Wednesday, Mar. 14
The art of storytelling online: How to engage customers, journalists and employees with riveting brand content
It’s not the container, but what’s inside that matters most. Whether you’re aiming for an engaging social media post, online video, infographic or text, you first have to be a storyteller. In this opening pre-conference session, Mark Ragan and Jim Ylisela, co-owners of Ragan Consulting Group, will take you through the best qualities of being a great brand journalist—in any format.
- Why storytelling engages audiences more than facts
- To shift the focus of your content: It’s about your audience, not about you
- How to be your own publisher and stop begging members of the media for attention
- Secrets (such as focusing on people) for finding the emotional center of your communications
Visual storytelling: The great brand equalizer
How many articles have you read telling you that video and visual storytelling is the single most effective way to grow and retain a loyal audience? Probably too many to count, but you can’t just hit record and expect results. Attracting and retaining an audience using video takes skill, strategy, timing and creativity. It also takes money, but you don’t have to be a massive corporation with unlimited resources to do it successfully. This crash course will show you where to start (or how to fix) your video storytelling—and explain why the little details can endear you to an audience.
- Five crucial elements that make your video resonate with viewers
- Best practices in formats, timing and trends across social platforms
- Why moving all your resources to a “pivot to video” strategy can end in brand heartache
- How visual storytelling can positively affect your PR and marketing efforts