This document discusses content creation and storytelling best practices. It provides templates for creating buyer personas to better understand target customers. It also outlines the basic components of an effective story, including having a hero's journey plot structure with clear who, what, why, how and proof. It emphasizes making the customer the central focus of the story and driving stories to a clear call to action. Templates and examples are provided to illustrate these concepts.

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Storytelling 101: Content creation
Katy 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

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@katykatztx

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A buyer persona is a fictional
representation of your
ideal customer.
@katykatztx

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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.
@katykatztx

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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
NAME
JOB TITLE
•Where they work
•Details about their role
Persona Template
@katykatztx

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@katykatztx

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THE HERO’S JOURNEY
*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute
@katykatztx

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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
@katykatztx

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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 cry
Has an unexpected twist
Reminds us dreams come true
Inspires action
Reminds us we matter
Reveals a secret
Surprises us
Encourages us to never give up
Reminds us we’re unique
Where David beats Goliath

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The customer is the center of
your story, not you.
@katykatztx
*Source: Storytelling Discussion on Inbound.org

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@katykatztx

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What Does Every Good Story Have?
@katykatztx
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.
@katykatztx

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Moral =
CTA =
Marketing Gold
@katykatztx
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.
@katykatztx

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Tomasz Tunguz
@katykatztx

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Hustle Con
@katykatztx
You can SIGN UP for Hustle
Con’s Newsletter here:
bit.ly/HustleNews

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Copyblogger
@katykatztx
Side Note: I breakout Demian’s
writing techniqueeven further in thisYouMOZ postbit.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