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Storytelling’s magic algorithmMelanie Coulson
@mel_coulson
[email protected]
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Let’s make magic…
… and change lives
• Compelling content = conversions, $$
• CC = UA + GS + D x S
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Know your audience & voice
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DM: Write something for her
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STEP 2: Tell a great story
We are all
storytellers
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ELEMENTS OF A GOOD STORY:THE HOOK
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ELEMENTS OF A GOOD STORY:THE CHARACTERS
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ELEMENTS OF A GOOD STORY:
THE SETTING
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STEP 3:
Decide how to tell your story
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Act as a Publisher
• Dwindling traditional media audiences are a good thing
• Take control of the story on owned channels
• Create a content team
• Declare a Managing Editor
• Recognize this process is not a light switch
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Key planning tool: editorial calendar
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Build a story around everything
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FTW:
Give every story a purpose
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LET’S TALK ABOUT CONTENT
Melanie Coulson
Director, Communications & Content
[email protected]
@mel_coulson