In this Master Class, you'll learn how to:
- Understand the purpose and structure of Brand Storytelling so your stories clearly convey the "why" behind your company
- Dig deeper into the facts of your brand to find real-life connections that resonate with your community
- Create both Micro and Macro Stories to connect with your audience and inspire them to take action with your brand
MAKE YOUR BRAND MEMORABLE WITH STORYTELLING
A good story is more than entertainment. It's memorable, easy to share, and can inspire action in the audience.
But in B2B companies, stories are often avoided. We might think a story is too soft, or our brand is boring. Or that our customers only want features, benefits, and data. They do want these... but they want to know the story of who they're working with, too.
Are you effectively telling your brand story in your content marketing?
Join Ekaterina Walter—senior director of marketing at ZincFive and author of The Laws of Brand Storytelling—to discover the power of using stories in marketing. You'll discover how to use stories to make your brand memorable, inform purchase decisions, and influence your buyers to take action.
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
What Is Brand Storytelling
Understanding what storytelling really is—a journey for the audience—and how to use your stories to connect with your community and buyers.LENGTH: 8:54 minutes
Head Marketing vs. Heart Marketing
To influence buyers with stories, you have to connect with their hearts and their heads—and know when to do each.LENGTH: 8:02 minutes
Micro and Macro Stories
Discover these different story types and how to use them in your marketing.LENGTH: 8:52 minutes
The Storyteller Journey
Discover the overview of a successful story. Does your B2B story match?LENGTH: 2:49 minutes
You (Yes, You!) Are a Storyteller
Ever talk your way out of a speeding ticket? Everyone is a storyteller—and it's a skill that you can improve.LENGTH: 7:54 minutes
Your Brand's Purpose and Promise
They matter to your customers. Here's how to identify your purpose and promise and how to make them unique to you.LENGTH: 14:16 minutes
What Story Are You Telling?
There are many types of stories you can use. Learn about the strongest options in B2B marketing and which will work best for you.LENGTH: 6:41 minutes
B2B ≠ Boring-to-Boring
Every business has a story to share. Here's how to cut through the myths around storytelling so you can resonate with the right audience.LENGTH: 6:33 minutes
What's in a Story
The Storytelling Framework that helps decide what to keep—and what to cut out—to make your brand story memorable.LENGTH: 4:18 minutes
Sourcing Your Stories
Where and how to find inspiration for your Micro and Macro Stories.LENGTH: 10:56 minutes
Secrets to Story Crafting
Seven essential points to remember when crafting your story to keep it concise and influential.LENGTH: 16:09 minutes
The Power of Visual Storytelling
Why you shouldn't don't dismiss short-form content and how to increase the stickiness of visual storytelling.LENGTH: 26:37 minutes
Sharing Your Story
Increase your story's impact by using the right channel, the right context, and the right format at the right time.LENGTH: 18:33 minutes
Your Story Doesn't End With Creation and Sharing
Enjoy greater success with your stories by engaging with your community.LENGTH: 14:24 minutes
Real-Time Storytelling Done Right
On the spot for a story? Use the 6 Ps Framework to be prepared for a timely response.LENGTH: 6:26 minutes
What if They Don't Like My Story?
How to deal with negative or lackluster feedback.LENGTH: 16:30 minutes
Measuring and Optimizing
The best storytellers are like the best marketers: always improving based on what they learn.LENGTH: 3:49 minutes
Stories From the Front Line
20+ real-world examples of effective B2B storytelling.LENGTH: 43:12 minutes
Storytelling Is the Best Marketing
Take your audience for a ride and they'll never forget you: how your marketing changes with the quality of your storytelling.LENGTH: 4:15 minutes
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These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
- Registration required to access supplementary resources
Storytelling -- Download | Transcripts (zip)
Storytelling -- Replay | Mar 22 watch party
YOUR INSTRUCTOR: Ekaterina Walter
Ekaterina Walter is a globally recognized business and marketing innovator, international speaker, and Wall Street Journal bestselling author of The Power of Visual Storytelling and The Laws of Brand Storytelling. Her two decades of experience as a brand marketer and storyteller include a blended perspective of Fortune 500, start-up, and nonprofit environments. Ekaterina's thought leadership has been featured on CNBC, ABC, CNN, Forbes, TechCrunch, Fast Company, and WSJ.
Instructional Designer: Sean Adams
MarketingProfs Instructional Designer Sean Adams is a certified life coach, Amazon bestselling author, international speaker, former college professor, and elite communicator committed to creating world-class experiences. He's trained over 10,000 people from the stage, in-person, and online, and is committed to developing and delivering simple-to-understand and instantly usable content.