Everyone’s got a story, and your organization may have thousands. But too often, we scramble to find good content to fill our social, web, and media channels. In that scramble, we may end up publishing content that doesn’t engage our audiences—or help our organization’s brand—the way we need it to.

In support of a rebranding effort, one university set out to solve this challenge. By creating a “story pipeline,” they’ve captured more story leads and better shaped their story output to represent their organization. The lessons they’ve learned will help anyone seeking to expand storytelling for their own organization.

In this session, you’ll learn:

• What stories are and aren’t, and ways to get your team to come together around a definition that works for them.
• How to assess your current story output to make the case for change.
• How to introduce your creatives to the ideas of workflow and content ops.

Who will benefit most: This talk is for people who have a handle on storytelling but don't know how to turn their knowledge into a workflow and organizational strategy.