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.

1. ASK, LISTEN, & WRITE:
HOW TO TELL
IN BUSINESS

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. PEOPLE WOULD
RATHER HEAR A
STORY THAN YOUR
MARKETING PITCH

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. EVERYDAY, WE
TELL STORIES –
WHETHER OR NOT WE
KNOW IT. WE’RE TALKING,
TEXTING, WRITING,
COLLABORATING,
TWEETING, COMPILING,
AND CREATING CONTENT.

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. 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. 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. But is it reaching your audience?
Is it resonating with the right
people? Are you blogging about
the right things?
STEP FOUR
MEASURE

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

12. • 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

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