IFoxh7UiListen to the Weekly Wrap, presented by Mission.org Robert Rose wraps ups this week with deep thoughts about the difference between “fact” and “truth” (and why all of content marketing is “based on a true story.”) Plus, hear his fresh take on a recent article that says you should [put your money where you want your subscriber growth to be](54648/ct15_0/1?sid=TV2%3A9IFoxh7Ui), and get some great ideas about [earning brand trust](54648/ct10_1/1?sid=TV2%3A9IFoxh7Ui). Get your 10 minutes of inspiration [right here](54648/ct14_1/1?sid=TV2%3A9IFoxh7Ui) or subscribe below. [Subscribe on iTunes](54648/ct16_0/1?sid=TV2%3A9IFoxh7Ui) or [subscribe on Stitcher](54648/ct17_0/1?sid=TV2%3A9IFoxh7Ui) Based on a “True” Story At the opening of some movies, you may see the phrase, “based on a true story.” These five little words are not just a disclaimer, they’re a purposeful storytelling technique. They set the expectation that what you’re about to see might be so fantastical as to seem impossible. These words also inform you that the story is mostly true. However, it’s that word “true” that can be a bit troublesome. The topic of “truth” is popular right now. During a news report about a recent controversial documentary, the filmmakers were asked, “Does a documentary need to present both sides of a story to get to the truth?” They very quickly said “no,” then went on to explain that they’re telling a story and, thus, are presenting a specific perspective. They’re presenting their truth – the truth of the hero of their story. It’s not that these storytellers are at liberty to alter the facts to fit their truth. That’s just lying. Rather, they know something important: Fact is not the same thing as truth. As my screenwriting professor [Robert McKee used to say](54648/ct18_0/1?sid=TV2%3A9IFoxh7Ui), “What happens is fact, not truth. Truth is what we think about what happens.” Storytelling is the act of choosing what happens and in what order to create a truth that changes an audience’s perspective. All brand content is “based on a true story.” One of my favorite examples comes from Apple. Have you seen the [amazing videos](54648/ct19_0/1?sid=TV2%3A9IFoxh7Ui) of people assembling complex presentations using their iPad Pro? I’m sure everything they’re doing can actually be done. It’s fact. But here’s the thing. No one I’ve ever met (and I see a lot of business presentations) has actually created their sophisticated keynote presentation using the iPad Pro. It doesn’t matter. The Apple video is simply based on a true story. We can learn from this storytelling technique as content marketers, too. When we write a white paper, or a blog article, or a case study, our goal should be to tell a story, not just relay the facts. I recently worked with a company that makes a special kind of wiring conduit with the goal of improving a thought leadership paper they’d created. The white paper walked the reader through the applications of conduit. Lightweight conduit is better when it needs to bend; rigid conduit is better when it needs to withstand weather. And some conduit, made of special materials, has the benefits of both strength and flexibility. When I asked the marketers about their story’s perspective, they told me it was that these new materials could make for more effective and efficient infrastructures. I asked them if we might change the story to talk about how engineers were creating the cities of the future by using these advanced materials. In other words, I asked if we might give their audience something that is based on a true story. Now, I’m not suggesting that marketers lie. I subscribe to Seth Godin’s point of view in the preface to his book [All Marketers Tell Stories](54648/ct20_0/1?sid=TV2%3A9IFoxh7Ui). He wrote, “I have no intention of telling you the truth. Instead I’m going to tell you a story. This is a story about why marketers must forsake any attempt to communicate nothing but the facts and must instead focus on what people believe, and then work to tell them stories that add to their worldview.” That is our truth. And we can base all our stories on it. It’s your story (and your truth). Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](54648/ct21_0/1?sid=TV2%3A9IFoxh7Ui). [] [] Sponsored Content Content Marketing Checklist - 25 Things that You Really Should Try in 2019 Ready to refresh your content marketing strategy this year? To help you discover the latest tricks and stay ahead of content marketing trends, SEMrush has prepared a content marketing checklist for 2019. Use these tactics, ideas and tools to give your content marketing strategy a much-needed boost. [Get the Checklist for Free](54648/ct22_0/1?sid=TV2%3A9IFoxh7Ui) 54648/ct22_1/1?sid=TV2%3A9IFoxh7Ui [] Sponsored Content What Marketers Need to Know About Sponsoring Podcasts Mission.org creates custom podcasts and sponsorships for enterprises that drive results, leads, and ROI. Two of their podcasts were recently selected by Apple as “Best of 2018” and companies like Salesforce trust them to produce results. Their team has recently released an exclusive report on Enterprise Podcast Sponsorships and Advertising. [Download free report](54648/ct23_0/1?sid=TV2%3A9IFoxh7Ui) 54648/ct23_1/1?sid=TV2%3A9IFoxh7Ui [] [] More From CMI Content marketing, marketing technology, content strategy. We're bringing it all together at ContentTECH Summit in San Diego next month. But you're running out of time to register! You won't want to miss CMI's new and improved spring event - hyperfocused on how to create better customer experiences through content. 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