Pump Up Your Content Marketing Game with Storytelling by Katy Katz.

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

2. #SearchHOU @katykatztx
Which do you think got more links?

3. #SearchHOU @katykatztx
Which would you rather?
A standard company
website with history, a
value statement, and
features.
… or

4. #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

5. The art of storytelling

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

7. The average person reads
only 20% of the text on a
webpage. *Source: Fast Company
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8. In this world of “bings, bongs, and
beeps, emails and tweets,”
We’ve built a LOT of content
pumping machines.
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9. What actually makes “10x”
content for the web?
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10. 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 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
#SearchHOU @katykatztx

11. Image Source #SearchHOU @katykatztx

12. 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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13. Most people forget
of what you share.
*Source: Dr. Carmen Simon
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14. Storytelling offsets attention
loss by turning on more parts
of the
brain.
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15. Storytelling by the numbers
Image Source
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16. #SearchHOU @katykatztx
Long

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… or short.

18. You too can tell better
stories
in seven steps.
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19. Define your persona & their journey1
@katykatztx

20. A buyer persona is a fictional
representation of your
ideal
customer.
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21. Personas
• Establish values and pain points
• Make customers tangible
• Set guidelines for the language of your customers
And help you get PERSONAL.

22. 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
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23. Once you understand the
“who,” you have to map out the
“how.”
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24. 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.

25. Find the conflict2
@katykatztx

26. 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

27. Something old, something new3
Image Source
@katykatztx

28. “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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29. Combine something
recognizable with something
surprising.
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30. Use sensory language4
Fresh
Crispy
Hot
Buttery
@katykatztx

31. “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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32. 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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33. Define who, what, why, how, and proof5
@katykatztx

34. 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
#SearchHOU @katykatztx

35. 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

36. IT’S ABOUT THEM, NOT YOU
*Source: Storytelling Discussion on Inbound.org
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37. THE HERO’S JOURNEY
*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute
#PubconAustin @katykatztx

38. Show, don’t tell6
@katykatztx

39. 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
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40. 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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41. The moral is the CTA7
@katykatztx

42. 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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43. 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
#SearchHOU @katykatztx

44. A FEW MORE
EXAMPLES

45. INDUSTRY BLOG: COPYBLOGGER
*Source: 10 Rules for Creating Content People Share by Demian Farnworth

46. BRAND BLOG: NIKE
*Source: Randall-Reilly

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

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