Storytelling’s magic algorithmMelanie Coulson
@mel_coulson
mcoulson@unitedwayottawa.ca
Let’s make magic…
… and change lives
• Compelling content = conversions, $$
• CC = UA + GS + D x S
Know your audience & voice
DM: Write something for her
STEP 2: Tell a great story
We are all
storytellers
ELEMENTS OF A GOOD STORY:THE HOOK
ELEMENTS OF A GOOD STORY:THE CHARACTERS
ELEMENTS OF A GOOD STORY:
THE SETTING
STEP 3:
Decide how to tell your story
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
Key planning tool: editorial calendar
Build a story around everything
FTW:
Give every story a purpose
LET’S TALK ABOUT CONTENT
Melanie Coulson
Director, Communications & Content
mcoulson@unitedwayottawa.ca
@mel_coulson