Intro To PR: Storytelling Pays in Marketing

Nick Armstrong, I make marketing FUN.

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9 Lessons (48m)
    • 1. Intro to PR: Storytelling Pays in Marketing - Welcome!

      2:19
    • 2. Marketing vs PR vs Branding

      3:49
    • 3. What Makes For Good Stories

      6:20
    • 4. Earned Attention vs Stolen Attention

      3:38
    • 5. Actions Speak Louder Than Content

      5:49
    • 6. Why User-Based Content Wins Over Influencer Marketing

      5:09
    • 7. Growing Solid Story-based Content

      7:59
    • 8. Branded Content - Not Always Under Your Control

      7:40
    • 9. Wrap-Up and Final Project

      5:44
18 students are watching this class

Project Description

Outline Your Brand Story

Using the provided template, and in 2-3 sentences each, write down:

Your attitude - this is the all-encompassing beliefs of your brand, your brand values, the things your brand stands for (big picture stuff)



Your approach - how you showcase your attitude (your brand values) in day-to-day business



Your major goals - up to 5 major goals for the next 1-3 years (these should at least tangentially align with your attitude and approach)



Your customer’s purchase story - the story of your customer’s purchase (from their perspective, step by step from need discovery to follow-up/referral):

  • What are their intrinsic values? (if these are discernible within your market - e.g. people like us purchase things like this)
  • Need Discovery
  • Solution Search
  • Solution Identification
  • First Contact and Shopping/Learning
  • Solution Creation/Purchase (Sales Process)
  • Checkout
  • Setup/Installation/Unboxing/Service Work
  • Customer Service/Follow-Up
  • Review/Referral

What you hope people think about your brand


What Are 3 Touchpoints You Can Use To Tell Your Story?

This could be your contract, your receipts, your voicemail message, social media profiles, etc… anywhere the customer or community interacts with you is a “touchpoint”.


Who are 3 customers who could serve as brand advocates?

These are usually your best, most frequently visiting, and most honest customers.


What Are 3 Touchpoints Creating Disconnect For You?

This could be your contract, your receipts, your voicemail message, social media profiles, etc… anywhere the customer or community interacts with you is a “touchpoint”.


3 Content Ideas - Identify 3 Community Members, Employees, or Customers

For each, outline:

  • Who is it about:
  • What is their relationship to your brand:
  • What about them are you going to honor?:
  • How does this relate to your own brand story?:

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