Hacking Art History Will Make Your Content Stand Out

•

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Classic artists were skilled at storytelling in images. Educating yourself on some of their tactics in as little as 10-15 minutes will help you master this art and will improve your content marketing. Topics that are covered include: - How to make your content more memorable. - Why "good" content isn't enough anymore. - A list of free tools for developing and distributing great content.

Marketing

Why is good content failing?
#pubcon @katykatztx
DATA
OVERLOAD
*Source:
DOMO

Content Marketing History
#pubcon @katykatztx

Most people forget
90%
of what you share.
#pubcon @katykatztx
*Source:
Dr.
Carmen
Simon

Shorter
attention
spans
#pubcon @katykatztx
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.
#pubcon @katykatztx
*Source:
Ann
Handley,
Business.com

There are a lot of tricks
we can learn
from the great storytellers
of the past.
#pubcon @katykatztx

#pubcon @katykatztx
Your customer should easily see himself

#pubcon @katykatztx
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

#pubcon @katykatztx
Condition your customer with your intent

#pubcon @katykatztx
Politicians are Excellent Conditioners

#pubcon @katykatztx
Weave in a familiar story

#pubcon @katykatztx
You See WhatYou 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

#pubcon @katykatztx
Have signature style

#pubcon @katykatztx
Show
Personality
on
All
Content

Ultra-professional is boring!

Be consistent.
But beYOURSELF.
#pubcon @katykatztx

#pubcon @katykatztx
Appeal to human emotion

#pubcon @katykatztx
•  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

#pubcon @katykatztx
Social,
Forums,
Outreach,
oh
my!

*Source:
Inbound.org

#pubcon @katykatztx
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

#pubcon @katykatztx
Color
Wheel

Color
Psychology

#pubcon @katykatztx
Be wary of peripheral bias

#pubcon @katykatztx
How
the
Brain
Processes
Peripherals

*Source:
Buﬀerapp.com

#pubcon @katykatztx
Draw
their
eye
around
the
page

*Source:
JeﬀBulas.com

*Source:
Inturact.com

#pubcon @katykatztx
Be ahead of your time

#pubcon @katykatztx
Don’t be afraid to take a few risks

70 : 20 : 10
#pubcon @katykatztx
-‐
Josh
Braaten,
VP
MnSearch

#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
Free
Content
Marke:ng
Tools

Tips

Thank you!

kkatz@inturact.com
#pubcon @katykatztx

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Hacking Art History Will Make Your Content Stand Out

1. KATY KATZ

2. Why is good content failing? #pubcon @katykatztx DATA OVERLOAD *Source: DOMO

3. Content Marketing History #pubcon @katykatztx

4. Most people forget 90% of what you share. #pubcon @katykatztx *Source: Dr. Carmen Simon

5. Shorter attention spans #pubcon @katykatztx More content competition Growing desensitization curve

6. Good won’t cut it, it will have to be great. #pubcon @katykatztx

7. 69% of marketers want to be better storytellers. #pubcon @katykatztx *Source: Ann Handley, Business.com

8. There are a lot of tricks we can learn from the great storytellers of the past. #pubcon @katykatztx

9. For great content … #pubcon @katykatztx

10. #pubcon @katykatztx Your customer should easily see himself

11. #pubcon @katykatztx Same Person, Different Audience

12. #pubcon @katykatztx *Source: The Atlan2c People Do Judge Books By Their Covers

13. You HAVE to know your personas. #pubcon @katykatztx*More informa:on on personas and persona problems

14. #pubcon @katykatztx Condition your customer with your intent

15. #pubcon @katykatztx Think milk?

16. #pubcon @katykatztx Politicians are Excellent Conditioners

17. #pubcon @katykatztx Weave in a familiar story

18. #pubcon @katykatztx You See WhatYou Want to See

19. 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

20. “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

21. #pubcon @katykatztx Begin content design with the end

22. #pubcon @katykatztx *Source: Kerboo

23. #pubcon @katykatztx Have signature style

24. #pubcon @katykatztx Show Personality on All Content

25. Ultra-professional is boring! Be consistent. But beYOURSELF. #pubcon @katykatztx

26. #pubcon @katykatztx Appeal to human emotion

27. #pubcon @katykatztx •  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

28. #pubcon @katykatztx Bring the message to them

29. #pubcon @katykatztx Social, Forums, Outreach, oh my! *Source: Inbound.org

30. #pubcon @katykatztx Back to basics: color theory

31. 85% of shoppers place color as a primary reason for why they purchase a particular product. #pubcon @katykatztx *Source: KissMetrics

32. #pubcon @katykatztx Color Wheel Color Psychology

33. #pubcon @katykatztx Be wary of peripheral bias

34. #pubcon @katykatztx How the Brain Processes Peripherals *Source: Buﬀerapp.com

35. #pubcon @katykatztx Draw their eye around the page *Source: JeﬀBulas.com *Source: Inturact.com

36. #pubcon @katykatztx Be ahead of your time

37. #pubcon @katykatztx Future marke:ng

38. #pubcon @katykatztx Don’t be afraid to take a few risks

39. 70 : 20 : 10 #pubcon @katykatztx -‐ Josh Braaten, VP MnSearch

40. #pubcon @katykatztx

41. #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 Free Content Marke:ng Tools Tips

42. Thank you! kkatz@inturact.com #pubcon @katykatztx

Hacking Art History Will Make Your Content Stand Out

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