This edited extract is from Information Storytelling in Advertising and marketing by Caroline Florence ©2024 and is reproduced and tailored with permission from Kogan Web page Ltd.
Half One in all this guide outlined the necessity for knowledge storytelling, the advantages of knowledge storytelling for the advertising operate, and the practical limitations that may get in the way in which of making an excellent knowledge story.
Half Two solutions the query: ‘What do I have to do to create an excellent knowledge story in observe?
The 5R2 roadmap has 5 key levels with anticipated outcomes, every supported by three sensible steps.
Make It RELEVANT
A related knowledge story should concentrate on the viewers’s information ranges, wants and preferences and may embody:
- A transparent premise that may generate a transformation within the hearts and minds of the viewers.
- A transparent understanding of the context aligned to the viewers’s wants.
- A targeted story that solutions the killer query for the viewers.
A related story requires strategic pondering abilities 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 improvement.
- A transparent sense of objective to maintain your story improvement on monitor.
- An opportunity to get nearer to proper first time, thus saving important iteration time on the later levels of your story improvement.
Make It ROBUST
A strong knowledge story should stand as much as scrutiny and may embody:
- A stable interpretation drawn from a spread of dependable knowledge sources.
- An information-driven argument and advice based mostly on correct and updated data.
- An insightful viewpoint offering the viewers with a ‘So what?’ and ‘Now what?’
A strong story requires sturdy evaluation abilities 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, somewhat than predictable findings.
- An opportunity to attract out richer, nuanced insights that may give 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 embody:
- A narrative decision that’s synthesized and distilled right into a key message.
- A stress-tested story decision that may drive actual choices and actions.
- A compelling construction that makes it simple to comply with the argument.
A refined story requires crucial pondering abilities to construct an information story that’s simple to comply with and interact with.
There are a number of advantages to this stage, together with:
- The prospect to pinpoint the particular ask the information story must get throughout to the viewers.
- A way of confidence that your knowledge story affords the viewers options which are each commercially viable and virtually possible.
- The chance to focus your viewers on choices wanted or actions required, somewhat than all of their vitality getting used to grasp the insights.
Make It RELATABLE
A relatable knowledge story wants to complement the perception message with an emotional connection and may embody:
- An empathetic understanding of the people concerned within the knowledge story.
- A customized strategy that speaks to the particular goal audiences’ hearts and minds.
- An partaking story circulate 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 chance of chopping via and resonating with the viewers.
- The prospect to affect actual outcomes and significant outcomes.
- A way of confidence in your capability to combine knowledge, logic and emotion in your knowledge storytelling.
Make It REMARKABLE
A exceptional knowledge story should minimize via the noise, land the message and supply a catalyst for motion and may embody:
- A straightforward-to-follow and accessible knowledge story presentation.
- A variety 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 pondering and aptitude to execute a narrative that may stand out from the group 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 pondering.
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