33. Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
@JoePulizzi
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34. Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1.
2.
3.
@JoePulizzi
Core Target Audience
What Will Be Delivered
The Outcome for the
Audience
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36. @JoePulizzi
Jeremy Our IT Buyer
Jeremy
• Mid 30’s – Coffee lover
• Works at a bank
• Responds to email; phone
not so much.
• Frustrated because his
company is growing too
fast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!
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37. @JoePulizzi
Buyer Persona Profiles
Put your Journalist or Storyteller hat on:
•
•
•
•
WHO is the persona… emotionally attached
WHAT does she do? What does his day look like?
WHERE is the gap in his needs/wants?
WHEN does he need to close this gap?
• WHY does he care about the product us?
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58. @JoePulizzi
My Goal: Impact on Sales,
Costs or Retention
• Primary indicators for my
CXO and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.
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Managing Content Marketing
60. @JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Be the Leading Information Expert in Your Industry
4. Focus on Useful Content
5. Answer Customer Questions
6. Multiple Outputs Per Story Idea
7. Focus on Subscription
8. Leverage SlideShare
9. Start Partnering with Influencers
10. Use Social Media 4‐1‐1