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One Squared Presentation: Alison Schroeder - How to Tell Stories in Business

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People would rather hear a story than your marketing pitch. This presentation given by Alison gives you step-by-step instructions on how to tell the stories your audience wants to hear.

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One Squared Presentation: Alison Schroeder - How to Tell Stories in Business

  1. 1. ASK, LISTEN, & WRITE: HOW TO TELL IN BUSINESS
  2. 2. THE CONTENT YOU WRITE AND PRODUCE ISN’T ABOUT YOU, IT’S ABOUT YOUR TARGET AUDIENCE How to remove yourself from your brand’s writing in order to tell the stories people want to hear
  3. 3. PEOPLE WOULD RATHER HEAR A STORY THAN YOUR MARKETING PITCH
  4. 4. Our pals at HubSpot say marketers who blog receive 67% more leads than those who don’t. THE STORIES WE TELL HOW POWERFUL THEY ARE
  5. 5. EVERYDAY, WE TELL STORIES – WHETHER OR NOT WE KNOW IT. WE’RE TALKING, TEXTING, WRITING, COLLABORATING, TWEETING, COMPILING, AND CREATING CONTENT.
  6. 6. STEP ONE SPEAK When you begin blogging, don’t overcomplicate it by straying from the trusty format: storytelling. Don’t get caught up in search engine strategies or SEO. You need to write clearly and compellingly for humans, not search engines.
  7. 7. Write without abandon. Get your story out; don’t get caught up in word or sentence count. Picture your persona across from you, or reading your article on her device. Tell her why she needs to hear your story. STEP TWO REREAD “WRITE DRUNK, EDIT SOBER.” -ERNEST HEMINGWAY
  8. 8. DO YOUR RESEARCH Let’s use demographics as one of the major considerations of blog writing: Millennials & Gen Xers prefer 8 PM – midnight for online consumption, while baby boomers are best reached between 9 AM –noon. Entertainment is their favorite blog topic; business is not their favorite. Meaning – write an engaging, entertaining blog disguised as a business blog! All generations agree that 300 words is the sweet spot. STEP THREE FORMAT
  9. 9. But is it reaching your audience? Is it resonating with the right people? Are you blogging about the right things? STEP FOUR MEASURE
  10. 10. Your audience wants information; they don’t want it to be predictable or boring. Shock them. Keep being a resource for your personas by changing it up and offering incredible value they can’t find elsewhere. PRO TIP “WRITE DRUNK, EDIT SOBER.” -ERNEST HEMMINGWAY
  11. 11. • Define Your Goal • Keep Your Brand at the Center • Write for Them – Your Customers and Personas • Think Like a Publisher – Everything is a Story • Be Consistent – Try a Content Calendar • Research, Research, Research • Post Like Hell • Get Away from “Blog” Mentality – Any Content is Good Content • Pay Attention to SEO, But Don’t Write for It • Include Your Blog in Your Website Nav • Be an Oversharer: Always Include Relevant External Links • Give The Reader Something to Do - CTA • Write Titles Last - & Write Awesome Ones At That! • Analyze & Use Your Feedback • Write Relevant & Engaging Content
  12. 12. WANTTOLEARNMORE?CLICKHEREFORAFREEEBOOK

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