3 Key Elements To Tell Your Story, Ed Carpenter, TBJApodcast 38
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Ed Carpenter on The Brand Journalism Advantage PodcastEd Carpenter shares three key elements of storytelling to help brand your company. How he successfully transitioned out of the newspaper business and into brand journalism.

Ed Carpenter has been a storyteller since he was a master at pencil break in middle school. He has worked in communications for 15 years, as an award-winner newspaper journalist, editor, recurring television news analyst, and digital marketing consultant for small businesses. ED is currently a multimedia content creator for the University of San Francisco.

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Think Like A Journalist Quote

“The best marketing doesn’t feel like marketing.”  ~Tom Fishburne, Marketoonist. Tom creates content marketing campaigns with cartoons.

Success Tip

Inject your stories with emotion. This requires analyzing your story, your product or service, and identifying how it relates to people. Put people at the center of your stories. Your audience can relate to people: their problems, their perseverance, and their successes. How can your product or service help people?

Career Highlight

Ed transitioned into content creation and brand journalism from his newspaper career. In the early and mid-2000s, hundreds of reporters a month were being laid off in and around San Francisco. Newspapers and magazines were drastically downsizing and/or going out of business. Print ad revenue had slowed to a trickle. It was a bad time. The longterm career outlook was bad. Ed made a career transition from traditional journalism to brand journalism. This allowed him to use his storytelling background to help businesses. He landed a job with the University of San Francisco.

When It Didn’t Work

Ed has faced many challenging situations. He had has to learn a lot of resource, software, and marketing tools to develop his career. Ed shares challenges that he faced and how he is always trying to improve.

Brand Journalism Advice

Three Key Elements In Storytelling: IBV

  1. Your Identity
  2. Your Beliefs
  3. Your Values

Understanding and developing these key elements in each story are critical to storytelling success. Most companies skip this step and jump right in to the content creation phase, which can be a big mistake.

“The Apple’s of the world have this in their bones, from the employees who design the iPhones to those who package their computers in those oh-so-precise boxes that come shipped to your house.”

Multimedia Resource


Book, Documentary, Podcast, or Internet Channel

Jab, Jab, Jab, Right Hook, Gary Vaynerchuck

Resource Links

Phoebe’s Three Part Series On Storytelling, View all three videos.


Ed’s Website: Web Content Insider

Ed Carpenter LinkedIn Profile

Twitter @EdinOakland

Facebook, Ed Carpenter

Google+ @EdinOakland

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Ed Carpenter, brand journalist, on The Brand Journalism Advantage Podcast
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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at ThinkLikeAJournalist.com

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