Katy Katz has interactive marketing experience spanning across the higher education, healthcare, technology, and small business communities. She has spoken at numerous world-recognized conferences on content marketing, social media, and brand personalization. Katy currently leads the content strategy at Inturact, an inbound marketing agency based out of Texas, which focuses on SaaS product marketing. Connect with Katy on LinkedIn or Twitter to geek out on content, SaaS, or even your latest Netflix obsession.

1. Kicking up Your Content
Marketing Game with
STORYTELLING
Katy Katz

2. The art of storytelling

3. SEO Basics
@katykatztx
• Research relevant industry conversations
• Write keyword-centric content
• Optimize headlines, meta descriptions, and key
paragraphs
But where is HUMANITY?

4. The average person reads only
20% of the text on a webpage.
@katykatztx
*Source: Fast Company

5. What actually makes “10x”
content for the web?
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6. Compelling Content
@katykatztx
• Is interesting, informative, and entertaining
• It fits one of the “craveable” criteria (source)
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

7. @katykatztxImage Source

8. Storytelling works because …
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• It’s human nature to relate to stories
• Stories make information tangible
• Stories forge connections
And stories BUILD MEMORIES.

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

10. Storytelling offsets attention loss
by turning on more parts of the
brain.
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11. @katykatztx
Storytelling by the numbers
Image Source

12. You can tell better
stories
in seven steps.
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13. Define your persona1
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14. A buyer persona is a fictional
representation of your
ideal customer.
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15. Personas
• Establish values and pain points
• Make customers tangible
• Set guidelines for the language of your customers
And help you get PERSONAL.
@katykatztx

16. 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
@katykatztx

17. Find the conflict2
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18. 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
@katykatztx

19. Something old, something new3
Image Source
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20. “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 familia
combined with something unfamiliar.
*Source: Dr. Carmen Simons
@katykatztx

21. Use sensory language4
Fresh
Crispy
Hot
Buttery
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22. “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
@katykatztx

23. 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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24. Define who, what, why, how, and proof5
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25. 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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26. Show, don’t tell6
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27. Show, Don’t Tell
• Be specific and detailed
• Create a foundation for your content
• Use dialogue instead of narration (direct quotes)
Place the reader in the STORY.
*Source: TED Talks Storytelling Techniques by Akash Karia
@katykatztx

28. The moral is the CTA7
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29. 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.
@katykatztx

30. 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
@katykatztx

31. Thank you!
KATY KATY
Content Director
Inturact
kkatz@inturact.com
@katykatztx