Brittney Dunkins is a senior associate and content editor at JP Morgan Chase. She spends her days working to find "best fit" content solutions and catching up on the latest trends in inbound marketing - from software to strategies. She previously worked at Converge Consulting and as a writer/editor for the George Washington University Division of External Relations. Brittney believes that innovative content starts with a great story.

Wed

22

09:00 - 12:30

Room 2

Workshop

Strategic Storytelling Listen, Empathize, Execute, Repeat

Great storytellers come from all walks of life. There's the English major with a love for the written word. The once-librarian focused on organizing and cataloging information. The creative visionary with an enthusiasm for art direction and narrative. And, of course, the journalist/reporter, constantly on the hunt for a new lead.

Even when we fit into one or more of these molds, we all have weak spots. Some of us struggle with process-related tasks like structuring and governing content. Some of us need tools and resources to support the creative side of our content. Some of us need help tying our efforts to a larger strategy.

Great storytellers aren't perfect, and good stories aren't an exact science – but there are plenty of ways to improve. This workshop is designed for storytellers aiming to sharpen their skills, embrace their weaknesses, and have an open dialogue around how we can work smarter. Join us to add these four strengths to your storytelling toolkit:

Active listening and goal setting: Engage stakeholders to define your goals.

Story mining: Develop relationships and workflows so that great stories find you.

Content creation: Assemble the dream team to craft and execute your story + use cases!

Measurement: Go beyond data to craft insights that inform and refine your strategy.

Who should attend: Editors, writers, and marketers looking to find and create better stories, or anybody aiming to tie storytelling to a big-picture strategy.