pump up your content marketing game with storytelling - katy katz | searchhou
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Pump up Your Content Marketing Game with
STORYTELLING
Katy Katz
#SearchHOU @katykatztx
Which do you think got more links?
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Which would you rather?A standard company website with history, a value statement, and features.
… or
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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?
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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?
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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
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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
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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
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“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
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THE HERO’S JOURNEY
*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute
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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
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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
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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
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