how to use storytelling in content marketing to secure more leads by katy katz

Kicking up Your Content Marketing Game with

STORYTELLING

Katy Katz

The art of storytelling

SEO Basics

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

paragraphs

But where is HUMANITY?

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

webpage.

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*Source: Fast Company

What actually makes “10x” content for the

web?

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Compelling Content

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• Is interesting, informative, and entertaining• It fits one of the “craveable” criteria (source)

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

@katykatztxImage Source

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.

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.@katykatztx

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Storytelling by the numbers

Image Source

You can tell better

storiesin seven steps.

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Define your persona1@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.

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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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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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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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Show, don’t tell6@katykatztx

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

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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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Thank you!KATY KATY

Content DirectorInturact

kkatz@inturact.com

@katykatztx