Hubspot Hosts Compelling Storytelling Webinar
Storytelling is a crucial part of inbound marketing in order to spread content
Hubspot Academy hosted an insightful webinar entitled Storytelling: How to Tell Your Story. The event was geared toward marketers and public relations professionals, and provided a fresh way for them to attract their intended target audience. The educational webinar originally aired live in December 2013, and has been archived for convenient reuse. The material was packed with useful tips, so much so that the 45-minutes spent watching it flew by.
Mark Kilens, leader of the Hubspot Academy, hosted the session. Two special guests provided the content: John Bonini, Marketing Director for Impact Inbound Marketing Agency, and Jay Acunzo, Head of Content at Hubspot. The agenda covered three topics: what is storytelling, where to tell your story, and incorporating story into your content. This report focuses on the first component.
Golden Circle courtesy of Simon Sinek
As an introduction to storytelling, this powerful quote from Seth Godin was used “Either you’re going to tell stories that spread, or you will become irrelevant.” According to Mr. Bonini, this is especially true now because of how much more noise is out there from all the social media channels.
Marketers and PR pros need to realize that people don’t buy or listen to what you do, but why you do it. Next comes how are you doing it, and then what are you selling or promoting. Simon Sinek is credited with codifying this idea. He calls it “The Golden Circle.” Sinek provides a useful example. If Apple were like everyone else, their marketing message might sound like this: “We make great computers (What), they’re beautifully designed and simple to use (How). Wanna buy one?”
Instead, here’s how Apple actually communicates: “Everything we do, we believe in challenging the status quo, we believe in thinking differently (Why). The way we challenge the staus quo is by making our products beautifully designed and simple to use (How), we just happen to make great computers (What). Wanna buy one?” The second approach is very inspiring compared to the first method. And according to Sinek, it explains Apple’s success. According to Visionary Marketing’s Yann Gourvennec “The Golden Circle of innovation is something very simple, and very often, simple things are the most effective.”
Hubspot is known for their expertise in inbound marketing. The four steps to turning prospects into customers and then promoters of your business are these: Attract, Convert, Close, Delight. Tune into Hubspot Academy for more educational brodcasts.