What Content Strategists Can Learn from the Movies

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Whether it’s Bridget Jones in pursuit of Mark Darcy or Monty Python on a quest for the Holy Grail, film protagonists are on a journey—and so are your customers. Look beyond the spreadsheets, diagrams …

Whether it’s Bridget Jones in pursuit of Mark Darcy or Monty Python on a quest for the Holy Grail, film protagonists are on a journey—and so are your customers. Look beyond the spreadsheets, diagrams and content management systems that are the tricks of your trade and learn how to apply the principles of film narrative to shape the buyer’s online journey.

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Transcript

  • 1. SXSW 2012
  • 2. Movies
  • 3. Content Strategy
  • 4. Let’s break free of the funnel
  • 5. What would Steven "Spielberg do?
  • 6. Character
  • 7. Catalyst
  • 8. Follow theYellow Brick Road
  • 9. Resolution
  • 10. So how do you do it?
  • 11. Character = Persona
  • 12. Create Content People Crave
  • 13. “The best stories transcend time and place,are more than simply entertaining—they are insome way useful to us…. The deliverysystem may be a film, a well-told joke, or a30-second commercial, but if it providesprofound value and utility, it will move uspowerfully.” The Hero and the Outlaw Building Extraordinary Brands Through the Power of Archetypes Margaret Mark and Carol S. Pearson
  • 14. Thanks! @carmenhill carmenh@bnj.com #sxsw | #csmovies