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The SEO of Storytelling 
Lisa Gerber 
Big Leap Creative 
@lisagerber
Jackson 
@lisagerber
The moral of this story
1. real people with real problems
2. Good stories get you found 
Owned Paid Earned
3. Good storytelling is profitable
fourth - connection
499,680 
new 
blog posts 
69,120 
new 
hours of video 
822,240 
new 
websites 
Every. Single. Day. 
Source: Mashable, June...
Today’s agenda - tell a better story 
1. How to be relevant and epic: Uncover Your Story 
2. Five more things to talk abou...
1. What is the conflict? 
YOUR 
PRODUCT 
NEED 
STORY 
You don’t sell a product; you solve a problem.
2. Who is the hero?
3. Plot: What happens when 
we do business with you?
4. Why are you in business?
5. What do you stand for? Be provocative with a purpose
Culture 
Hiring 
Training 
Pricing Distribution 
Marketing 
Comms 
Web content 
Email 
marketing 
Media 
relations 
Social...
Five Ways To Tell The Story That Generate Leads
1. Solve problems
2. Address concerns or objections
3. Talk about price
A rising tide lifts all boats 
4. Shed light on your community
5. Let your customers tell your story 
reviews, check-ins, testimonials
Happy Endings 
The key to getting found 
Tell a 
good story 
Captivate your 
audience 
Distribute to 
owned 
earned 
paid ...
Lisa Gerber 
Big Leap Creative 
@lisagerber 
www.bigleapcreative.com/blog 
lisa@bigleapcreative.com 
LinkedIn.com/lisagerb...
parting words of advice
Be real
@lisagerber 
Say no to these words 
• Amazing, incredible, awesome 
• World-class 
• Leading provider 
• Award winning 
• ...
Keep it simple
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
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Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'

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Brand storytelling is the trendy catchphrase of late, but it’s big business and if you aren’t doing a good job telling your story, you’re going to miss opportunities your competition is more than willing to take. Lisa is going to help you dissect the idea of storytelling to understand how doing this well drives revenue. You’ll leave with new ways to approach your content strategy and tips to using content to increase revenue.

Published in: Marketing
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Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'

  1. 1. The SEO of Storytelling Lisa Gerber Big Leap Creative @lisagerber
  2. 2. Jackson @lisagerber
  3. 3. The moral of this story
  4. 4. 1. real people with real problems
  5. 5. 2. Good stories get you found Owned Paid Earned
  6. 6. 3. Good storytelling is profitable
  7. 7. fourth - connection
  8. 8. 499,680 new blog posts 69,120 new hours of video 822,240 new websites Every. Single. Day. Source: Mashable, June 2012
  9. 9. Today’s agenda - tell a better story 1. How to be relevant and epic: Uncover Your Story 2. Five more things to talk about
  10. 10. 1. What is the conflict? YOUR PRODUCT NEED STORY You don’t sell a product; you solve a problem.
  11. 11. 2. Who is the hero?
  12. 12. 3. Plot: What happens when we do business with you?
  13. 13. 4. Why are you in business?
  14. 14. 5. What do you stand for? Be provocative with a purpose
  15. 15. Culture Hiring Training Pricing Distribution Marketing Comms Web content Email marketing Media relations Social Your story Customer Experience
  16. 16. Five Ways To Tell The Story That Generate Leads
  17. 17. 1. Solve problems
  18. 18. 2. Address concerns or objections
  19. 19. 3. Talk about price
  20. 20. A rising tide lifts all boats 4. Shed light on your community
  21. 21. 5. Let your customers tell your story reviews, check-ins, testimonials
  22. 22. Happy Endings The key to getting found Tell a good story Captivate your audience Distribute to owned earned paid outlets & to
  23. 23. Lisa Gerber Big Leap Creative @lisagerber www.bigleapcreative.com/blog lisa@bigleapcreative.com LinkedIn.com/lisagerber Slideshare: www.slideshare.com/lisagerber
  24. 24. parting words of advice
  25. 25. Be real
  26. 26. @lisagerber Say no to these words • Amazing, incredible, awesome • World-class • Leading provider • Award winning • “We” • Industry jargon
  27. 27. Keep it simple

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