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Melanie Deziel          

Marketing Leader & Cofounder of Creator Kitchen and Former First Editor of Branded Content at NYT

Melanie Deziel, is passionate about helping individuals, teams, and organizations unlock their creative potential and organize their creative efforts. As a keynote speaker, author, and award-winning branded content creator, Deziel has spent her career developing the skills to think differently and discover new ways to engage audiences through content. She is the author of "The Content Fuel Framework: How to Generate Unlimited Story Ideas" and "Prove It: Exactly How Modern Marketers Earn Trust". In addition to giving keynotes, leading workshops, and coaching clients on organized creativity, Deziel is the co-founder of The Creator Kitchen mastermind for creatives.

Deziel is also the co-founder of two B2B startups: The Convoy and GroupUps. Having been the first-ever editor of branded content at The New York Times, a founding member of HuffPost’s brand storytelling team, and Director of Creative Strategy for Time Inc's 35 US magazines, Deziel brings a wealth of knowledge and experience on how content can be used as a strategic tool, and how processes can help unlock its power.

Speech Topics

How to Create Truly Impactful Content

Up against copycat competitors, regurgitating robots, and an endless sea of "experts" competing for audience attention, it’s easy for ideas to get lost in a sea of content sameness, depriving them of their impact. This session shares a method for identifying your content’s primary source of value and assessing its level of originality, allowing you to plot a path out of the endless hamster wheel of commodity content creation, and toward the creation of content that’s differentiated, memorable, and impactful.

Key Takeaways:

  • Know the characteristics of the most impactful content.
  • Understand how to make your content more valuable and original.
  • Identify the source of your content’s value.
  • Gauge the originality of your ideas.

Prove It: Using Content as Evidence of Your Most Important Business Claims

In a court of law, we’re required to provide evidence for our claims, but in business, we don’t always share adequate proof that validates the claims we make. Content can be the perfect antidote to the “because I said so” claim-making that rarely creates the customer trust we want to achieve. This session will share how to corroborate your claims, demonstrate your value and educate your audience on all of the differentiators that are most important to your business and brand.

Key Takeaways:

  • The importance of using content as evidence for marketing claims.
  • Know the types of claims that need the most evidence.
  • How to use the three types of evidential content in your marketing.

More Brain, Less Storm: The Power Of The Creative Process

Whether you're leading an enterprise content team, or a serving as a content team of one, we're all on a mission to create the best possible content with the resources that we have. We look for every opportunity to reduce the time, money and manpower wasted during creation and distribution, but what about creative waste? Creativity, after all, is a process. It's time to optimize our creative processes, too, so we can confidently and efficiently generate more ideas—and better ideas—for how to share our brand story with the world.

Key Takeaways:

  • A new perspective on the creative process.
  • Tangible changes to take back to your team for more efficient content brainstorms.
  • Renewed confidence in your ability to generate an endless number of content ideas.

Think Like A Journalist: 5 Ways To Create Credible and Compelling Content

With brands and marketers increasingly taking up the torch of storytelling and leveraging content across their own properties to connect with consumers, there is plenty to be learned about how the best stories are told. This session will share the five most important best practices used in newsrooms across the country, allowing marketers to make high-quality, authentic, compelling and credible content, no matter the channel or platform where it lives.

  • Branded Content Best Practices
  • Four Steps To Creating Quality Content
  • Challenges of Branded Content at Scale
  • Creating, Hiring and Scaling a Branded Content Team
  • Case Studies of Top Branded Content

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