Pump up Your Content Marketing Game with

STORYTELLING

Katy Katz

#SearchHOU @katykatztx

Which do you think got more links?

#SearchHOU @katykatztx

Which would you rather?A standard company website with history, a value statement, and features.

… or

#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

The art of storytelling

SEO Basics• Research relevant industry conversations• Write keyword-centric content• Optimize headlines, meta descriptions, and key

paragraphs

But where is the HUMANITY?

#SearchHOU @katykatztx

The average person reads only 20% of the text on a

webpage. *Source: Fast Company

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In this world of “bings, bongs, and beeps, emails and tweets,”

We’ve built a LOT of content pumping machines.

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What actually makes “10x” content for the

web?

#SearchHOU @katykatztx

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 cryHas an unexpected twistReminds us dreams come trueInspires actionReminds us we matter

Reveals a secretSurprises usEncourages us to never give upReminds us we’re uniqueWhere David beats Goliath

#SearchHOU @katykatztx

Image Source #SearchHOU @katykatztx

Storytelling works because …• It’s human nature to relate to stories• Stories make information tangible• Stories forge connections

And stories BUILD MEMORIES.

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Most people forget

90% of what you share.

*Source: Dr. Carmen Simon

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Storytelling offsets attention loss by turning

on more parts of the

brain.#SearchHOU @katykatztx

Storytelling by the numbers

Image Source

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Long

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… or short.

You too can tell better

storiesin seven steps.

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Define your persona & their journey

1@katykatztx

A buyer persona is a fictional representation of your

ideal customer.

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Personas• Establish values and pain points• Make customers tangible• Set guidelines for the language of your customers

And help you get PERSONAL.

DEMOGRAPHICS• Age• Gender• Salary• Location• Education• Family

GOALS AND CHALLENGES• Values and fears

MARKETING MESSAGE• Elevator pitch

SOCIAL MEDIA• Platforms• Behavior

NAMEJOB TITLE• Where they work• Details about their role

Persona Template

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Once you understand the “who,” you have to map

out the “how.”#SearchHOU @katykatztx

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.

Find the conflict2@katykatztx

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

Something old, something new

3Image Source @katykatztx

“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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Combine something recognizable with

something

surprising.#SearchHOU @katykatztx

Use sensory language4

FreshCrispyHotButtery

@katykatztx

“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

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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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Define who, what, why, how, and proof

5@katykatztx

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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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

IT’S ABOUT THEM, NOT YOU

*Source: Storytelling Discussion on Inbound.org

#PubconAustin @katykatztx

THE HERO’S JOURNEY

*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute

#PubconAustin @katykatztx

Show, don’t tell6@katykatztx

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

Or better yet, let them tell it!

User-generated content (UGC) is trusted 50% more than traditional media.

- http://corp.crowdtap.com/socialinfluence

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The moral is the CTA7@katykatztx

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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Seven Steps to Becoming a Better Storyteller

1. Define your personas2. Find the conflict3. Include something old and something new4. Use sensory language5. Define who, what, why, how, and proof6. Show, don’t tell7. The moral is the CTA

#SearchHOU @katykatztx

A FEW MORE EXAMPLES

INDUSTRY BLOG: COPYBLOGGER

*Source: 10 Rules for Creating Content People Share by Demian Farnworth

Side Note: I break out Demian’s writing technique even further in this YouMOZ post bit.ly/StealWriting.

BRAND BLOG: NIKE

*Source: Randall-Reilly

EMAIL: HUSTLE CON

You can SIGN UP for Hustle Con’s Newsletter here: bit.ly/HustleNews

Thank you!KATY KATY

Content DirectorInturact

kkatz@inturact.com

@katykatztx