Create Inventive Content – Melanie Deziel: For example if

Melanie Deziel : For example, if your goal is, “You see, our customers don’t really understand this particular area of our business, we need to do a little education. “They would look at that list and say,Well, telling them about our founder, doing a people-centered story, that’s not going to shed much light on it, so let’s skip that for now. “But maybe a story that helps them understand the history of this particular problem, this challenge, this field, could be useful. Melanie Deziel: Whatever content you find If you have a new product launch or an upcoming event, or if you’re trying to promote your company in general, think about how you could tell that story through the prism of history. The story of our company, the story of this product. Melanie Deziel: But if you know that your overall goal is to create deeper relationships with these types of listeners, or to increase awareness of the event that we’re organizing, or to help people better understand a particular issue, then that helps you choose the approach and the formats. Melanie Deziel: It seems like the real challenge that many of us face, especially if you’re a one-man content team, or if content is just one of many tasks you’ve set yourself, is that we don’t have a lot of time or money left to do these things. Melanie Deziel: First of all, every piece of content that you’ve created, loved, or consumed consists of only two things. John Jantsch: Yeah, I’m glad you brought that idea, something that you’re good at, something that you like or prefer, because it’s hard work, and if it’s something that you really hate, then you don’t cling to it, that’s a good point. Melanie Deziel: The idea is that you can tell a story through a timeline, rather than just written content. Melanie Deziel: I keep reminding people that the place doesn’t have to go to Des Moines like you said, it’s the states and the interstate and the highways and all that. I think every time you think of a story, you try to convey You will interview someone and they will mention different places in their story, you will talk about a particular story that has several geographical points, you can make a map, an option, a complement or the only way to explore that content. Melanie Deziel: If you start with one of the others, whether you’re writing, using a computer graphic or just sound, it’s still wonderful. Melanie Deziel: My approach is a little different in that I’m not here to talk about your brand story as a whole, right? That’s not who you are as a company. That’s what we’re really trying to do, is give you a system to talk and think about creating content, so that you don’t try to do things halfway. Melanie Deziel: So the purpose of this book was really to say that you don’t have to be an amazing, magical, productive content creator to regularly have something unique to say. As long as you agree that each piece of content has a purpose and a format, I suggest that if I can give you a tool belt with those purposes and formats, you can develop new combinations of those things that will allow you to tell similar stories in new ways. John Jantsch: I see a role, even When I talk about content, a lot of people listen to the blog posts, and that’s where they stop. Melanie Deziel: I think at the end of the day, all the content we produce has to serve our business goals in some way.