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Girl Geek Dinners Ottawa talk

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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.

Published in: Marketing
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Girl Geek Dinners Ottawa talk

  1. 1. Storytelling’s magic algorithm Melanie Coulson @mel_coulson mcoulson@unitedwayottawa.ca
  2. 2. Let’s make magic… … and change lives • Compelling content = conversions, $$ • CC = UA + GS + D x S
  3. 3. STEP 1: Understand your audience
  4. 4. Know your audience & voice
  5. 5. DM: Write something for her
  6. 6. STEP 2: Tell a great story We are all storytellers
  7. 7. MESSAGE
  8. 8. ELEMENTS OF A GOOD STORY: THE HOOK
  9. 9. ELEMENTS OF A GOOD STORY: THE CHARACTERS
  10. 10. ELEMENTS OF A GOOD STORY: THE SETTING
  11. 11. STEP 3: Decide how to tell your story
  12. 12. 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
  13. 13. Key planning tool: editorial calendar
  14. 14. Build a story around everything
  15. 15. STEP 4: Share your story
  16. 16. Crowd sourcing stories of impact
  17. 17. Share to show impact
  18. 18. FTW: Give every story a purpose
  19. 19. Credit: Tony Fouhse
  20. 20. http://chim.pn/1CMI1Ry
  21. 21. LET’S TALK ABOUT CONTENT Melanie Coulson Director, Communications & Content mcoulson@unitedwayottawa.ca @mel_coulson

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