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How Ancestry Studios Drives Demand Through Authentic Storytelling with Brad Argent

 

This week on The Audience Connection Podcast, Lydia Chan sits down with Brad Argent, Head of Ancestry Studios, to uncover the art of unbranded storytelling and its power to build authentic audience connections.

Drawing from his nearly two decades of experience at Ancestry, Brad shares his innovative approach to content creation that transcends traditional advertising. Discover how confirmation and transformation narratives can work together, why letting go might be the key to building trust, and how brands can play the long game in content creation. Brad's unique perspective on inspiring curiosity through storytelling offers fresh insights for content creators looking to make a lasting impact.

Join us for an illuminating conversation that challenges conventional wisdom and offers practical strategies for evolving your brand's storytelling approach.

What To Listen For: 

 

07:57 Unbranded storytelling as a demand driver: confirmation versus transformation narratives

12:23 Building trust by letting go of editorial control when collaborating with creative partners

21:43 Creating "unbranded content" that focuses on authentic narratives rather than product placements

32:46 Why storytelling should sit within creative teams rather than marketing or communications departments

37:24 The long game of content development: preparing for multi-year timelines to bring shows to air

Podcast Transcript

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