If strategic narrative you’ve followed along with our Strategic Narrative Marketing blog series, you’ve learned about this new industry approach that was developed by Catapult PR to help companies lead markets, stand apart from their competitors, and have something meaningful to say in crowded content spaces. Recently we transitioned from the “what” to the “how.” We covered the basics of conducting a discovery session to unwrap a Strategic Narrative and explained how that will lead to the creation of a new process, vision or market category (or revival of an existing category). Last week, we offered a template for building a Strategic Narrative positioning statement.
Now What Do We Do?
Please keep in mind that Strategic Narrative Marketing is not intended to be a one and done campaign. To have any shot at making an impact, trust the process, follow our outlined steps, and make it an integral part of your company positioning and messaging strategy.
After you’ve solidified your positioning statement, the Strategic Narrative can be built out in six Power Point slides. Think of this step as simply expanding the Strategic Narrative – you don’t need to get fancy with the slides yet. Here’s what each slide should include:
Slide 1: Name of the new category, process or vision statement. Include key terms and phrases to be used consistently with the narrative.
Slide 2: Strategic Narrative positioning statement. This one is easy – insert the statement that was developed in Part 8.
Slides 3-6 will be your Strategic Narrative Outline:
Slide 3: Industry Megatrends. Aim for at least three megatrends impacting your industry.
Slide 4: Industry Status. Identify challenges, misperceptions, latest disruptions and current status.
Slide 5: Industry Vision. Identify opportunities and what the industry needs to evolve and deliver more value.
Slide 6: Company Industry Role. Explain the role the company will play in advancing the industry and its promise to advocate the new category/process/vision.
This will serve as the anchor for the Strategic Narrative. All content, marketing tactics and company initiatives will point back to the messages in these six slides.
In part 10, we will provide the tools for long-form category definition.