How to Mine Meaningful Stories -- New York Times
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Presentation by: Tara Fuller – Content Strategist, New York Times This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
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How to Mine Meaningful Stories -- New York Times
- 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION HOW TO MINE MEANINGFUL STORIES Content Strategist Tara Fuller
- 5. #C3NY • Product promotion • Brand lift • Awareness • Meaningful relationships COMMON GOALS • A “big splash” • The “never been done before”
- 6. #C3NY • Confusing ads • Blatant advertorials • Paid endorsements • Short-lived content hubs COMMON EXECUTIONS
- 7. #C3NY “Nobody reads ads. People read what interests them. Sometimes, it’s an ad.” — Howard Gossage
- 8. #C3NY Source: SocialTimes, NewsCred, Solve Media, Double Click, Google 90%70% 73%78% Prefer getting to know a company via articles rather than ads. Believe that brands providing custom content are interested in building relationships with them. Get frustrated when content has nothing to do with their interests. Of consumers find custom content useful.
- 9. Creating quality content isn’t easy.
- 10. #C3NY 1. Strategy 2. Relevancy 3. Complexity into clarity 4. Compelling storytelling 5. A lasting impression 5 COMPONENTS OF QUALITY CONTENT
- 11. #C3NY 1. Strategy – Scour the landscape – Understand the audience 5 COMPONENTS OF QUALITY CONTENT
- 12. #C3NY 1. Strategy 2. Relevancy – Know what’s going on – Be part of the conversation 5 COMPONENTS OF QUALITY CONTENT
- 14. #C3NY 1. Strategy 2. Relevancy 3. Complexity into clarity – Understanding is key – Not all data is created equal – Don’t force the story 5 COMPONENTS OF QUALITY CONTENT
- 15. #C3NY 1. Strategy 2. Relevancy 3. Complex 4. Compelling storytelling – Invoke emotion – Fully immerse readers 5 COMPONENTS OF QUALITY CONTENT
- 17. #C3NY 1. Strategy 2. Relevancy 3. Complex 4. Compelling Storytelling 5. A lasting impression – Change perceptions – Change perspectives 5 COMPONENTS OF QUALITY CONTENT
- 18. #C3NY 1. Listen 2. Research 3. Get your hands dirty 4. Don’t be afraid to pivot 5. Let the story be the story TAKEAWAYS
- 19. #C3NY “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett
- 20. #C3NY Prior to joining NYT, Tara helped health startups create their brand strategies. She also ran editorial for OPEN Forum for over two years, and launched the American Heart Association’s first content marketing site. Tara Fuller @tarasoph Facebook.com/TBrandStudio @TBrandStudio