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Styles of Storytelling: Cultivating Compelling Long-form Content

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Many organizations are embracing storytelling techniques to better connect with their audiences and drive them to action. They’re implementing long-form content as a platform for storytelling making use of its rich imagery, interactive elements, and better sharing capabilities.

People generally learn more and remember more when more of their senses are engaged by a story. Stories that include images get about twice the engagement as text-only stories. Stories told with visual elements are instantly captivating. The more senses that are engaged, the more emotions will be engaged and the more memorable the experience will be.

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Styles of Storytelling: Cultivating Compelling Long-form Content

  1. Cultivating Compelling Long-form Content @designAVA #storytelling STYLES OF STORYTELLING Presented by Lisa Drobek, Sr. UX Designer, Forum One @ldrobek
  2. of what they see 80% of what they read 20% hear 10% PEOPLE RETAIN: of what they 65%OF PEOPLE ARE VISUAL LEARNERS
  3. VISUAL CONTENT: Visual content is forty times more likely to be shared on social media. Content with visuals get ninety-four more total views. Ninety percent of information sent to the brain is visual. Visuals are processed more six hundred thousand times faster than text.
  4. 94% CONTENT WITH VISUALS GET MORE TOTAL VIEWS 40x VISUALS CONTENT IS MORE LIKELY TO BE SHARED ON SOCIAL MEDIA 600,000x VISUALS ARE PROCESSED FASTER THAN TEXT VISUAL CONTENT: 90%OF INFORMATION SENT TO THE BRAIN IS VISUAL
  5. Let’s Talk About
  6. STORYTELLING ONLINE AS LONG-FORM CONTENTSimilar to its predecessor in print
  7. ● Interactive Reports ● Investigative Reports ● In-depth Reports The First
  8. Value Source: Shutterstock ● Thought leadership ● Increased audience engagement
  9. STYLES OF STORYTELLING Classic Storytelling Moral statement behind message Public Narrative Persuasive, drives action Creative Nonfiction Vivid descriptions of factual information
  10. CLASSIC STORYTELLING Moral Statement behind Message
  11. Message Moral statement is central theme Conflict Driving force of a good story Characters Hero, supporters, and adversary Plot The flow and how events progress 4 Elements of Storytelling
  12. 8 Shapes of Stories Source: Designed by Maya Eilam, www.mayaeilam.com with input from A Man without a Country and Palm Sunday by Kurt Vonnegut Shapes of Stories by Kurt Vonnegut
  13. Snow Fall Man in a Hole From Bad to Worse
  14. CUPS Man in a Hole
  15. World Concern Man in a Hole New Testament
  16. PUBLIC NARRATIVE Persuasive, drives action
  17. Story of Now Strategy & action Story of Us Shared values, shared experience Story of Self Call of leadership Story of ...
  18. Story of Self Story of Us Story of Now
  19. Gates Foundation
  20. Farm to School
  21. CREATIVE NONFICTION Vivid descriptions of factual material
  22. Creative Nonfiction Narrative Written with literary style and technique Factually Accurate Rooted in facts 8 Purposes
  23. Instruct Responds to the question, “How?” Profile/ Characteriz e Depth in writing, 3-5 pages Narrate The beginning, middle, and end Argue/ Persuade Persuade an audience to change their opinion Explain Describe an object, process, phenomenon, or event Immerse Details draw a reader in to the scene Demystify Make a topic understandable to others Ruminate/ Engage Engage quickly and leave contemplating 8 Purposes
  24. The Opportunity Agenda Argue/Persuade Nudges people to read the full report.
  25. Communicating Data for Impact Narrate Demystify Immerse Nudges people to read the full report.
  26. Pew Research Center Demystify Explain Nudges people to read the full publication.
  27. STORYTELLING ONLINE AS LONG-FORM CONTENTMore than just text and images
  28. ● Long-form is a great platform for telling stories. Benefits of Storytelling “Do.. or do not... there is no try.”
  29. SEO Benefits ● Higher rank in Google (SEO) ● Higher rank for long-tail keywords ● Attracts backlinks and sharing on social media 50x LONG-FORM CONTENT WITH VIDEO MORE LIKELY TO SHOWON THE FIRST PAGE OF GOOGLE THE AVERAGE WEB PAGE THAT RANKS ON THE FIRST PAGE OF GOOGLE HAS OVER 2,000 WORDS 12%INFOGRAPHICS CAN IMPROVE TRAFFIC BY
  30. TAKE AWAYS 3 Styles of Storytelling 1. Classic Storytelling 2. Public Narrative 3. Creative Nonfiction Which is best for reaching your audience?
  31. TAKE AWAYS Long-form Content ● Long-form is a great platform for storytelling. ● The more senses that are engaged, the more memorable the experience will be to your audience.
  32. THANK YOU @ldrobek ldrobek@forumone.com Lisa Drobek
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Many organizations are embracing storytelling techniques to better connect with their audiences and drive them to action. They’re implementing long-form content as a platform for storytelling making use of its rich imagery, interactive elements, and better sharing capabilities. People generally learn more and remember more when more of their senses are engaged by a story. Stories that include images get about twice the engagement as text-only stories. Stories told with visual elements are instantly captivating. The more senses that are engaged, the more emotions will be engaged and the more memorable the experience will be.

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