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How to Use Storytelling in Content Marketing to Secure More Leads by Katy Katz


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Katy Katz has interactive marketing experience spanning across the higher education, healthcare, technology, and small business communities. She has spoken at numerous world-recognized conferences on content marketing, social media, and brand personalization.
Katy currently leads the content strategy at Inturact, an inbound marketing agency based out of Texas, which focuses on SaaS product marketing. Connect with Katy on LinkedIn or Twitter to geek out on content, SaaS, or even your latest Netflix obsession.

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How to Use Storytelling in Content Marketing to Secure More Leads by Katy Katz

  1. 1. Kicking up Your Content Marketing Game with STORYTELLING Katy Katz
  2. 2. The art of storytelling
  3. 3. SEO Basics @katykatztx • Research relevant industry conversations • Write keyword-centric content • Optimize headlines, meta descriptions, and key paragraphs But where is HUMANITY?
  4. 4. The average person reads only 20% of the text on a webpage. @katykatztx *Source: Fast Company
  5. 5. What actually makes “10x” content for the web? @katykatztx
  6. 6. Compelling Content @katykatztx • Is interesting, informative, and entertaining • It fits one of the “craveable” criteria (source) And it tells a STORY Makes us laugh or cry Has an unexpected twist Reminds us dreams come true Inspires action Reminds us we matter Reveals a secret Surprises us Encourages us to never give up Reminds us we’re unique Where David beats Goliath
  7. 7. @katykatztxImage Source
  8. 8. Storytelling works because … @katykatztx • It’s human nature to relate to stories • Stories make information tangible • Stories forge connections And stories BUILD MEMORIES.
  9. 9. Most people forget 90% of what you share. *Source: Dr. Carmen Simon @katykatztx
  10. 10. Storytelling offsets attention loss by turning on more parts of the brain. @katykatztx
  11. 11. @katykatztx Storytelling by the numbers Image Source
  12. 12. You can tell better stories in seven steps. @katykatztx
  13. 13. Define your persona1 @katykatztx
  14. 14. A buyer persona is a fictional representation of your ideal customer. @katykatztx
  15. 15. Personas • Establish values and pain points • Make customers tangible • Set guidelines for the language of your customers And help you get PERSONAL. @katykatztx
  16. 16. DEMOGRAPHICS •Age •Gender •Salary •Location •Education •Family GOALS AND CHALLENGES •Values and fears MARKETING MESSAGE •Elevator pitch SOCIAL MEDIA •Platforms •Behavior NAME JOB TITLE •Where they work •Details about their role Persona Template @katykatztx
  17. 17. Find the conflict2 @katykatztx
  18. 18. Conflict • Ignites emotion in the reader • Gives an element of suspense • Requires a solution (active participation) And keeps your audience HOOKED. *Source: TED Talks Storytelling Techniques by Akash Karia @katykatztx
  19. 19. Something old, something new3 Image Source @katykatztx
  20. 20. “Familiarity” works because … • The brain is primed to pay attention to something that it recognizes • It takes LESS time for your brain to categorize familiar information • You can create a state of “uncertainty” Uncertainty is triggered when the brain sees something familia combined with something unfamiliar. *Source: Dr. Carmen Simons @katykatztx
  21. 21. Use sensory language4 Fresh Crispy Hot Buttery @katykatztx
  22. 22. “People don’t remember what you say as much as they remember what they see when you say it.” *Source: TED Talks Storytelling Techniques by Akash Karia - Patricia Fripp, Speech Coach @katykatztx
  23. 23. Sensory Language • Creates a picture in their mind • Gives your story depth • Allows them to see, hear, taste, feel, and smell And puts them in your SHOES. @katykatztx
  24. 24. Define who, what, why, how, and proof5 @katykatztx
  25. 25. The Plot • WHO: make the human connection • WHAT: be sure to include the external benefit • WHY: have a purpose • HOW: establish trust • PROOF: not just your own words *Source: Matthew Toren @katykatztx
  26. 26. Show, don’t tell6 @katykatztx
  27. 27. Show, Don’t Tell • Be specific and detailed • Create a foundation for your content • Use dialogue instead of narration (direct quotes) Place the reader in the STORY. *Source: TED Talks Storytelling Techniques by Akash Karia @katykatztx
  28. 28. The moral is the CTA7 @katykatztx
  29. 29. Call to Action • Every good story has a moral • Drive your point home with the story • Make the CTA the next logical step Ignite your reader’s ACTION. @katykatztx
  30. 30. Seven Steps to Becoming a Better Storyteller 1. Define your personas 2. Find the conflict 3. Include something old and something new 4. Use sensory language 5. Define who, what, why, how, and proof 6. Show, don’t tell 7. The moral is the CTA @katykatztx
  31. 31. Thank you! KATY KATY Content Director Inturact @katykatztx