Discover the crucial difference between story-telling and story-selling in this brand new and highly anticipated addition to our Collective101 series.
Hosts for the evening Lisa and Mark Paton, founders of Carnaby + Company, and two of the most experienced content marketers in the business, will talk you through the delicate art of creating a compelling narrative around your business story in a voice that will earn audiences’ attention and inspire brand empathy.
They will help you define the purpose of the content you want to create by focusing on who you want to speak to, what you want to say – and what they want to hear.
– Understanding audience
– Finding brand voice
– Defining content purpose
– Exploring content ideas and opportunities
– Having a plan for distribution and amplification
Brought to life by a range of original and true life case studies, with ample opportunities for questions, discussion and interaction throughout.
This class is for you if you are:
– Current or graduate marketing students
– Start up founders looking to maximise your brand story
– Small business owners looking to manage and instigate your own content marketing plan
– Current marketing and social media managers
– Anyone interested in branding and the effective communication of their brand through storytelling.
About Carnaby + Company:
Carnaby + Company is a Sydney-based content marketing consultancy focused on providing impartial strategic advice that helps brands transform their burgeoning owned media channels into streamlined, stand alone and stand out business assets.
Lisa Paton: As a journalist turned brand storyteller, Lisa has headed up branded content divisions for many major Australian publishers, including Pacific, Hardie Grant and most recently, Bauer Media. During her career, she has worked with myriad brands and businesses from Virgin to Coles, Telstra to Foxtel, Westfield to Westpac, Austrade to CPA Australia. Inspired by people, excited by purpose, informed by insights and underwritten by experience, she has unshakeable faith in the value of well-crafted content anchored in genuinely intelligent thinking.
Mark Paton: Mark’s background has followed the professional path from custom publishing to content marketing. He has spent the last 20 years working with Pacific, Hardie Grant and Bauer in General Management roles focusing on business development. Mark thrives on the interactions of content marketing: the depth of the relationships, the eclectic challenges of responding to each unique client brief and the satisfaction of working with so many diversely talented people.