Former editor of branded content at the New York Times, Melanie Deziel, shares her experience crafting resonant narratives and using them to build connections and serve audiences. Topics include her time at the New York Times, maintaining journalistic standards in branded content, crafting powerful speeches, and the importance of storytelling for marketers.
Authenticity, credibility, unique angles, and human connection are crucial in creating compelling brand journalism.
Trusting your own voice, embracing your unique style, and infusing relatability into storytelling leads to impactful content.
Deep dives
The Power of Stories
Stories have a transformative impact as they allow us to connect with others and see the world through different perspectives. They evoke emotions, spark new ideas, and bring about positive change. However, the traditional approach to teaching storytelling often fails to cultivate true storytellers. It is not simply about learning the mechanics, but about practicing and embodying the art of storytelling. In the era of information overload, where connection and resonance matter more than ever, it's crucial to shift our focus from content and reach to meaningful connection and storytelling.
Signature Stories: Unveiling the Practice and Posture
The Signature Stories mini-series aims to explore the hidden practice of exceptional storytellers and delve into the unique perspective and humanity they infuse into their work. By examining their practices, we can learn to move beyond polished systems and structures and truly become storytellers ourselves. Melanie Diesel, a renowned branded content creator and author, shares her story of meeting David Carr, the media critic of the New York Times, and how it transformed her approach to storytelling. This powerful case study emphasizes the importance of authenticity, credibility, unique angles, and human connection in creating compelling brand journalism.
Becoming a Storyteller: Trusting Yourself More Than Conventional Thinking
Melanie's journey from imposter syndrome to becoming a confident storyteller reveals valuable insights. She highlights the significance of relying on intuition and exploring unconventional choices in a world crowded with mediocre content. It's about trusting your own voice, embracing your unique style, and infusing personality and relatability into your storytelling. The key lies in finding the right prompts for your creative brain and steering away from self-imposed blocks. By focusing on audience education, reputable sources, and human connection, you can create stories that touch hearts, change minds, and make a lasting impact.
Crafting and Adapting the Story of Transformation
Melanie's story of meeting David Carr has evolved over time, refining and adapting to fulfill its purpose. The emphasis shifted from the details of the meeting to the transformative lessons learned and the significance of maintaining journalistic integrity in branded content. By molding the narrative, she ensures that the story resonates with her audience, addressing the pressures and challenges faced by marketers in creating impactful content. It serves as a reminder that despite limited resources, everyone has the ability to create compelling stories by focusing on core principles and aiming for genuine connection.
Up first in this mini-series, Creator Kitchen co-founder and author Melanie Deziel sits down with Jay to share a story about her time as the first-ever editor of branded content at the New York Times. Jay and Mel dive into the messy reality of crafting resonant narratives -- and using them to serve an audience and build your business.
Throughout this series, we'll learn from how inspiring creators and experts craft their most valuable, most original stories that build connection and resonate deeply. We're putting on display the hidden details, tiny choices, and emotional moments, as we seek to go beyond telling stories to instead BECOME storytellers.
BECOME A STRONGER STORYTELLER:
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