NATIONAL producer shares what makes for great content
MAY 7, 2018
JOLEAN OLSON, VICE PRESIDENT, SCENIC ROAD
Jolean Olson is an Emmy-award winning content producer. She lives to create, write, and produce any kind of content for the web, broadcast, and cable television.
3 MAIN TAKEAWAYS
1. A good story is authentic. It is emotional and utilizes empathy. It has a story arc with both levity and change.
2. Here are three brands doing digital storytelling well: AirBnb for its visual, aspirational approach; VFW for its authentic focus on its audience; and B&W Trailer Hitches for lifestyle-driven storytelling and brand films.
3. Measurability. You can have the best content ever and it won't matter if no one sees it. Create a content "eco-system" with multiple touchpoints to reach your audience. Optimize your content for the platform in which it lives, and make sure it's easy for your audience to take the action you want them to take.