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 branded content. Unlimited wisdom. Your unlimited wisdom, and that's why we are 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 and sometimes empty words we use depending on the context. Storytelling is a case of magic, don't you agree? It's very difficult to predict what works and what doesn't work. A good story, I think, is the one that you are interested in. As simple as that. As simple as that. It's going to be difficult to give more developed definitions on that. It has some 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. You can go one-by-one pouring all those elements in a story and still it's not a good one because it's not interesting. A good story is the one that it gives you some value so you feel you stick to it. I feel 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 as humanity. 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 are going back to the beginning, a good story. The advertisement industry is very good at putting new names into old things. Yes. Storytelling is something that always happen. Yes. Branded content is something that always happen. Branded content, content marketing, consumer content. Would be good for once to agree on one word. We use branded content, but many people use other words. Content marketing is the only one that it's really pretty much used. As this is communications, we have to give this sense that we are speaking about very difficult things, while they are very realistic in the end of it. They're very easy and they're not always so well established from a scientific point of view, it's trial and error. No, 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 an infrared vision, where you end up seeing what's good and what works and what's interesting and what's relevant. That is purely instinct. It's the same as a journalist, completely agree, your famous instinct. It's the wisdom that is left in you when you've forgotten what you've studied. It's like a clinical eye. Yeah, that's the definition. Like a doctor. The thing is that, currently nowadays you can find many tools for getting good ideas for historians, for instance. You can use Google Trends, you can use the hashtags, you can use many other different methods. You can analyze what people search every minute of our lives. Absolutely. 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 difference is you thinking and you trying to do it. You're scratching your head trying to find for something which has never been told before. Something newsworthy and relevant. Trying to get something fresh, something that it haven't been told. Trying things that maybe didn't work the last time, but trying once again to see what happens this time. Remember in our conversation in the second module, we were talking about the need to sustain a budget, to sustain a newsroom, to have a stable team. It's 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 has 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 golden or branded journalism today, is mostly done in the offices. Yes. I think it will be a very good thing to have that as one of the things that you want to get from journalism. To get that sense of that, what it's happening, what it's interesting, it's out there. It's not on the web and it's not in this office. It may be in the deep web but it is not in the web. Yeah, maybe in the deep web. The best managing editors I've met and learned from in newsrooms were always kicking people out of the newsroom. What are you doing here? I'm not going to say a bad word here, but go to the street. I think that this is the difference between making some press note or press release and to make a good article. Exactly. God is in the details. The devil, it's also in the details. That's a great conclusion for this video. Thank you very much, Juanjo once again. Thanks to you for inviting me. Pleasure.
