What's Content Marketing without kick-ass content? Boring, that's what! There’s a lot to be learned from fiction writers on what makes great copy and how to tell a long story in short chapters. Think of your brand story as a page-turner of a novel and you’ll be on your way to creating content that works—while staying true to your company’s messaging and sales goals. A mash up of story craft, neuroscience, and thinking big, Feeding the Beast will lay out new ways to link your content over time to develop a bigger, stronger, more resonant story. We'll look at storytellers who are succeeding at engaging an audience over the long term, and we'll investigate some unique approaches to thinking big. You'll leave with: refreshed enthusiasm for your stories examples of what works, and what doesn't techniques for creating truly compelling copy

1. ​ StoryStudio Chicago Proposal to Garmin
Feeding the Beast
How to Keep Your Content Flowing, On
Point and Endlessly Entertaining
#contentjam
Jill Pollack
StoryStudio Chicago
storystudiochicago.com
@jill_pollack, @storystudio

2. ​ StoryStudio Chicago Proposal to Garmin
©2015 StoryStudio Chicago Ltd. All Rights Reserved.

3. …a marketing technique of creating and
distributing valuable, relevant and
consistent content to attract and acquire a
clearly defined audience – with the
objective of driving profitable customer
action.
--Content Marketing Institute
“
”

5. We fall in
love with
characters.

7. Every 60 seconds:
­ Facebook: 510 comments are posted,
293,000 statuses are updated, and
136,000 photos are uploaded.
­ Twitter: 347,000 tweets sent
­ YouTube: 300 hours of video uploaded
(Sources:The Social Skinny, as shared by zephoria.com, October 2015)

8. “
”
Marketing is no longer about the
stuff that you make, but about the
stories you tell. --Seth Godin

10. Creating
Demand…

11. The
Science
of Story

12. We are
hardwired
for stories.

13. 13
Story Science
01
02
03
04
05
Conversation
How we learn
We fill in the blanks
As if it were us
Compel us to action

14. Send
content to
the Story
Center of
the brain.

16. 16Story Craft
01
02
03
04
05
06
Details
Images
Voice
Emotion
Character
Tension/Conflict

17. “ ”Make the reader do some work.
--Molly Daniels

18. How it used
to work

23. Be Messy

24. Put the
Audience
First

25. Build
Characters &
Relationships

26. Ask
Questions

27. Think Big,
Write Small

28. Throwing distance

29. Draft,
Then Craft

30. Adjust Plans

31. Amuse
yourself

32. ©2015 StoryStudio Chicago Ltd. All Rights Reserved.
Jill Pollack
Chief Story Wrangler
StoryStudio Chicago
We help storytellers and business
professionals hone their craft,
express their creativity, and write
with confidence.
storystudiochicago.com
jill@storystudiochicago.com
@jill_pollack | @storystudio
linkedin.com/in/jillpollack