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3 Keys to Great Content Marketing Design, According to The New York Times
By: Contently
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Rachel Gogel is not a fan of the term “visual storytelling.” To her, it doesn’t capture the unique challenges designers face when telling a brand’s story.

Gogel, the creative director for The New York Times’s T Brand Studio, is, of course, an expert visual storyteller herself, helping companies tell their stories through native advertisements. “As people, we are storytellers,” she explained. “The question is, how do we use visuals to influence emotion, to get an audience to view your images, to stay and eventually come back?”

The main goal at the T Brand Studio is to turn brand initiatives into a narrative with the same caliber of reporting as the traditional editorial work produced by The New York Times. For example, when Netflix wanted to promote the second season of Orange Is the New Black, Gogel and her team created the post “Women Inmates: Why the Male Model Doesn’t Work.” In the longform interactive feature, the show was only mentioned once—buried in the middle of the article. The sponsored post covered critical issues women face in federal prison.


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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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