The Art of Storytelling | Pubcon 2016

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Storytelling 101: Content creationKaty Katz

@katykatztx

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The one with a flipped theme

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Storytelling can be as easy as

1, 2, 3. @katykatztx

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It’s all about telling the right story

for the right person, at the right time.

@katykatztx

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“Language-market fit is just as important for companies as product/market fit, and it’s the most under-appreciated source of early success.”

*Source: Jim Scheinman, Venture Capitalist

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How do you speak to the customer who will share, or engage, or purchase?

@katykatztx

#pubcon1Personas@katykatztx

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A buyer persona is a fictional representation of your

ideal customer.

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Buyer Personas• Establish values and pain points• Make your customers tangible• Set guidelines for your customers’ language

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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#pubcon2Plot@katykatztx

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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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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

@katykatztx

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

And puts us in their SHOES

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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The customer is the center of your story, not you.

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*Source: Storytelling Discussion on Inbound.org

#pubcon3Punchline@katykatztx

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What Does Every Good Story Have?

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A Morale

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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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Moral = CTA = Marketing Gold

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Source: Instagram @kellymichaelanderson

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“Most people forget 90% of what you share.”-- Dr. Carmen Simon, Neuroscientist

Make sure that 10% they remember counts!

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On to some examples.

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Tomasz Tunguz@katykatztx

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Hustle Con@katykatztx

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Copyblogger@katykatztx

Side Note: I break out Demian’s writing technique even further in this YouMOZ post bit.ly/StealWriting.

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I get by with a little help from my friends:

@katykatztx

TOOLS

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Writing•Grammarly•Word Hippo•Hemingway App•Boomerang Respondable•READ MORE Books, Articles, etc!!

Visual Storytelling•Canva•Pixabay (free stock photos!)•PicMonkey•Pablo•Visage•Stop Motion Studio (etc)

@katykatztx

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Thank you!Let’s be friends!@katykatztx