Content

Digital Breakfast: Storytelling and emotional engagement for brands through digital channels

A theme close to our hearts for our March Digital Breakfast on Wednesday 12 March, as we look at the key principles of digital storytelling. A panel of 4 digital storytellers will be discussing their approaches to content strategy and user experience.

Our breakfast events are now exclusive to CMA members only. As a leading digital thought leadership event, the breakfast is a key membership benefit to joining the CMA.

About

Storytelling and emotional engagement for brands through digital channels
Using content to build brand stories is a powerful way to attract, engage and convert customers and prospects. But how do you define storytelling for brands, and how can you ensure that you tell your brand stories effectively?

This session will look at the key principles of digital storytelling, with examples from brands that have put this approach into practice.

Digital storytellers from a range of backgrounds will be discussing their approaches to content strategy and user experience. They will show how you can ensure you build powerful narratives that build trust and generate an emotional response.

Speakers and panellists

  • Elizabeth McGuane, Director of Content Strategy, Fleishman Hillard
    Elizabeth will get us thinking about the differences between content strategy, content marketing and storytelling, based on her own experience as a strategist at Fleishman Hillard and as a creative writer. She'll talk about how structure, narrative and awareness of the reader - or in digital terms, the user - all form a part of great content. Elizabeth is a writer and content strategy consultant with a background in journalism and UX.  
  • Geoff Turral, Commercial Director, Storystream
    Geoff will be talking about the problems that many brands face with content marketing. The solutions, he says, lie in the principles of storytelling, and in particular involving the audience in your content. He'll be showing us how this can be done, with examples of brands that are doing this well.

  • John Newbold, Creative Director, 383 Project
    When it comes to telling stories online, user experience matters. Users are leaving blogging platforms and owned blogs to choose to write in new third party spaces; new platforms such as Medium and Exposure are becoming a natural home for many writers and photographers, and for publishing organisations such as the New York Times, the Guardian and Pitchfork there's an increasing focus on building richer experiences around content. In this talk we'll look at how user experience can be a key differentiator for creating content people want to read and look at some of the themes and design styles emerging from the web’s richest experiences. 

Who should come?
Senior Managers, Account Directors/Managers, senior management, editorial, developers, designers, marketers, and any agency staff with an interest in brand storytelling.

When
Weds 12 Mar - 9am to approx. 10.30/11.00am
Breakfast is served from 08.45am

Cost
CMA members:   £60 + VAT *
Clients:  We invite CMA members to bring their clients for free

* CMA Digital Breakfasts are now exclusive to CMA members only. As a leading digital thought leadership event, the breakfast is an exclusive membership benefit.

Where
IAB, 14 Macklin Street, London, WC2B 5NF (nearest tube Covent Garden/Holborn) Map >>

How to book your place
Email booking form to Patrick.hartigan@the-cma.com

Diary dates
View Future CMA Digital Breakfast dates and topics here >

6thMar 2014


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