If you’ve ever wanted to tell a memorable, meaningful story, you’ve probably spent a lot of time and energy wondering where to start, then worrying that what you came up with still may fall short. If this is you, get registered right away, because this month’s DFWSEM event is designed to eliminate all this wasted time and energy from your life.
Let’s start with a story.
A man goes on a journey.
Or another: A stranger comes to town.
Or maybe that stranger comes to town with a new and improved widget with an exceptional customer service experience…
If you’ve ever wondered what it is that makes one story more compelling than another, one brand better at capturing an audience than another, Pearl Higgins from Outspoken Media can help.
Pearl comes to Dallas in April to present Powerful Storytelling Done Right.
There is a lot of confusion afoot in the world of digital marketing about how to cover your bases on this new “storytelling” front. Rather than simply working a few “story” pieces into your editorial calendar, powerful storytelling requires going back to basics: your images, your language construction, the tools you use. It’s easy to talk about storytelling as a fresh spin on the same old content you’re already doing, but that will always fall flat.
Storytelling in 2017
It’s all about the audience.
By starting with a focus on the audience and their experience, Pearl argues, you’re positioned to set your story up for success. By using elements of reputation marketing and customer experience, she’ll take you and the rest of the DFWSEM audience through establishing the trust needed for receptive listening.
Pearl is a former children’s book reviewer and graduate student in Children’s Literature, so she draws parallels between the well-loved stories of youth and what we should be trying to emulate and capture in our digital storytelling. Above all else, she’ll demonstrate the positive audience experience needed for successful storytelling.
Breaking down the elements & tools
While a receptive audience is a required first step, there’s so much more to the construction of a compelling story.
How you construct sentences, how images are laid out, who your protagonist is, and what tools and platforms you use to tell this story will all contribute to its success.
Pearl will take us through site-wide storytelling with your language, in your imagery, in your UX, your CTA, your social, and beyond! We’ll look at what it takes to tell a story in one paragraph, one sentence, and one image. We’ll also learn to apply those principles again and again.
Marrying customer experience and storytelling
Lastly, Pearl will take your through applying what we know about the needs of our audience in 2017 and the requirements of quality storytelling to build stories that shine. We’ll look at some of the most innovative tools and platforms out there and discuss the possibilities, both large and small, available to you.
We’ll all go on a little journey, rocked into creative delight by Pearl’s experience and knowledge, and leave as if tucked in after a fantastic reading of “Goodnight Moon.”
As Director of Client Services, Pearl Higgins spends every day coaching her team and clients in the art of building stories that capture attention and compel an audience. Her background in children’s literature means she understands what it takes to capture some of the trickiest audiences out there, and she’s happy to help apply that to an even more elusive audience… digital consumers.