drupalconla 2015 : styles of storytelling - cultivating longform content
TRANSCRIPT
Cultivating Compelling Longform Content
#DrupalConLA #Longform
STYLES OFSTORYTELLING
Courtney Clark, Sr. UX Designer, @circlishKristina Bjoran, Content Strategist, @bjoran_identity
My name is Kristina.
I like birds.
This is Courtney.
She wore these glasses in the 80s.
Let’s all Longform
Dissecting longform.
Our AskGive longform a try.Give narrative a try.Use these tips to get started.
Because...You’re a publisher.People share good stuff.Longform is all the rage.
DISSECTINGLONGFORM CONTENTWhat the heck does that mean?
LONGFORM
Mostly Static 2,000+ Words Self-Contained
In journalism, this means “feature”
THREE ELEMENTS OF LONGFORM CONTENT
Copywhat it says
Look & Feelhow it looks
Structureshow it’s
organized
Interaction
Look & Feelhow it looks
Scrolling
Images
Colors
Sounds
Structurehow it’s
organized
Linear
Exploratory
Copywhat it says
Reference
Narrative
Reference
Narrative
Linear
Exploratory
Reference
Linear Narrative
Exploratory
AAMC Diversity Facts and
Figures
Source: AAMC Diversity Facts and Figures
COPY
ReferenceSTRUCTURE
Exploratory
Currently Hiding in PDFs
STRUCTURE
LinearCOPY
Reference
Source: Uncube Magazine
uncube Magazine
STRUCTURE
ExploratoryCOPY
Narrative
Source: Coca-Cola 2013 Year in Review
Coca-Cola Annual Report
COPY
NarrativeSTRUCTURE
Exploratory
New York Times
Source: New York Times
STRUCTURE
LinearCOPY
Narrative
Gates Notes
Source: Gates Foundation
STRUCTURE
LinearCOPY
Narrative
So what?You’re a publisher with content.These are great examples.
Let’s talk about stories.We’re talking about narrative copy. *not LOOK or
FEEL or STRUCTURE
WHYNARRATIVE?
It’s CompellingIf you have a point, any point, to make, do it this way.
It’s HumanWe respond well to “show don’t tell.”
You Have Stories to Tell By Golly!If you work with humans, anyway.
Our AskGive longform a try.Give narrative a try.Use these tips to get started.
Because...You’re a publisher.People share good stuff.Longform is all the rage.(and now you’re an expert!)
So let’s dig in!
NARRATIVEjuicy bits!
ELEMENTS OF
Plot
Source: The Shape of Stories / Maya Eilam
HOW MANY PLOTS?
Some say 7...
● Overcoming the Monster● Rags to Riches● The Quest● Voyage and Return● Comedy● Tragedy● Rebirth
Others say 10
● Monster in the House ● Out of the Bottle (Wishes and curses) ● Whydunit ● Golden Fleece (Quest; Journey) ● Rites of Passage ● Institutionalized ● Buddy Love ● Superhero ● Dude with a Problem ● The Fool Triumphant (Underdog)
And others, 20...
● Quest ● Adventure ● Pursuit ● Rescue ● Escape ● Revenge ● The Riddle ● Rivalry ● Underdog ● Temptation ● Metamorphosis ● Transformation ● Maturation ● Love● Forbidden Love ● Sacrifice ● Discovery ● Wretched ● Excess ● Ascension & DescensionSource: 20 Master Plots
Source: Save the Cat
Source: The Seven Basic Plots
Conflict
Person vs. SELFConflict Types Person vs.
PERSON
Person vs. NATURE
Person vs. TECHNOLOGY
Person vs. ENVIRONMENT
Person vs. SUPERNATURAL
Person vs. GOD
Theme
You must, we repeat, must, have a point. You need a BIG IDEA. No point, no story. !
It is your responsibility to answer the question,“Why should I care?”
GETTING STARTEDWhat stories can you tell?
1. Review your content.
LONGFORM
Mostly Static 2,000+ Words Self-Contained
In journalism, this means “feature”
Resurrect the PDF!
2. Define your structure and copy type.
STRUCTUREShould people read this from Point A to Point B?
YESLinear
NOExploratory
COPYAre you trying to convince somebody of something?
YESNarrative
NOReference
3. Check out examples.
Reference
Narrative
Linear
Exploratory
Reference
Linear Narrative
Exploratory
Research articles
Annual reports
Data reports
Essays, reviews
Linear
Exploratory
- Polygon- Buzzfeed- New York Times- Pitchfork- ESPN- Victory Journal
- Coca-Cola Annual Report- MacArthur Foundation
Annual Report- Uncube Magazine
Most longform today is:- linear- journalism / features- written by writers
4. Get your team together.
Writer Writer Front-End
Designer UX Dev
Writer / UX
Front-End / Back-End Dev
Writer / Designer
5. Brainstorm. Write. Design.
DRUPAL CONSIDERATIONSSome things to consider.
DEVS SHOULD CONSIDER/ANTICIPATE:
● number of authors (in one piece of content)
● building entity relationships (where it makes sense)
● identifying content fields and field groups
AUTHOR EXPERIENCE
● training● documentation● tool tips
● field labels● prepping staff
WAYS TO IMPROVEAUTHOR EXPERIENCE
“The reason the author experience is notoriously tough is because Drupal is so powerful. It’s so flexible.”– Andy Hieb
TAKE AWAYSLongform Content
● is 2,000+ words● is mostly static● is self-contained
TAKE AWAYSStructure & Copy
● Structure: Linear or Exploratory
● Copy: Narrative or Reference
● Most longform you see today is Linear Narrative.
● PDFs are good candidates for longform treatment.
Our AskGive longform a try.Give narrative a try.Use these tips to get started.
If you do linear narrative, go BIG or go home !
RESOURCESwe would never strand you!
● WEBSITE - tvtropes.com● TWITTER - search for #longform or #longreads
● BOOK - Seven Basic Plots
THANK YOU@circlish
@bjoran_identity
Courtney Clark
Kristina Bjoran