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.

1. CONTENT MARKETING
HOW TO BECOME A BETTER
STORYTELLER
KATY KATZ

2. FUTURE STORYTELLER

3. STORYTELLING WORKS BECAUSE …
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+ It’s human nature to relate to stories
+ Stories make information tangible
+ Stories forge connections
And stories BUILD MEMORIES.

4. Most people forget
90%
of what you share.*Source: Dr. Carmen Simon
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5. Storytelling offsets attention loss
by turning on more parts of
thebrain.
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6. You can tell better
stories
in 7 steps.
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7. ] #pubcon @katykatztx
DEFINE YOUR PERSONA1

8. A buyer persona is a fictional
representation of your
ideal customer.
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9. PERSONAS
+ Establish values and pain points
+ Make customers tangible
+ Set guidelines for the language of your customers
And help you get PERSONAL.
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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
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11. #pubcon @katykatztx
FIND THE CONFLICT
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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
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13. ] #pubcon @katykatztx
CREATE A PLOTLINE3

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
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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
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16. IT’S ABOUT THEM, NOT YOU
*Source: Storytelling Discussion on Inbound.org
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17. THE HERO’S JOURNEY
*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute
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18. ] #pubcon @katykatztx
SOMETHING OLD, SOMETHING NEW
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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
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20. #pubcon @katykatztx
USE SENSORY LANGUAGE
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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
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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.
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23. ] #pubcon @katykatztx
SHOW, DON’T TELL
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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
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25. ] #pubcon @katykatztx
THE MORAL IS THE CTA7

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.
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27. HERE ARE SOME
EXAMPLES
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28. INDUSTRY BLOG: COPYBLOGGER
*Source: 10 Rules for Creating Content People Share by Demian Farnworth
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29. BRAND’S BLOG: NIKE
*Source: Randall-Reilly
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30. EMAIL: HUSTLE CON
You can SIGN UP for Hustle Con’s Newsletter here
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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
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32. WHAT’S YOUR
STORY?
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33. THANK YOU!
KATY KATZ
Content Director
Inturact
kkatz@inturact.com
@katykatztx