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Content Marketing: How to Become a Better Storyteller

This deck is about how to use storytelling as a content development tool. As digital marketers, many of us have mastered the art of building content for search engines. But creating a story for your brand that resonates on a personal level is more of an art than a science. I will talk about how to tap into your inner creative writer and create content that sticks with your readers.

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Content Marketing: How to Become a Better Storyteller

  3. 3. STORYTELLING WORKS BECAUSE … #PubconSFIMA @katykatztx + It’s human nature to relate to stories + Stories make information tangible + Stories forge connections And stories BUILD MEMORIES.
  4. 4. Most people forget 90% of what you share.*Source: Dr. Carmen Simon #PubconSFIMA @katykatztx
  5. 5. Storytelling offsets attention loss by turning on more parts of thebrain. #PubconSFIMA @katykatztx
  6. 6. You can tell better stories in 7 steps. #PubconSFIMA @katykatztx
  7. 7. ] #pubcon @katykatztx DEFINE YOUR PERSONA1
  8. 8. A buyer persona is a fictional representation of your ideal customer. #PubconSFIMA @katykatztx
  9. 9. PERSONAS + Establish values and pain points + Make customers tangible + Set guidelines for the language of your customers And help you get PERSONAL. #PubconSFIMA @katykatztx
  10. 10. DEMOGRAPHICS + Age + Gender + Salary + Location + Education + Family GOALS & CHALLENGES + Values and fears MARKETING MESSAGE + Elevator pitch SOCIAL MEDIA + Platforms + Behavior NAME & JOB TITLE + Where they work + Details about their role PERSONA TEMPLATE #PubconSFIMA @katykatztx
  11. 11. #pubcon @katykatztx FIND THE CONFLICT Image Source 2
  12. 12. CONFLICT + Ignites emotion in the reader + Gives an element of suspense + Requires a solution And keeps your audience HOOKED. *Source: TED Talks Storytelling Techniques by Akash Karia #PubconSFIMA @katykatztx
  13. 13. ] #pubcon @katykatztx CREATE A PLOTLINE3
  14. 14. 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 #PubconSFIMA @katykatztx
  15. 15. People don’t buy what you do, they buy why you do it. *Source: How Great Leaders Inspire Action on TED Talks - Simon Sinek, TED Speaker #PubconSFIMA @katykatztx
  16. 16. IT’S ABOUT THEM, NOT YOU *Source: Storytelling Discussion on #PubconSFIMA @katykatztx
  17. 17. THE HERO’S JOURNEY *Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute #PubconSFIMA @katykatztx
  18. 18. ] #pubcon @katykatztx SOMETHING OLD, SOMETHING NEW Image Source 4
  19. 19. 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 familiar combined with something unfamiliar. *Source: Dr. Carmen Simons #PubconSFIMA @katykatztx
  20. 20. #pubcon @katykatztx USE SENSORY LANGUAGE Image Source 5
  21. 21. People don’t remember what you say as much as see when you say it. *Source: TED Talks Storytelling Techniques by Akash Karia - Patricia Fripp, Speech Coach #PubconSFIMA @katykatztx
  22. 22. 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. #PubconSFIMA @katykatztx
  23. 23. ] #pubcon @katykatztx SHOW, DON’T TELL Image Source 6
  24. 24. SHOW, DON’T TELL + Be specific, detailed, and concise + Create a foundation for your content + Use dialogue instead of narration Place the reader in the STORY. *Source: TED Talks Storytelling Techniques by Akash Karia #PubconSFIMA @katykatztx
  25. 25. ] #pubcon @katykatztx THE MORAL IS THE CTA7
  26. 26. 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. #PubconSFIMA @katykatztx
  27. 27. HERE ARE SOME EXAMPLES #PubconSFIMA @katykatztx
  28. 28. INDUSTRY BLOG: COPYBLOGGER *Source: 10 Rules for Creating Content People Share by Demian Farnworth #PubconSFIMA @katykatztx
  29. 29. BRAND’S BLOG: NIKE *Source: Randall-Reilly #PubconSFIMA @katykatztx
  30. 30. EMAIL: HUSTLE CON You can SIGN UP for Hustle Con’s Newsletter here #PubconSFIMA @katykatztx
  31. 31. SEVEN STEPS TO BECOMING A BETTER STORYTELLER 1. Define your personas 2. Find the conflict 3. Create a plotline 4. Include something old and something new 5. Use sensory language 6. Show, don’t tell 7. The moral is the CTA #PubconSFIMA @katykatztx
  32. 32. WHAT’S YOUR STORY? #PubconSFIMA @katykatztx
  33. 33. THANK YOU! KATY KATZ Content Director Inturact @katykatztx