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CONTENT MARKETINGHOW TO BECOME A BETTER
STORYTELLER
KATY KATZ
FUTURE STORYTELLER
STORYTELLING WORKS BECAUSE …
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+ It’s human nature to relate to stories+ Stories make information tangible+ Stories forge connectionsAnd 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.#PubconSFIMA @katykatztx
You can tell better
storiesin 7 steps.
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] #pubcon @katykatztx
DEFINE YOUR PERSONA1
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 & 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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FIND THE CONFLICTImage Source
2
CONFLICT
+ Ignites emotion in the reader+ Gives an element of suspense+ Requires a solution
And keeps your audience HOOKED.*Source: TED Talks Storytelling Techniques by Akash Karia
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CREATE A PLOTLINE3
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
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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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SOMETHING OLD, SOMETHING NEWImage Source
4
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 LANGUAGEImage Source
5
People don’t remember what you say as much as 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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SHOW, DON’T TELLImage Source
6
SHOW, DON’T TELL
+ Be specific, detailed, and concise+ Create a foundation for your content+ Use dialogue instead of narration
Place the reader in the STORY.*Source: TED Talks Storytelling Techniques by Akash Karia
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THE MORAL IS THE CTA7
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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HERE ARE SOME EXAMPLES
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INDUSTRY BLOG: COPYBLOGGER
*Source: 10 Rules for Creating Content People Share by Demian Farnworth
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BRAND’S BLOG: NIKE
*Source: Randall-Reilly
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EMAIL: HUSTLE CON
You can SIGN UP for Hustle Con’s Newsletter here
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SEVEN STEPS TO BECOMING A BETTER STORYTELLER
1. Define your personas2. Find the conflict3. Create a plotline4. Include something old and something new5. Use sensory language6. Show, don’t tell7. The moral is the CTA
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WHAT’S YOUR STORY?
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![How to Become a Break Through Storyteller [Infographic]](https://img.pdfslide.net/doc/110x75/548b49d2b47959fb0c8b60e4/how-to-become-a-break-through-storyteller-infographic.jpg)
