Clay Hausmann, CMO, Aktana, on using screenwriting techniques to create more effective content marketing.

1. Short stories
The science of storytelling
ClayHausmann
Chief Marketing Officer, Aktana;
Principal, treatment
@clayhausmann
@newscred

2. THE
TREATMENT
OF STORY.

3. - S t r i c t l y C o n f i d e n t i a l -

4. - S t r i c t l y C o n f i d e n t i a l -

5. - S t r i c t l y C o n f i d e n t i a l -
HOW WAS YOUR TRIP?
AirTravel
Accommodations
Dining
Activities
Family
Memories

6. - S t r i c t l y C o n f i d e n t i a l -
Creative ExecutionStrategy

7. - S t r i c t l y C o n f i d e n t i a l -

8. - S t r i c t l y C o n f i d e n t i a l -
Creative ExecutionStrategy
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

9. - S t r i c t l y C o n f i d e n t i a l -
TOOLS OF THE SCREENWRITER
- S t r i c t l y C o n f i d e n t i a l -
Inciting Incident
Theme
Story beats
Controlling Idea
Act
Climax
Protagonist
Antagonist
Genre
Scene
Open ending
Tone
Premise
Character
Setting
Backstory
Closed ending
Conflict
Resolution
Synopsis
Logline
Look book
Treatment
Dialogue

10. - S t r i c t l y C o n f i d e n t i a l -
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

11. - S t r i c t l y C o n f i d e n t i a l -
INCITING INCIDENT

12. - S t r i c t l y C o n f i d e n t i a l -

13. - S t r i c t l y C o n f i d e n t i a l -

14. - S t r i c t l y C o n f i d e n t i a l -
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

15. - S t r i c t l y C o n f i d e n t i a l -
CONTROLLING IDEA

16. - S t r i c t l y C o n f i d e n t i a l -
Our mission is to be our customers’ favorite place and
way to eat and drink. We’re dedicated to being a great
place for our people to work; to being a strong, positive
presence in your community; and to delivering the
quality, service, cleanliness and value our customers
have come to expect from the Golden Arches – a
symbol that’s trusted around the world.
MISSION
STATEMENT

17. - S t r i c t l y C o n f i d e n t i a l -

18. - S t r i c t l y C o n f i d e n t i a l -
A controlling idea describes how and why life
undergoes change from one condition of
existence at the beginning to another at the
end.
IN FILM

19. - S t r i c t l y C o n f i d e n t i a l -
A controlling idea describes how and why a
customer’s life undergoes positive change
from one condition of existence at the
beginning (without your services) to another
at the end (with them).
IN BUSINESS

20. - S t r i c t l y C o n f i d e n t i a l -
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

21. - S t r i c t l y C o n f i d e n t i a l -
GENRE

22. - S t r i c t l y C o n f i d e n t i a l -

23. - S t r i c t l y C o n f i d e n t i a l -
ACCESSIBLE INNOVATION Simplicity leads.
C O NV E NTIO N
FUNCTIONAL VALUE
TRIBAL STRENGTH
TECHNICAL EXCELLENCE
SELF-EXPRESSION
BUSINESS ENABLER
PURE ESCAPISM
Productivity & efficiency reign.
The group IS the product.
Expertise is king.
Image and design are drivers.
Return and results.
Entertainment and relief from reality.
G E NR E

24. - S t r i c t l y C o n f i d e n t i a l -
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

25. - S t r i c t l y C o n f i d e n t i a l -
CHARACTERISTICS

26. - S t r i c t l y C o n f i d e n t i a l -

27. - S t r i c t l y C o n f i d e n t i a l -

28. - S t r i c t l y C o n f i d e n t i a l -

29. - S t r i c t l y C o n f i d e n t i a l -

30. - S t r i c t l y C o n f i d e n t i a l -

31. - S t r i c t l y C o n f i d e n t i a l -
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass

32. - S t r i c t l y C o n f i d e n t i a l -
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Characteristics
Genre Major:
Self-Expression
Controlling idea
Music is best enjoyed when it arrives exactly as the
artist intended.
Inciting Incident
Minor:
Technical
Excellence
treatment. • www.treatmentofstory.com • clay@treatmentofstory.com
Minor:
Tribal Strength
Investment in design
Prestige through price
Dr. Dre
Thump the bass
motivation
clarity
context
differentiation

33. THE END.
www. treatmentofstory. com
clay@treatmentofstory. com