Classic artists were skilled at storytelling in images. Educating yourself on some of their tactics in as little as 10-15 minutes will help you master this art and will improve your content marketing. Topics that are covered include: - How to make your content more memorable. - Why "good" content isn't enough anymore. - A list of free tools for developing and distributing great content.

1. KATY KATZ

2. Why is good content failing?
#pubcon @katykatztx
DATA
OVERLOAD
*Source:
DOMO

3. Content Marketing History
#pubcon @katykatztx

4. Most people forget
90%
of what you share.
#pubcon @katykatztx
*Source:
Dr.
Carmen
Simon

5. Shorter
attention
spans
#pubcon @katykatztx
More
content
competition
Growing
desensitization
curve

6. Good won’t cut it,
it will have to be great.
#pubcon @katykatztx

7. 69%
of marketers
want to be better
storytellers.
#pubcon @katykatztx
*Source:
Ann
Handley,
Business.com

8. There are a lot of tricks
we can learn
from the great storytellers
of the past.
#pubcon @katykatztx

9. For great content …
#pubcon @katykatztx

10. #pubcon @katykatztx
Your customer should easily see himself

11. #pubcon @katykatztx
Same Person, Different Audience

12. #pubcon @katykatztx
*Source:
The
Atlan2c
People Do Judge Books By Their Covers

13. You HAVE to know your
personas.
#pubcon @katykatztx*More
informa:on
on
personas
and
persona
problems

14. #pubcon @katykatztx
Condition your customer with your intent

15. #pubcon @katykatztx
Think
milk?

16. #pubcon @katykatztx
Politicians are Excellent Conditioners

17. #pubcon @katykatztx
Weave in a familiar story

18. #pubcon @katykatztx
You See WhatYou Want to See

19. Familiarity works because …
#pubcon @katykatztx
• 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

20. “You’ll hear so much
more of your favorite
music, you’ll think you’re
listening to a whole new
recording.”
#pubcon @katykatztx*Source:
The
Adver2sing
Archives

21. #pubcon @katykatztx
Begin content design with the end

22. #pubcon @katykatztx
*Source:
Kerboo

23. #pubcon @katykatztx
Have signature style

24. #pubcon @katykatztx
Show
Personality
on
All
Content

25. Ultra-professional is boring!
Be consistent.
But beYOURSELF.
#pubcon @katykatztx

26. #pubcon @katykatztx
Appeal to human emotion

27. #pubcon @katykatztx
• Reminds us that life is short
• Reminds us that dreams come true
• Gives us faith to believe in bigger things
• Reminds us we matter
• Has unexpected twists
• Takes us along a journey
• Inspires action
• Makes us laugh or smile
Content
We
Crave
• Makes us cry (happy or sad)
• Reveals secrets
• Surprises us
• Reminds us we are unique
• Encourages us to never give up
• Confirms our assumptions
• Challenges our assumptions
• Where David beats Goliath
*Source:
The
Content
Marke2ng
Ins2tute

28. #pubcon @katykatztx
Bring the message to them

29. #pubcon @katykatztx
Social,
Forums,
Outreach,
oh
my!
*Source:
Inbound.org

30. #pubcon @katykatztx
Back to basics: color theory

31. 85%
of shoppers place color as
a primary reason for why
they purchase a particular
product.
#pubcon @katykatztx
*Source:
KissMetrics

32. #pubcon @katykatztx
Color
Wheel
Color
Psychology

33. #pubcon @katykatztx
Be wary of peripheral bias

34. #pubcon @katykatztx
How
the
Brain
Processes
Peripherals
*Source:
Bufferapp.com

35. #pubcon @katykatztx
Draw
their
eye
around
the
page
*Source:
JeffBulas.com
*Source:
Inturact.com

36. #pubcon @katykatztx
Be ahead of your time

37. #pubcon @katykatztx
Future
marke:ng

38. #pubcon @katykatztx
Don’t be afraid to take a few risks

39. 70 : 20 : 10
#pubcon @katykatztx
-­‐
Josh
Braaten,
VP
MnSearch

40. #pubcon @katykatztx

41. #pubcon @katykatztx
• Find It: Buzzsumo
• Plan It: Trello
• Make It: Content Creation Checklist
• Fill It: ProductHunt
• Stock It: Pexels
• Edit It: Grammarly
• Share It: Buffer
• Engage: Forums like SaaS.Community
Free
Content
Marke:ng
Tools
Tips

42. Thank you!
kkatz@inturact.com
#pubcon @katykatztx