what content strategists can learn from the movies
DESCRIPTION
Whether it’s Bridget Jones in pursuit of Mark Darcy or Monty Python on a quest for the Holy Grail, film protagonists are on a journey—and so are your customers. Look beyond the spreadsheets, diagrams and content management systems that are the tricks of your trade and learn how to apply the principles of film narrative to shape the buyer’s online journey.TRANSCRIPT
SXSW 2012
Movies
Content Strategy
Let’s break free of the funnel
What would Steven "Spielberg do?
Character
Catalyst
Follow the Yellow Brick
Road
Resolution
So how do you do it?
Character = Persona
Create Content People Crave
“The best stories transcend time and place, are more than simply entertaining—they are in some way useful to us…. The 'delivery system' may be a film, a well-told joke, or a 30-second commercial, but if it provides profound value and utility, it will move us powerfully.”
The Hero and the Outlaw
Building Extraordinary Brands Through the Power of Archetypes
Margaret Mark and Carol S. Pearson
