The Content Creative Process that Delivers a Larger Audience

Medici Gardens in Florence, Italy

Medici Gardens in Florence, Italy

Most 8 year-olds learn how to write, draw, and paint by grabbing a piece of blank paper and just get started. Not me.

I grew up in Italy and in 3rd grade I found out how Michelangelo and Leonardo da Vinci started a creative project. They learned it in the Medici family gardens in Florence where they were apprentices.

The rich Renaissance family set up the garden as a teaching studio.

Student artists were assigned to master artists and the apprentices leaned their craft by copying the work of their mentors. The masters taught them to immerse themselves in a subject to learn everything about it. They studied not only the form but the history, stories, everything they could find out about a subject they were going to produce.

I call this “immersion therapy.”

Medici family home Florence, Italy

Medici family home in Florence, Italy where art apprentices learned their craft.

The combination of immersion and copying the styles of the masters helped the apprentice learn the techniques of discovery, learning, materials, tools, and technical craft to paint, sculpt, and more. It helped them learn how to feel a subject and see it deeper from many angles.

The young artists found out how to visualize a story in their work.

Apprentices did this until they were competent enough to create their own style. They continued immersion therapy on each project but no longer needed to copy. They created from the knowledge and feelings they had about the subject and could tell stories with a painting or statue.

Leonardo da Vinci took it to extremes and it pushed him into engineering, architecture, and invention – well beyond art.

This model for learning and the creative process has been the most effective method I’ve seen or used for producing content – writing, illustration, painting, sculpture, video, film, and photography. Most of the best producers of content use this process to learn and continue it throughout their careers.

I use it every day.

The process helps especially in producing in-depth content marketing material like feature stories.  It inspires ideas for creative non-fiction, not just straight, grind it out, news copy.

When used effectively, I’ve found that it attracts a larger audience, encourages more engagement, and works to draw customers to a brand.

Immersion therapy isn’t easy to master but the benefits of richer and more insightful stories will payoff in a stronger brand connection with the audiences you want to reach.

How to find and tell great stories from within your organization – PR Daily | PR Daily

How to find and tell great stories from within your organization – PR Daily | PR Daily
— Read on www.prdaily.com/how-to-find-and-tell-great-stories-from-within-your-organization/

Gartner Predicts 2019: In Search of Balance in Marketing – Smarter With Gartner

Balance in marketing calls for CMOs to effectively manage competing demands amidst changes to CX, analytics, Amazon’s expanding influence and more.
— Read on www.gartner.com/smarterwithgartner/gartner-predicts-2019-in-search-of-balance-in-marketing/

Big Hit: Civic Association 75th-Year Multimedia History Project

We completed the 75 Year Anniversary History multimedia project at the Palm Beach Civic Association and showed it at the association’s Annual Meeting at the Flagler Museum in the Town of Palm Beach.

It was a big hit and continues to get rave reviews!  In fact it’s the #1 viewed article/video with over 17,000 views on Facebook and the Civic Association website and Palm Beach TV.  In a town with only 10,000 residents that’s a great view rate!

I’m the Director of Communication for the Civic Association and writer and producer on the project; but, nothing great in media comes from a single person. See the video and credits below.

Credits

Writer | Producer:  R. Michael Brown (Yes, I’m still the “Front Man for the Crazies”)
Camera 1 and Post Production Editor:  Philip Baldwin
Camera 2: Stephan Nilson
Research and Article Writer: Michele Dargan & R. Michael Brown

Article and Video Including an Extensive Timeline

 

10 Smart Hotel Marketing Strategies to Increase Bookings | WordStream

The biggest challenge in hotel marketing is competition. How do you stand out from the sea of other hotels, not to mention options like Airbnb? We’ve got you covered with ten simple and effective hotel marketing and advertising strategies.
— Read on www.wordstream.com/blog/ws/2018/09/07/hotel-marketing

Video News Taking Over Social Media

At the Palm Beach Civic Association, where I’m the Communications Director, I started writing and producing a weekly news broadcast about the Town of Palm Beach.

Because of social media, it has become wildly successful.  We’re getting over 12,000 views a week.  That’s right, an island town with only 7,300 physical addresses and 5,800 registered voters, is getting more views than the population of the town.  Here’s a sample:

This Week in Palm Beach | 6-15-2018 Edition from Palm Beach Civic Association on Vimeo.

You can see all the weekly news broadcasts by clicking the link below:

Civic Association This Week in Palm Beach