Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pump Up Your Content Marketing Game with Storytelling - Katy Katz | SearchHou

Pump Up Your Content Marketing Game with Storytelling by Katy Katz.

  • Login to see the comments

Pump Up Your Content Marketing Game with Storytelling - Katy Katz | SearchHou

  1. 1. Pump up Your Content Marketing Game with STORYTELLING Katy Katz
  2. 2. #SearchHOU @katykatztx Which do you think got more links?
  3. 3. #SearchHOU @katykatztx Which would you rather? A standard company website with history, a value statement, and features. … or
  4. 4. #SearchHOU @katykatztx Storytelling fits all content sizes • Exciting industries AND Boring industries • Long-form and short-form content • Text, video, audio • Company page, blog, social media It’s content GOLD
  5. 5. The art of storytelling
  6. 6. SEO Basics • Research relevant industry conversations • Write keyword-centric content • Optimize headlines, meta descriptions, and key paragraphs But where is the HUMANITY? #SearchHOU @katykatztx
  7. 7. The average person reads only 20% of the text on a webpage. *Source: Fast Company #SearchHOU @katykatztx
  8. 8. In this world of “bings, bongs, and beeps, emails and tweets,” We’ve built a LOT of content pumping machines. #SearchHOU @katykatztx
  9. 9. What actually makes “10x” content for the web? #SearchHOU @katykatztx
  10. 10. Compelling Content • Is interesting, informative, and entertaining • It fits one of the “craveable” criteria (bit.ly/crave-info) And it tells a STORY. Makes us laugh or cry Has an unexpected twist Reminds us dreams come true Inspires action Reminds us we matter Reveals a secret Surprises us Encourages us to never give up Reminds us we’re unique Where David beats Goliath #SearchHOU @katykatztx
  11. 11. Image Source #SearchHOU @katykatztx
  12. 12. Storytelling works because … • It’s human nature to relate to stories • Stories make information tangible • Stories forge connections And stories BUILD MEMORIES. #SearchHOU @katykatztx
  13. 13. Most people forget of what you share. *Source: Dr. Carmen Simon #SearchHOU @katykatztx
  14. 14. Storytelling offsets attention loss by turning on more parts of the brain. #SearchHOU @katykatztx
  15. 15. Storytelling by the numbers Image Source #SearchHOU @katykatztx
  16. 16. #SearchHOU @katykatztx Long
  17. 17. #SearchHOU @katykatztx … or short.
  18. 18. You too can tell better stories in seven steps. #SearchHOU @katykatztx
  19. 19. Define your persona & their journey1 @katykatztx
  20. 20. A buyer persona is a fictional representation of your ideal customer. #SearchHOU @katykatztx
  21. 21. Personas • Establish values and pain points • Make customers tangible • Set guidelines for the language of your customers And help you get PERSONAL.
  22. 22. DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family GOALS AND CHALLENGES • Values and fears MARKETING MESSAGE • Elevator pitch SOCIAL MEDIA • Platforms • Behavior NAME JOB TITLE • Where they work • Details about their role Persona Template #SearchHOU @katykatztx
  23. 23. Once you understand the “who,” you have to map out the “how.” #SearchHOU @katykatztx
  24. 24. Buyer Journey Maps • Ensure you’re covering all the big questions • Defines sales cycle stages • Gives method to the content madness And help you tell the right STORIES.
  25. 25. Find the conflict2 @katykatztx
  26. 26. Conflict • Ignites emotion in the reader • Gives an element of suspense • Requires a solution (active participation) And keeps your audience HOOKED. *Source: TED Talks Storytelling Techniques by Akash Karia #SearchHOU @katykatztx
  27. 27. Something old, something new3 Image Source @katykatztx
  28. 28. “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 #SearchHOU @katykatztx
  29. 29. Combine something recognizable with something surprising. #SearchHOU @katykatztx
  30. 30. Use sensory language4 Fresh Crispy Hot Buttery @katykatztx
  31. 31. “People don’t remember what you say as much as they remember what they see when you say it.” *Source: TED Talks Storytelling Techniques by Akash Karia - Patricia Fripp, Speech Coach #SearchHOU @katykatztx
  32. 32. 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. #SearchHOU @katykatztx
  33. 33. Define who, what, why, how, and proof5 @katykatztx
  34. 34. 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 #SearchHOU @katykatztx
  35. 35. 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 #PubconAustin @katykatztx
  36. 36. IT’S ABOUT THEM, NOT YOU *Source: Storytelling Discussion on Inbound.org #PubconAustin @katykatztx
  37. 37. THE HERO’S JOURNEY *Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute #PubconAustin @katykatztx
  38. 38. Show, don’t tell6 @katykatztx
  39. 39. Show, Don’t Tell • Be specific and detailed • Stay customer-centric • Use dialogue instead of narration (direct quotes) Place the reader in the STORY. *Source: TED Talks Storytelling Techniques by Akash Karia #SearchHOU @katykatztx
  40. 40. Or better yet, let them tell it! User-generated content (UGC) is trusted 50% more than traditional media. - http://corp.crowdtap.com/socialinfluence #SearchHOU @katykatztx
  41. 41. The moral is the CTA7 @katykatztx
  42. 42. 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. #SearchHOU @katykatztx
  43. 43. Seven Steps to Becoming a Better Storyteller 1. Define your personas 2. Find the conflict 3. Include something old and something new 4. Use sensory language 5. Define who, what, why, how, and proof 6. Show, don’t tell 7. The moral is the CTA #SearchHOU @katykatztx
  44. 44. A FEW MORE EXAMPLES
  45. 45. INDUSTRY BLOG: COPYBLOGGER *Source: 10 Rules for Creating Content People Share by Demian Farnworth
  46. 46. BRAND BLOG: NIKE *Source: Randall-Reilly
  47. 47. EMAIL: HUSTLE CON You can SIGN UP for Hustle Con’s Newsletter here: bit.ly/HustleNews
  48. 48. Thank you! KATY KATY Content Director Inturact kkatz@inturact.com @katykatztx

×