Episode #2:
The importance of stories in an age of algorithms with Stuart Feil
In this episode of The Craft, Shorthand’s Dawn Murden chats with Stuart Feil, VP, Branded Content at Adweek.
Stuart talks about how to be creative in the world of advertising, where clients, deadlines, and algorithms are often front of mind. Listen as Stuart and Dawn discuss changes in media and advertising over the last few decades, the ongoing importance of storytelling, and the challenges content creators face today.
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Episode highlights
Storytelling is at the core of good advertising
"We see how media and advertising are changing rapidly, with technology being the primary driver of these transitions. Still, the key ingredient of advertisements that attract people and engage them will always be storytelling. If we're not telling a good story, not having something new that grabs someone's attention, we're not being successful.''
Determine what's important to your audience
''We all live within our businesses. We communicate with our peers and our colleagues, and we talk to them day to day about the things that we do. And we come out with a new product, and we all love it. And we talk about it, and we understand all the features that we have and all of those things. And then, you go out to an audience, and they don't always care about what's important to you. You have to know what's important to them.''
Algorithms are not a substitute for curation
"Yes, we need help finding things. But what we need help with is, 'Tell me some of the things that I've liked in the past and maybe point something out.' But also, giving me a few guides who can point me to places your algorithm isn't going to give me.''
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