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Sauder School of Business

Digital Content and Storytelling

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Description

Establish deeper connections with customers and clients by incorporating storytelling elements and articulating a compelling narrative within your digital content. Determine your audience’s media preferences, then choose the channels that work best to distribute your content while you shape each narrative to suit your brand’s identity, voice and tone. From creation to distribution to archiving, learn how to successfully manage your content while also regularly measuring and evaluating its performance.

What you will learn

  • Establish deeper connections with your audience, or customers, by incorporating story elements and articulating a narrative within a digital context.
  • Understand the process of digital storytelling highlighting unique content
  • Define the best channels of distribution for your content, based on your audience’s media preferences
  • Learn to shape narrative to suit your brand’s identity, voice and tone
  • Build a story that is both compelling and true to your organization’s brand

Program content

  • Content, storytelling and key media used by digital marketers
  • Key elements of a good story in both traditional and digital contexts
  • Brands that use storytelling to meet business goals and objectives
  • Define your brand’s identity, voice, and tone
  • Stages of storytelling from planning through publication
  • Target your audience by channel preference

Who should attend

For early career to mid-level managers who lead and/or coordinate communication for their organizations and for professionals engaged in marketing, public relations, content creation, media curation, social media and other digital technologies

Experts

I bring more than 20 years of experience as a creative technologist, interactive strategist, and facilitator. As a facilitator, I use my experience to shepherd organizations through challenging moments in their development. Primarily, I work with methodologies of Transformational Consulting, whic...
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