NOVEMBER 2018 GERMINATION.CA 39 CONTENT MARKETING 101 — create and distribute consist- ent, relevant, and engaging content that attracts a defined audience and ultimately drives action. Regardless of the channel — website, newsletter, social media, video, sell sheets, or webinars — your content should tell a story. Why? Storytelling is one of the best tools for generating an emotional response. Content that generates an emo- tional response is more likely to have an impact and be remembered. When I was a kid, instead of reading me books, my father would tell me stories. I know a good story, and have been privileged to have grown up around a talented storyteller. Yet, I don’t consider myself a good storyteller. Since storytelling does not come naturally to me, I have had to dissect and closely observe storytelling. Storytelling is an art that starts with a great plot line. There is a structure to a great story. Here’s what I have learned about the architecture of a great story. Every story can be broken down into three segments: the problem, the journey and the solution. 1. The most powerful stories are human. A good story CONTENT MARKETING 3 QUALITIES OF A GOOD STORY Kelly Saunderson, Client Services Manager, CREATE by Issues Ink ksaunderson@issuesink.com • issuesink.com starts by introducing characters. Who are the characters, and what makes them relatable? Once you have begun to paint a picture of the characters, introduce the problem that they are facing. Remember: stories thrive on conflict and drama. You need to outline a problem or challenge facing the characters. 2. How did the character(s) address the problem? What was the character’s journey to a solution? Here is where you can introduce or build upon themes, which are cru- cial to a story. Themes may include: ambition, discovery, freedom, power, security, etc. 3. The story progresses to the grand finale — the solu- tion. How will the characters resolve the problem? The resolution may be a mistake made and lesson learned with the problem still existing. However, the story still needs to aim towards a close. Where a product should never be a main character, a product can be part of the solution. Storytelling is a skill, honed over time with practice. Use your story as practice. Everyone has a story to tell. What’s yours? MANY SEED BUSINESSES end up deciding that they are better off doing things the way they have become accustomed to, even when the status quo means continuing living with software or software providers that are far from perfect. The slow lane on a highway is often more comfortable. The following are some typical excuses that a business may use, but are these really justified? A modern system is too expensive. In reality, a new software system helps the business plan better and allows it to deal with larger volumes of orders and inventory by improving the business processes and providing better visibility so that throughput is improved, shipments are on time, lowering need to hold inventory for extended periods. Spreadsheets are just as good. Replacing spreadsheets eliminates slow and error-prone manual data entry and maintenance and out-of-date spreadsheets being updated by different people and departments. The team is just too busy. A modern comprehensive seed management system frees the team from time-sucking BUSINESS MANAGEMENT IS FEAR KEEPING YOU IN THE SLOW LANE? Vincent Veneziale, Product Manager, Cultura Seed Solutions @Vince_Veneziale • vincent.veneziale@culturatech.com • culturatech.com manual, repetitive and duplicate tasks. This helps the business run more smoothly by consolidating data so you can make decisions and provides up-to-date, accurate vis- ibility of inventory. A new system will lack flexibility and not be tailored to my specific needs. A good software vendor will keep their systems up-to-date with business and regulatory changes and will also provide customisation services to accommo- date the specific functionality needed and the ability to add on capabilities as the business grows. Comprehensive software systems are only for big busi- nesses. A flexible seed management system can adapt to small- and medium-sized business and be the perfect integrated line of business solution for bigger companies. Investing in software gives businesses the potential to do more business, have happier customers, achieve their goals and give their employees the tools they need to suc- ceed. You really do have nothing to fear but fear itself.