How To Tell Compelling Stories Online

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How to tell compelling stories online to market your business, with information on every aspect from the qualities of a good story, how to generate foolproof data-proven story ideas, how to write headlines that will grab readers, and how to promote your stories to ensure they reach the maximum number of people.

Marketing

HOW TO TELL
O N L I N E
COMPELLING STORIES
MATT GIBSON
President, PTBA

PRESENTED BY THE
• NON-PROFIT ORGANIZATION
• INDUSTRY & INFLUENCER MEMBERS
• EDUCATION
• NETWORKING
• INFLUENCER SEARCH ENGINE
http://travelbloggersassociation.com

MATT GIBSON
President
Professional Travel Bloggers Association
CEO
UpThink
Award-Winning Travel Blogger
XpatMatt.com

SUMMARY
THIS MAN TRAVELED TO MALDIVES TO TEACH A CLASS
ABOUT STORYTELLING. YOU WON’T BELIEVE WHAT HE SAID.

SUMMARY
WHAT WE’RE GOING TO TALK ABOUT
1. How a story works
2. What stories are used for
3. How to find stories people want to hear
4. How to get people to read your stories

SUMMARY
WHAT WE’RE GOING TO DO
Come up with one story idea and headline for
the blog of a fictitious company…

SUMMARY
EAT PRAY LOVING SOUL
SISTERS
SPIRITUAL SPA RETREATS

SUMMARY
EAT PRAY LOVING SOUL SISTERS
SPIRITUAL SPA RETREATS
– Spa retreats for women in SEA
– Packages from $2,000 – 15,000

SOME COMMON STORIES
OVERCOMING THE MONSTER

SOME COMMON STORIES
COMMON STORY STRUCTURES
• Overcoming the Monster
• Rags to Riches
• The Quest
• Voyage and Return
• Comedy
• Tragedy
• Rebirth

SOME COMMON STORIES
DON’T THINK A STORY CAN FIT IN A TWEET?

SOME COMMON STORIES
PHOTOS TELL STORIES TOO

SOME COMMON STORIES
DON’T FORGET, STORIES ARE ABOUT PEOPLE

SOME COMMON STORIES
A NOTE ABOUT THE BEST STORIES

KINDS OF STORIES COMMON IN MARKETING
• Entertaining
• Instructional
• Educational
• Inspirational
WHAT STORIES ARE USED FOR

FINDING STORIES PEOPLE WANT
IDENTIFY YOUR AUDIENCE

FINDING STORIES PEOPLE WANT
IDENTIFY THOSE WHO REACH YOUR AUDIENCE

FINDING STORIES PEOPLE WANT
DATA-BASED STORY RESEARCH
• Buzzsumo
• Open Site Explorer
• Facebook Signal
• Google Trends

GETTING YOUR STORIES READ
THE ART OF THE HEADLINE

GETTING YOUR STORIES READ
HEADLINE HELPERS
Headlinr
Portent Content Generator
Hubspot’s Blog Topic Generator

GETTING YOUR STORIES READ
Key Takeaways
• A focus on why the reader should care
• Clarity and promise
• Emotional hooks
• Provoke curiosity
• Provide explanations
• Appeal to a tribe

GETTING YOUR STORIES READ
LET’S COMPARE STORIES

SUMMARY
WHAT WE TALKED ABOUT
1. How a story works
2. What stories are used for
3. How to find stories people want to hear
4. How to get people to read your stories

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How To Tell Compelling Stories Online

1. HOW TO TELL O N L I N E COMPELLING STORIES MATT GIBSON President, PTBA

2. PRESENTED BY THE • NON-PROFIT ORGANIZATION • INDUSTRY & INFLUENCER MEMBERS • EDUCATION • NETWORKING • INFLUENCER SEARCH ENGINE http://travelbloggersassociation.com

3. MATT GIBSON President Professional Travel Bloggers Association CEO UpThink Award-Winning Travel Blogger XpatMatt.com

4. SUMMARY THIS MAN TRAVELED TO MALDIVES TO TEACH A CLASS ABOUT STORYTELLING. YOU WON’T BELIEVE WHAT HE SAID.

5. SUMMARY WHAT WE’RE GOING TO TALK ABOUT 1. How a story works 2. What stories are used for 3. How to find stories people want to hear 4. How to get people to read your stories

6. SUMMARY WHAT WE’RE GOING TO DO Come up with one story idea and headline for the blog of a fictitious company…

7. SUMMARY EAT PRAY LOVING SOUL SISTERS SPIRITUAL SPA RETREATS

8. SUMMARY EAT PRAY LOVING SOUL SISTERS SPIRITUAL SPA RETREATS – Spa retreats for women in SEA – Packages from $2,000 – 15,000

9. HOW A STORY WORKS

10. SOME COMMON STORIES

11. SOME COMMON STORIES OVERCOMING THE MONSTER

12. SOME COMMON STORIES RAGS TO RICHES

13. SOME COMMON STORIES COMMON STORY STRUCTURES • Overcoming the Monster • Rags to Riches • The Quest • Voyage and Return • Comedy • Tragedy • Rebirth

14. SOME COMMON STORIES

15. SOME COMMON STORIES DON’T THINK A STORY CAN FIT IN A TWEET?

16. SOME COMMON STORIES DON’T THINK A STORY CAN FIT IN A TWEET?

17. SOME COMMON STORIES DON’T THINK A STORY CAN FIT IN A TWEET?

18. SOME COMMON STORIES PHOTOS TELL STORIES TOO

19. SOME COMMON STORIES DON’T FORGET, STORIES ARE ABOUT PEOPLE

20. SOME COMMON STORIES DON’T FORGET, STORIES ARE ABOUT PEOPLE

21. SOME COMMON STORIES DON’T FORGET, STORIES ARE ABOUT PEOPLE

22. SOME COMMON STORIES DON’T FORGET, STORIES ARE ABOUT PEOPLE

23. SOME COMMON STORIES A NOTE ABOUT THE BEST STORIES

24. WHAT STORIES ARE USED FOR

25. KINDS OF STORIES COMMON IN MARKETING • Entertaining • Instructional • Educational • Inspirational WHAT STORIES ARE USED FOR

26. WHAT STORIES ARE USED FOR ENTERTAINMENT

27. WHAT STORIES ARE USED FOR ENTERTAINMENT

28. INSTRUCTION WHAT STORIES ARE USED FOR

29. INSTRUCTION WHAT STORIES ARE USED FOR

30. EDUCATION WHAT STORIES ARE USED FOR

31. EDUCATION WHAT STORIES ARE USED FOR

32. INSPIRATION WHAT STORIES ARE USED FOR

33. INSPIRATION WHAT STORIES ARE USED FOR

34. FINDING STORIES PEOPLE WANT

35. FINDING STORIES PEOPLE WANT IDENTIFY YOUR AUDIENCE

36. FINDING STORIES PEOPLE WANT IDENTIFY THOSE WHO REACH YOUR AUDIENCE

37. FINDING STORIES PEOPLE WANT DATA-BASED STORY RESEARCH • Buzzsumo • Open Site Explorer • Facebook Signal • Google Trends

38. GETTING YOUR STORIES READ

39. GETTING YOUR STORIES READ THE ART OF THE HEADLINE

40. GETTING YOUR STORIES READ

41. GETTING YOUR STORIES READ

42. GETTING YOUR STORIES READ

43. GETTING YOUR STORIES READ HEADLINE HELPERS Headlinr Portent Content Generator Hubspot’s Blog Topic Generator

44. GETTING YOUR STORIES READ HEADLINE HELPERS Headlinr Portent Content Generator Hubspot’s Blog Topic Generator

45. GETTING YOUR STORIES READ HEADLINE HELPERS Headlinr Portent Content Generator Hubspot’s Blog Topic Generator

46. GETTING YOUR STORIES READ

47. GETTING YOUR STORIES READ

48. GETTING YOUR STORIES READ

49. GETTING YOUR STORIES READ

50. GETTING YOUR STORIES READ

51. GETTING YOUR STORIES READ Key Takeaways • A focus on why the reader should care • Clarity and promise • Emotional hooks • Provoke curiosity • Provide explanations • Appeal to a tribe

52. SUMMARY THIS MAN TRAVELED TO MALDIVES TO TEACH A CLASS ABOUT STORYTELLING. YOU WON’T BELIEVE WHAT HE SAID.

53. THE REAL SECRET

54. THE REAL SECRET CONTENT V DISTRIBUTION

55. THE REAL SECRET

56. GETTING YOUR STORIES READ LET’S COMPARE STORIES

57. SUMMARY WHAT WE TALKED ABOUT 1. How a story works 2. What stories are used for 3. How to find stories people want to hear 4. How to get people to read your stories

58. QUESTIONS

How To Tell Compelling Stories Online

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