Wednesday, April 24, 2019
1:30 p.m.-4:30 p.m.
Intensive workshop
Greenway Ballroom D
Tizzy Asher

Put strategy into your storytelling

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Stories are one of our most powerful tools for engaging people. But storytelling without strategy is just fiction. In this workshop, we will look at how to put a strategic framework behind stories so that they can inspire, engage, inform, and teach more effectively. 

We will break down the elements that make a compelling story, and examine the interplay between audience and story. We’ll look at how storytelling and content strategy support each other to achieve goals. This isn’t a fiction-writing workshop—we will focus on how to use stories to solve business or organizational problems—but the frameworks can be applied to any story type.

Attendees will apply storytelling techniques to a problem from their real-world lives. Expect to pick apart example stories and try to understand why they work. We’ll use lots of sticky notes to workshop a problem or friction from your daily life individually and in small groups. Story work is often ambiguous, so come prepared to share work-in-progress thoughts.

This hands-on workshop will help you:

  • Understand why we love stories so much.
  • Identify the elements of story and how they work together.
  • Learn to dissect stories you encounter in daily life.
  • Apply content strategy tactics like voice, tone, and style to a story.

Who should attend: This session is ideal for content strategists who want to apply a strategic lens to storytelling, or for folks with a background in creative or journalistic storytelling who want to apply strategy to a process that often feels instinctual.

Prerequisites: It will be helpful if you have a basic understanding of content strategy tactics and an interest in stories and all the ways they can be expressed.

Tizzy AsherTizzy Asher

Director of UX, Content Systems, Expedia

Download slides from this presentationBack to 2019 main conference schedule< Back to 2019 workshop schedule

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