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SECRETS FROM AN INDUSTRY BLOGGER:
WHAT YOU MUST KNOW TO TELL YOUR BRAND STORY
Hello!I AM LISA HORN
I help brands get visibility through the
love of words.
You can find me at: @thepublicitygal
takeaways: what you’ll learn
What Makes Good Content;
And Where ToFind It
Tips For Writing The Most
Attention-GrabbingClickable Headlines
Why You Need An Editorial Calendar & How To Create
One
Case Study: Ponoko’s 12
Immutable LawsOf Event Marketing
Swag
Competitive Advantage: Using Content To Create
Differentiation
@thepublicitygal
get socialShare your favorite knowledge
nuggets with #WednesdayWebinar &
@thepublicitygal or @paulkiewiet
THE MORE YOU KNOW
ABOUT SOMETHING
the more you care
@thepublicitygal
let’s play a game
@thepublicitygal
PEOPLE ARE LOOKING FOR CONNECTIONS
give them a reason to connect with your brand
@thepublicitygal
WHAT DO YOUR CUSTOMERS KNOW ABOUT YOU?
is it the story you really want to tell?
@thepublicitygal
IT’S ALL ABOUT THE AUDIENCE
put your fans first
@thepublicitygal
THE SCIENCE BEHIND GREAT STORYTELLING
tap into emotions to build connections
@thepublicitygal
what content can do...when you have the right emotional connection
❖ tell your story❖ educate audience
❖ attract buyers❖ overcome objections
❖ build buzz❖ create trust
❖ increase loyalty❖ convert sales
@thepublicitygal
WHERE TO FIND CONTENT
it’s actually easier than you think
@thepublicitygal
content ideas are everywhere
❖ case histories❖ faqs
❖ do promo better❖ product info
❖ behind the scenes❖ current events
❖ research❖ publications
@thepublicitygal
GET SOME ATTENTION
write the most eye-catching headlines
@thepublicitygal
On average, five times as many people read the headline as read the
body copy. When you have written your headline, you have spent eighty
cents of your dollar.~ David Ogilvy
@thepublicitygal
❖ how-to❖ numbers❖ ways to do more❖ ways to do better❖ common mistakes❖ must haves❖ signs & symptoms
techniques to write effective headlines
❖ lists❖ lessons learned from❖ favorite tools / tech❖ checklists❖ beginners guide to❖ secret behind❖ curiosity
@thepublicitygal
CONTENT PLANNING
How how to build your editorial calendar.
@thepublicitygal
editorial calendar must haves
❖ dates & author❖ working title
❖ summary❖ sources
❖ categories & tags❖ URL
❖ social posts
@thepublicitygal
CASE STUDY: PONOKO
The 12 Immutable Laws Of Event Marketing Swag
@thepublicitygal
BE DIFFERENT
in a world of sameness, you must stand out to be competitive
@thepublicitygal
I am rare, and there is value in all rarity; therefore, I am
valuable.~ Og Mandino
@thepublicitygal
ANY QUESTIONS?
You can find me at:
@thepublicitygal
linkedin.com/in/lisakhorn
Download slides at:
slideshare.net/lisakhorn
credits
Special thanks to all the people who made and released these awesome resources for free:
● Presentation template by SlidesCarnival● Photographs by Pexels, Unsplash, Morguefile
@thepublicitygal