This was a talk I gave on storytelling and content creation to Girl Geek Dinners ottawa. It focussed on the work we're doing at United Way Ottawa, and how we convert compelling content to an ask.

1. Storytelling’s magic algorithm
Melanie Coulson
@mel_coulson
mcoulson@unitedwayottawa.ca

2. Let’s make magic…
… and change lives
• Compelling content = conversions, $$
• CC = UA + GS + D x S

3. STEP 1:
Understand your audience

6. Know your audience & voice

7. DM: Write something for her

8. STEP 2: Tell a great story
We are all
storytellers

9. MESSAGE

11. ELEMENTS OF A GOOD STORY:
THE HOOK

12. ELEMENTS OF A GOOD STORY:
THE CHARACTERS

13. ELEMENTS OF A GOOD STORY:
THE SETTING

14. STEP 3:
Decide how to tell your story

15. 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

16. Key planning tool: editorial calendar

18. Build a story around everything

20. STEP 4:
Share your story

22. Crowd sourcing stories of impact

24. Share to show impact

25. FTW:
Give every story a purpose

26. Credit: Tony Fouhse

27. http://chim.pn/1CMI1Ry

28. LET’S TALK ABOUT CONTENT
Melanie Coulson
Director, Communications & Content
mcoulson@unitedwayottawa.ca
@mel_coulson