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​ StoryStudio Chicago Proposal to Garmin
Feeding the Beast
How to Keep Your Content Flowing, On
Point and Endlessly Entertaining
#contentjam
Jill Pollack
StoryStudio Chicago
storystudiochicago.com
@jill_pollack, @storystudio
​ StoryStudio Chicago Proposal to Garmin
©2015 StoryStudio Chicago Ltd. All Rights Reserved.
…a marketing technique of creating and
distributing valuable, relevant and
consistent content to attract and acquire a
clearly defined audience – with the
objective of driving profitable customer
action.
--Content Marketing Institute	
“
”
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
We fall in
love with
characters.
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Every 60 seconds:
­ Facebook: 510 comments are posted,
293,000 statuses are updated, and
136,000 photos are uploaded.
­ Twitter: 347,000 tweets sent
­ YouTube: 300 hours of video uploaded
(Sources:The Social Skinny, as shared by zephoria.com, October 2015)
“
”
Marketing is no longer about the
stuff that you make, but about the
stories you tell. --Seth Godin
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Creating
Demand…
The
Science
of Story
We are
hardwired
for stories.
13
Story Science
01
02
03
04
05
Conversation
How we learn
We fill in the blanks
As if it were us
Compel us to action
Send
content to
the Story
Center of
the brain.
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
16Story Craft
01
02
03
04
05
06
Details
Images
Voice
Emotion
Character
Tension/Conflict
“ ”Make the reader do some work.
--Molly Daniels
How it used
to work
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Feeding the Beast: How to Keep Your Content Flowing, on Point and Endlessly Entertaining by Jill Pollack
Be Messy
Put the
Audience
First
Build
Characters &
Relationships
Ask
Questions
Think Big,
Write Small
Throwing distance
Draft,
Then Craft
Adjust Plans
Amuse
yourself
©2015	StoryStudio	Chicago	Ltd.	All	Rights	Reserved.	
Jill Pollack
Chief Story Wrangler
StoryStudio Chicago
We help storytellers and business
professionals hone their craft,
express their creativity, and write
with confidence.
storystudiochicago.com
jill@storystudiochicago.com
@jill_pollack | @storystudio
linkedin.com/in/jillpollack

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