AMA Conference 2020

The Power of Storytelling

The Power of Storytelling

By The Audience Agency

SUMMARY

Two audio case studies by The Audience Agency on the power of storytelling. In the first Richard Leeming talks to Dave Howard of Bespoken Media and Vic Turnbull from Mic Media about how they work with clients to make podcasts that tell powerful stories. In the second he talks strategy, specificity, and scalability with the Tate's Hilary Knight.

“If you can create a product that makes people feel like they want to hear more, then what you’ve got there is the beginnings of a very positive relationship. If you can bring people into your brand through storytelling, they will be committed to you, they will be grateful to you for bringing them to this product that they value. Then you’ve got them eating out of the palm of your hand.”

Storytelling is one of the most basic human skills, it’s fundamental to the way that people communicate with each other. It’s one of the best ways a cultural or creative organisation can both grow new audiences or deepen their relationship with the audiences they already have. All cultural and creative organisations are a treasure trove of fascinating stories. But they don't always tell them that way. To make sure you can use storytelling to meet your strategic aims organisations need to develop a content strategy. Richard has been talking to experts in the field to learn more about the power of stories.

Episode 1 | The Power of Podcasting

Richard Leeming talks to Dave Howard of Bespoken Media and Vic Turnbull from Mic Media about how they work with clients to make podcasts that tell powerful stories.

Episode 2 | Making art accessible to all

In this second audio case study about how to organise yourself to create content that better connects with your audiences, Richard Leeming talks strategy, specificity, and scalability with the Tate's Hilary Knight.

"Storytelling is at the heart of the human condition, it’s how we construct our realities and our communities … it’s the heartbeat of everything we do as human beings”.

That’s the approach that has underpinned the way the Tate Galleries have used content to engage with their audiences and keep those relationships alive over the last year.
“The thing I drew on most of all from my days in broadcasting was a focussed attention to audience, and making content for a specific audience rather than trying to make content for everybody. You’ve got to focus in – and actually, when you focus in, you then build halo effects around that, of audiences who are interested. I built the digital content strategy around the sense of a project life-cycle that starts with creative thinking and ends with measuring your output and learning from what you’ve just done to build on it the next time…”


Richard Leeming has a background in journalism and digital product development. He has spent his career embracing technical and editorial innovation and interpreting new digital platforms & products to help organisations understand and exploit a changing landscape.

Hilary Knight is the Director of Digital at Tate. In her role, Hilary is responsible for all of Tate’s audience-facing digital work - a charge that has taken on even greater significance in the time of COVID-19. When Hilary joined the Tate team in 2018 to create their first ever dedicated digital content strategy, she was drawing on over 20 years of experience in delivering digital and new technologies, audience-centric approaches, and agile methodologies for creative and cultural organisations, including Channel 4, Film4, and BBC.

Dave Howard is the co-founder and creative director of Bespoken Media 'We bring decades of experience and a passion for audio to deliver your podcasting and storytelling goals. We'll work with you to make your podcasts, or train you to make your own’.
david@bespoken.media

Vic Turnbull runs MIC Media which 'helps good eggs to tell their story through awesome audio.’

linkedin.com/in/hilarycpknight

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Audience Development & Strategy
Resource type: Podcasts | Published: 2022