Hello again. Once more, I'm in the company of Juanjo Montanary. Hi. Hello again, Juanjo. Trying to take the most out of his wisdom about branding. My unlimited wisdom. Your unlimited wisdom, that's why we're lucky to have you here once again. What makes a good story? Storytelling is one of the words of the era as engagement and empowerment and all these, sometimes full on, sometimes empty words we use depending on the context. Storytelling is a case of magic. Don't you agree? Very difficult to predict what works and what doesn't work. Yeah. A good story I think is the one that you're interested in. As simple as that? As simple as that. I mean, it's going to be difficult to give more developed definitions of that. Yeah, it has some kind of magic I think because we can give some clues, some tips to make a good story. You can follow all of them and still not having a good story. You mean the classic three-act structure. The three acts, and you can say that with powerful characters, updated relevant to you, thought about your audience. Similar to your target audience? Yeah, and you can go one by one. Pour in all those elements into a story and still is not a good one because he's not interested in. So, a good story is the one that it gives you some kind of value so you stick to it. You'll feel stick to it. I think that it's the only definition. On the other hand, that's supposed to be easy, as we are all storytellers from the beginning of our lives and from our beginning us humanity. So, we are pretty well-trained on that. Yes, we are, to tell them and to listen to them. To listen to them. Yes. That's why we say that what's old is new again because we're going back to the beginning, a story, a good story. Yeah, and all of these that the advertisement industry is very good at putting new names into all things. Storytelling is something that always happened. Branded content is something that always happen. Content marketing and consumer content. It would be good for once to agree on one word. We use branded content but many people use other words. Yeah. Content marketing is the only one that really pretty much use. Yeah. Well, as this is communication, we have to give the sense that we are speaking about very difficult things while in the end, they are very easy. There were very easy and there aren't always so well-established from a scientific point of view. It's trial and error. Yeah, absolutely. I think that this is purely the same as being a marketeer or the same as being a journalist. It's a question of trying it and trying it once again until you get it. Developing a vision like infrared vision where you end up seeing what's good and what works and what's interesting. That is purely instinct. It's the same as a journalist, completely agree, famous instinct. It's the kind of wisdom that is left in you when you forgotten what you studied. It's like a clinical eye. That's a definition, yeah. Like a clinical eye, like a doctor I guess. The thing is that you can currently, nowadays you can find many tools for getting good ideas for stories. For instance, you can use Google Trends, you can use the hashtags, you can use many other different methods. You can analyze what people searched every minute of our lives. Also you have the big data behind today that can give you very useful information about what to publish. But the thing is that in the end, this is available for everyone. In the end, what it's going to make the differences is you thinking and you trying to do it too. You're scratching your head, trying to find for something which has never been told before, something news-worthy and relevant. Trying to get something fresh, something that it hadn't been told, and trying things that maybe didn't work the last time. That trained once again to see what happened. So, remember in our conversation in the last and the second module, we were talking about the need to sustain a budget, to sustain a newsroom, to have a stable team. In the same way, as we were making jokes about how a good reporting investigation needs time and money to build a proper content for brands, you also have to have the means to visit places and talk to people and find something which is never been told before. It's very similar to the journalistic mindscape. Do you agree with that? Absolutely. But the main thing is that the journalists know that they have to be able to street. While if you think about branded content or branded journalism today, it's mostly done in the offices, and I think it will be a very, very good thing to have that as one of the things that you want to get from journalism, to get that sense of what it's happening, what's interesting is out there. It's not on the web and it's not in this office, no. It may be in the deep web, but is not on the web. Yeah, maybe in the deep web. The best managing editors I've met and learned from a newsrooms were always kicking people out of the newsroom, "What are you doing here? Go to the." I'm not going to say bad word here, "but go to the street." Yeah. I think that this is the difference between making some press node or press release and to make a good article. Exactly. God is in the details. That's underdeveloped. That's a great conclusion for this video. Thank you very much. Thanks again for inviting me. Pleasure.
