Styles of Storytelling - Cultivating Longform Content
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In our DrupalCon session, we will: - dissect what’s become a major buzzword – “longform content.” - take a look at different types of longform content explore how “story” fits in - uncover what types of storytelling best suit your needs - help you figure out when long-form is right for you and your organization. Many organizations are embracing storytelling techniques to better connect with their audiences and drive them to action. They’re implementing longform content as a platform for storytelling making use of its rich imagery, interactive elements, and better sharing capabilities.
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Styles of Storytelling - Cultivating Longform Content
- 2. Cultivating Compelling Longform Content #DrupalConLA #Longform STYLES OF STORYTELLING Courtney Clark, Sr. UX Designer, @circlish Kristina Bjoran, Content Strategist, @bjoran_identity
- 3. My name is Kristina. I like birds.
- 4. This is Courtney. She wore these glasses in the 80s.
- 7. Our Ask Give longform a try. Give narrative a try. Use these tips to get started.
- 8. Because... You’re a publisher. People share good stuff. Longform is all the rage.
- 9. DISSECTING LONGFORM CONTENT What the heck does that mean?
- 10. LONGFORM Mostly Static 2,000+ Words Self-Contained In journalism, this means “feature”
- 11. THREE ELEMENTS OF LONGFORM CONTENT Copy what it says Look & Feel how it looks Structures how it’s organized
- 12. Interaction Look & Feel how it looks Scrolling Images Colors Sounds
- 16. AAMC Diversity Facts and Figures Source: AAMC Diversity Facts and Figures COPY Reference STRUCTURE Exploratory
- 19. Source: Coca-Cola 2013 Year in Review Coca-Cola Annual Report COPY Narrative STRUCTURE Exploratory
- 20. New York Times Source: New York Times STRUCTURE Linear COPY Narrative
- 21. Gates Notes Source: Gates Foundation STRUCTURE Linear COPY Narrative
- 22. So what? You’re a publisher with content. These are great examples.
- 23. Let’s talk about stories. We’re talking about narrative copy. *not LOOK or FEEL or STRUCTURE
- 24. WHY NARRATIVE? It’s Compelling If you have a point, any point, to make, do it this way. It’s Human We respond well to “show don’t tell.” You Have Stories to Tell By Golly! If you work with humans, anyway.
- 25. Our Ask Give longform a try. Give narrative a try. Use these tips to get started.
- 26. Because... You’re a publisher. People share good stuff. Longform is all the rage. (and now you’re an expert!)
- 27. So let’s dig in!
- 29. Plot
- 30. Source: The Shape of Stories / Maya Eilam
- 31. HOW MANY PLOTS? Some say 7... ● Overcoming the Monster ● Rags to Riches ● The Quest ● Voyage and Return ● Comedy ● Tragedy ● Rebirth Others say 10 ● Monster in the House ● Out of the Bottle (Wishes and curses) ● Whydunit ● Golden Fleece (Quest; Journey) ● Rites of Passage ● Institutionalized ● Buddy Love ● Superhero ● Dude with a Problem ● The Fool Triumphant (Underdog) And others, 20... ● Quest ● Adventure ● Pursuit ● Rescue ● Escape ● Revenge ● The Riddle ● Rivalry ● Underdog ● Temptation ● Metamorphosis ● Transformation ● Maturation ● Love ● Forbidden Love ● Sacrifice ● Discovery ● Wretched ● Excess ● Ascension & Descension Source: 20 Master Plots Source: Save the Cat Source: The Seven Basic Plots
- 32. Conflict
- 33. Person vs. SELFConflict Types Person vs. PERSON Person vs. NATURE Person vs. TECHNOLOGY Person vs. ENVIRONMENT Person vs. SUPERNATURAL Person vs. GOD
- 34. Theme
- 35. You must, we repeat, must, have a point. You need a BIG IDEA. No point, no story. !
- 36. It is your responsibility to answer the question, “Why should I care?”
- 37. GETTING STARTED What stories can you tell?
- 38. 1. Review your content.
- 39. LONGFORM Mostly Static 2,000+ Words Self-Contained In journalism, this means “feature”
- 41. 2. Define your structure and copy type.
- 42. STRUCTURE Should people read this from Point A to Point B? YES Linear NO Exploratory
- 43. COPY Are you trying to convince somebody of something? YES Narrative NO Reference
- 44. 3. Check out examples.
- 45. Reference Narrative Linear Exploratory Reference Linear Narrative Exploratory Research articles Annual reports Data reports Essays, reviews
- 46. Linear Exploratory - Polygon - Buzzfeed - New York Times - Pitchfork - ESPN - Victory Journal - Coca-Cola Annual Report - MacArthur Foundation Annual Report - Uncube Magazine Most longform today is: - linear - journalism / features - written by writers
- 47. 4. Get your team together.
- 48. Writer Writer Front-End Designer UX Dev
- 49. Writer / UX Front-End / Back-End Dev Writer / Designer
- 51. DRUPAL CONSIDERATIONS Some things to consider.
- 52. DEVS SHOULD CONSIDER/ANTICIPATE: ● number of authors (in one piece of content) ● building entity relationships (where it makes sense) ● identifying content fields and field groups AUTHOR EXPERIENCE
- 53. ● training ● documentation ● tool tips ● field labels ● prepping staff WAYS TO IMPROVE AUTHOR EXPERIENCE
- 54. “The reason the author experience is notoriously tough is because Drupal is so powerful. It’s so flexible.” – Andy Hieb
- 55. TAKE AWAYS Longform Content ● is 2,000+ words ● is mostly static ● is self-contained
- 56. TAKE AWAYS Structure & Copy ● Structure: Linear or Exploratory ● Copy: Narrative or Reference ● Most longform you see today is Linear Narrative. ● PDFs are good candidates for longform treatment.
- 57. Our Ask Give longform a try. Give narrative a try. Use these tips to get started.
- 58. If you do linear narrative, go BIG or go home !
- 59. RESOURCES we would never strand you! ● WEBSITE - tvtropes.com ● TWITTER - search for #longform or #longreads ● BOOK - Seven Basic Plots