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

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