Masterclass
The Top-Down Editorial Approach: From the Why to the Words
Thursday
Sep
18
12:00 pm
-
1:00 pm
edt
Thursday, Sep 18 12:00 pm - 01:00 pm EST/EDT
RSVP NOW
Masterclass
The Top-Down Editorial Approach: From the Why to the Words
Thursday
Sep
18
12:00 pm
-
1:00 pm
edt
Thursday, Sep 18 12:00 pm - 01:00 pm EST/EDT
RSVP NOW
Great content doesn’t start with a post idea—it starts with purpose. In this masterclass, Caroline Tell, founder of brand content agency Tell&Co. and journalist for The New York Times and Town & Country, walks through her top-down editorial method: how to begin with your brand’s “why” and translate it into messaging, story angles, and campaigns that actually connect. Attendees will learn how to define clear editorial pillars, choose the right formats, and maintain a consistent brand voice across channels. You’ll leave with a practical framework for how to turn mission into memorable content, every time.
Caroline Tell is the founder of [color=rgb(220, 161, 13)][url=https://www.tellandco.com/]Tell&Co[/url][/color]., a content marketing agency that crafts and executes compelling, brand-right content strategies, narratives and copy for such luxury and lifestyle brands as Marriott Hotels & Resorts, Assouline, Veronica Beard, Alexis Bittar, Bottega Veneta and more. Caroline began her career as a fashion reporter at WWD before transitioning into the branded content space, becoming the first-ever editorial director at lifestyle brand, Michael Kors. In launching Tell&Co., she and her team of writers and strategists partner with both global brands and start-ups - conceiving, operationalizing and executing strategic, omni-channel storytelling. In 2021, Caroline was named Content Marketer of the Year by the Women in Content Marketing Awards. Caroline continues to write for the [i]New York Times, Travel + Leisure, Town + Countr[/i]y and more.
RSVP NOW