What’s the difference between a story and a narrative?
Between a story and information?
And what does it mean to run #LikeAGirl?
Such were the questions about 300 content marketers, storytellers and other media pros discussed last week at a conference I attended in Boston. Content Rising, put on by the Boston-based Skyword agency, focused on how to engage audiences with useful, compelling content — articles, video, photos, social media and more. It was one of those energizing experiences you hope for from a professional gathering, with lots of smart people, goodwill and creative energy bouncing around.
I love how events like this get covered now via Twitter. It’s like having a roomful of reporters sharing best quotes and reactions. Here are 13 tweets from the experience that give a pretty good overview of what’s being discussed about content marketing and storytelling these days.
Marketing Stats amid the Media Evolution
Tom Gerace, founder and CEO of Skyword, opened with stats that show brands need to stop interrupting what consumers want and instead become what they want. Take a look at these photos. Marketers believe their work has changed more in the last two years than since the dawn of television. On Facebook, 15 billion pieces of content are posted each month.
Storytelling Tips from a Master
Robert McKee, a screenwriting coach and author on storytelling, shared some thoughts on what a story is and is not — and pointed out that young adults and teen-agers are too smart for traditional, B.S. marketing that’s little more than bragging.
I love a wise curmudgeon who calls people on their B.S.
Finding Your Voice
Author Ann Handley is always thoughtful, engaging and entertaining. Handley says finding the right tone and voice is the “secret sauce” of effective content marketing.
Look for little opportunities to enliven such traditionally dull, perfunctory spots as the “About Us” page with copy that can be fun and deliver your brand voice.
Finally, A Few Words on Innovation
Dan Pallotta, inventor of multi-day AIDS and breast cancer walks, closed with some inspiring thoughts on innovation.
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