hacking art history will make your content stand out
TRANSCRIPT
KATY KATZ
Why is good content failing?
#pubcon @katykatztx
DATA OVERLOAD
*Source: DOMO
Content Marketing History
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Most people forget ���
90% ���of what you share.
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*Source: Dr. Carmen Simon
Shorter attention
spans
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More content
competition
Growing desensitization
curve
Good won’t cut it, ���it will have to be great.
#pubcon @katykatztx
���
69%���
of marketers���want to be better���
storytellers.
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*Source: Ann Handley, Business.com
There are a lot of tricks ���we can learn���
from the great storytellers ���of the past.
#pubcon @katykatztx
For great content …
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#pubcon @katykatztx
Your customer should easily see himself
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Same Person, Different Audience
#pubcon @katykatztx*Source: The Atlan2c
People Do Judge Books By Their Covers
You HAVE to know your personas.
#pubcon @katykatztx*More informa:on on personas and persona problems
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Condition your customer with your intent
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Think milk?
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Politicians are Excellent Conditioners
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Weave in a familiar story
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You See What You Want to See
Familiarity works because …
#pubcon @katykatztx
• 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
“You’ll hear so much more of your favorite
music, you’ll think you’re listening to a whole new
recording.”
#pubcon @katykatztx*Source: The Adver2sing Archives
#pubcon @katykatztx
Begin content design with the end
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*Source: Kerboo
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Have signature style
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Show Personality on All Content
Ultra-professional is boring!������
Be consistent. ���But be YOURSELF.
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#pubcon @katykatztx
Appeal to human emotion
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• Reminds us that life is short• Reminds us that dreams come true• Gives us faith to believe in bigger things• Reminds us we matter• Has unexpected twists• Takes us along a journey• Inspires action• Makes us laugh or smile
Content We Crave
• Makes us cry (happy or sad)• Reveals secrets• Surprises us• Reminds us we are unique• Encourages us to never give up• Confirms our assumptions• Challenges our assumptions• Where David beats Goliath
*Source: The Content Marke2ng Ins2tute
#pubcon @katykatztx
Bring the message to them
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Social, Forums, Outreach, oh my!
*Source: Inbound.org
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Back to basics: color theory
���
85%���
of shoppers place color as a primary reason for why they purchase a particular product.
#pubcon @katykatztx
*Source: KissMetrics
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Color Wheel Color Psychology
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Be wary of peripheral bias
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How the Brain Processes Peripherals
*Source: Bufferapp.com
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Draw their eye around the page
*Source: JeffBulas.com
*Source: Inturact.com
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Be ahead of your time
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Future marke:ng
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Don’t be afraid to take a few risks
70 : 20 : 10#pubcon @katykatztx
-‐ Josh Braaten, VP MnSearch
#pubcon @katykatztx
#pubcon @katykatztx
• Find It: Buzzsumo• Plan It: Trello• Make It: Content Creation Checklist• Fill It: ProductHunt• Stock It: Pexels• Edit It: Grammarly• Share It: Buffer• Engage: Forums like SaaS.Community
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