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This session focuses on how to publish compelling, digital-first stories for any platform tailored to a specific audience. Learn how to translate long-form copy (websites) to social media posts and search ads; and how to tell the same story using different tools on multiple channels. As overall marketing goals drive advertising efforts, the session will look at how to tie metrics to specific channels, communicate success to stakeholders, and optimize content for future publication.  

Focus areas:

• Digital storytelling – how to write content for digital experiences  
• Omni-channel output – how and when to publish on social and digital channels 
• Analytics and reporting – how to develop a system to communicate success