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

STEP 1:

Understand your audience

Know your audience & voice

DM: Write something for her

STEP 2: Tell a great story

We are all

storytellers

MESSAGE

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

STEP 4:

Share your story

Crowd sourcing stories of impact

Share to show impact

FTW:

Give every story a purpose

Credit: Tony Fouhse

http://chim.pn/1CMI1Ry

LET’S TALK ABOUT CONTENT

Melanie Coulson

Director, Communications & Content

mcoulson@unitedwayottawa.ca

@mel_coulson