Over of Inbound Marketing. Highlights the process of Educating Targets, Emotionalizing Content, Exposing Content, Escorting Prospects, Enlisting Subscribers, Engaging Communities, Encouraging Influencers, Empowering Advocates, Enabling Real-time Experiences and Examining Results

1. EDUCATINGAUDIENCES
WITH T-R-U-S-T-E-D Content
MKT 5585
Dr. Jim Barry
January, 2015

2. Slide 2
Benevolence
Expertise
Shared Values
Open & Transparent
Communications
Trust
Basic Relationship PrinciplesCustomer Orientation
Social Bonds
Nurturing Sales Leads through Content Marketing
Reputation

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TRUSTED CONTENT

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TRUSTED CONTENT

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TIMELY CONTENT
• Exploit urgent situations
• Time content with audience peak activity
• Serve real-time (right time) content for mobile context

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TIMELY CONTENT – EXPLOIT URGENCIES

7. Slide 7
TIMELY CONTENT – EVALUATE PEAK ACTIVITY

8. Slide 8
RELEVANT CONTENT

9. Slide 9
Personas & Value Proposition Landing Pages
Creating Relevant Content
• Ads
• Conversations
• Blog posts
• Rich content

10. Slide 10
Why Personas
• Content marketing and communications strategies
for inbound marketing

11. Slide 11
Why Personas

12. Slide 12
Why Personas
• Content marketing and communications
strategies for inbound marketing
• Online content (ad) storytelling and
criteria for selecting ad placements

13. Slide 13
Why Personas
• Content marketing and communications strategies for
inbound marketing
• Online ad campaign storylines and criteria for
selecting ad placements
• Social networking strategies

14. Slide 14
Why Personas
• Content marketing and communications
strategies for inbound marketing
• Online ad campaign storylines and criteria for
selecting ad placements
• Social networking strategies
• Customer oriented needs assessments

15. Slide 15
RELEVANT CONTENT
Persona 1: Metro Males
•Traits: Narcissistic
•Wants: Admiration
•Passions: Grooming & Fashion
Persona 2: Red Carpets
•Traits: Pampered
•Wants: Entitlements
•Passions: Global Business
Persona 3: Featured Attractions
•Traits: Honored
•Wants: Elegance
•Passions: Performing Arts
Persona 4: Father of the Bride
•Traits: Sentimental
•Wants: Unspoiled Daughter Day
•Passions: Weddings
Persona 5: Sommeliers
•Traits: Accommodating
•Wants: Refinement
•Passions: Fine Hospitality
Persona 6: Podium Pleasers
•Traits: Charismatic
•Wants: Inspiring Audiences
•Passions: Motivational Speaking
Target Audience 1: PERFECTION Target Audience 2: PLEASING
Persona 10: Proud Patrons
• Traits: Proud
• Wants: Stature
• Passions: High Society Life
Persona 11: Primetimes
• Traits: Boastful
• Wants: Flamboyance
• Passions: Celebrity Mingling
Persona 12: Trump’s Apprentices
• Traits: Professional
• Wants: Swagger
• Passions: Fast Track Leadership
Target Audience 4: POSTURING
Persona 7: Saville Rows
•Traits: Classy
•Wants: Sophistication
• Passions: Luxury Craftsmanship
Persona 8: Polo Clubbers
•Traits: Cultured
•Wants: Etiquette
• Passions: Prestigious Club Events
Persona 9: Monte Carlo Black Ties
• Traits: Extravagant
• Wants: Upscale Nightlife
• Passions: Casinos
Target Audience 3: PROMINENCE
Target Audiences (Spending
Motivation)
Persona
MetroMales
RedCarpets
Featured
Attractions
Fatherofthe
Bride
Sommeliers
PodiumPleasers
SavilleRows
PoloClubbers
MonteCarlo
BlackTies
ProudPatrons
Primetimes
Trump's
Apprentices
Topic 1: Affirming Society Stature     
Topic 2: Networking in Prominent Circles    
Topic 3: Boosting Celebrity Status    
Topic 4: Flaunting Physical Prowess  
Topic 5: Performing for Audiences  
Topic 6: Impressing Clients   
Topic 7: Attending Gala Events       
Topic 8: Celebrating in Style       
Topic 9: Closing Deals  
Topic 10: Reinforcing Corporate Image    
Topic 11: Indulging Fine Taste   
PERFECTION PLEASING PROMINENCE POSTURING
NEEDS ORIENTED TOPICS OF INTEREST

16. Slide 16
PERSONA PAIN POINTS IDENTIFIED FOR
RESIDENTIAL REALTOR BLOGGERS

17. Slide 17
Why Personas
• Content marketing and communications
strategies for inbound marketing
• Online ad campaign storylines and criteria for
selecting ad placements
• Social networking strategies
• Customer oriented needs assessments
• Website landing pages from needs
assessments and psychographic profiles

18. Slide 18
Personas for Needs Assessment
Persona #1: Newly Wed Home Starters. They need:
Budget limited mortgage
Family oriented residence
First purchase handholding
Persona #2: Job Transients. They need:
Quick move
Prior home burden relief
Semi-permanent residence
Persona #3: Post-Distress Downscalers. They need:
To reestablish themselves within their means
Minimal emotional loss
Future adaptable living conditions

19. Slide 19
Personas for Needs Assessment
Persona #4: Twilight Year Downscalers. They need:
Twilight year comforts
Minimal maintenance living
Retirement & family accommodations
Persona #5: Secondary Home Florida Snowbirds. They need:
Vacation home
Off season snowbird rental property
Season renting in tough economies
Persona #6: ROI Maximizers. They need:
Undervalued homes
Future profit potential
Wealth management

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Landing Page Development from Situational Triggers
(The Case of Real Estate)

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Landing Page Development from Situational Triggers
(The Case of Real Estate)

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Landing Page Development from Situational Triggers
(The Case of Real Estate)

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• Join the
Crème de la
Crème
• Become
the Talk of
the Town
• Face It or
Erase It
• Rekindle
Romance
Lonely
Hearts
Forever
Vain
Cosmo-
politans
Narcissists
Cosmetic Dentistry
Spending Motivation: Attracting the Best

24. Slide 24
Lonely HeartsTrait: Romantic
These middle aged couples seek to invite intimacy often after spousal
death or relationship break-up. Their confidence is affected by years
of wear that make them question their attractiveness. Important to
them is a sexy smile and healthy enough looking mouth to invite a kiss.
Among the candidates for smile restorations and other makeovers are
those conscious of their looks when entering online dating sites.
Message Objectives
Whiteners Healthy Gums
Lasting
Restorations
Formed to
Features
Advantage
More Anti-Aging Permanent More Authentic
Competition for Wallet
Hair Makeovers Jewelry Automobile Body Toning Wardrobe
Benefits
Youthfulness Sexiness
Wants
Confidence in Attractiveness Invite a Kiss
Needs
New Relationships Intimacy
Value Propositions for Storylines Strategy to Encounter “Ready Customers”
Interest-Based “Hang-Outs”
Beauty Care Relationships
Key Influencers
Dating Sites
Singles Clubs
& Activities
Fitness
Centers
Social
Networks
Beauty
Professionals
Situational Triggers
Entering Dating Sites After
Relational Status Change
Aging Awareness (skin, hair,
weight, ailments)
Passions
Rekindling Romance
Tagline: Sexy Smile to Invite Intimacy

25. Slide 25
Forever VainTrait: Seductive
These predominantly affluent individuals fail to accept their
aging process. Seeking to stay attractive for society acceptance
and sexiness, they work hard to disguise aging blemishes with
surgical procedures and exterior cover-ups. Some known as
“cougars” stay on top of the latest in skin, hair and smile
rejuvenation so as to attract considerably younger men.
Message Objectives
Realistic Prosthetics Total Dental Refurbishment Tarnished Wear Removal
Advantage
Safer Real Self Powerful Anti-ager Evidence of Wealth
Competition for Wallet
Cosmetic Surgery Jewelry VIP Entitlements
Extreme
Makeovers
Benefits
Age Disguise Sexiness
Wants
Capture the Glance of Younger Makes Immortality
Needs
Turn Back the Clock Companionship
Value Propositions for Storylines Strategy to Encounter “Ready Customers”
Interest-Based “Hang-Outs”
Luxury Goods
Celebrity &
Entertainment
Cosmetology
Face & Body
Care
Beauty
Products
Key Influencers
Hollywood
Celebrities
Personal
Trainers
Cosmetic
Surgeons
Spas
Situational Triggers
Youthful Augmentations Wrinkle Removals
Passions
Active Adult Lifestyles
Tagline: Youthful Smile to Age Gracefully

26. Slide 26
NarcissistsTrait: Self-Indulgence
These self-indulgent males are infatuated with themselves. They
spend inordinate amounts of time grooming themselves with facials,
pedicures, manicures and expensive colognes. They delight in sporting
the perfect body and fashion styles so as to affirm their membership
into metro sexual circles. They are more concerned with revealing
their finest than flamboyance. Consequently, changes in appearance
are natural and flawless.
Message Objectives
Pearly Whites Uniformly Shaped Teeth Repaired Cracks & Chips
Advantage
Dramatic Changes in Smile Attraction Natural Looking Restorations
Competition for Wallet
Beard Art
Fashionable
Wardrobes
Skin Care Body Toning
Benefits
Perfect Looks Distinctive Grooming
Wants
Peer & Self-Admiration Bragging Rights
Needs
Become Talk of the Town Strut Their Stuff Improve Their Brand Appeal
Value Propositions for Storylines Strategy to Encounter “Ready Customers”
Interest-Based “Hang-Outs”
Celebrity & Entertainment Face & Body Care Fashion & Style
Key Influencers
Hollywood Spas Salons
Situational Triggers
Class Reunions Metro Male Events
Passions
Grooming Fashion
Tagline: Pearly Whites to Reveal Your Finest

27. Slide 27
Message Objectives
Luxurious Restorations Healthy Looking Mouth Sparkle
Advantage
Wealth Promoted through New Teeth Aura of Sophistication through Confident Smiles
Competition for Wallet
Jewelry
Fashionable
Wardrobes
Luxury Cars Cosmetic Surgery
Benefits
Beaming Image Youthful Appearance Showcased Wealth
Wants
Mingle In Classy Circles Close Up Cocktail Confidence
Needs
Proudly Join the Crème de la Crème Avoid Society Improprieties or Embarrassment
Value Propositions for Storylines Strategy to Encounter “Ready Customers”
Interest-Based “Hang-Outs”
Antiques &
Collectibles
Beauty
Products
Fashion &
Style
Fine Dining Luxury Goods
Key Influencers
Cosmetologists Local Society Circles Gossip Columns
Situational Triggers
New Affluent Society Pressures Awareness of Body Aging
Passions
Who’s Who Etiquette
CosmopolitansTrait: Smug
These women are conscious about their appearance in high society
circles. Feeling pressured to showcase youth, they don themselves with
expensive jewelry, perfumes and wardrobes. Cosmetic changes are well
accepted and seen as initiation into elite social clubs. Important to their
looks is a sparkle and aura of sophistication. Their entire appearance
speaks of wealth and familiarity with proper attire. They epitomize the
characters portrayed in Cosmopolitan Magazine.
Tagline: Luxurious Smile to Join the Elite

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RELEVANT CONTENT

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USEFUL CONTENT

30. Slide 30
USEFUL CONTENT
INSTRUCTIONAL
AIDS
INDUSTRY
INSIGHTS DECISION AIDS
Useful and Educational Content

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PODCASTS

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PODCASTS

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EXPLAINER VIDEOS

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VIRTUAL SEMINARS

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CUSTOMER SUCCESS STORIES

36. Slide 36
BLOGS
HOW-TO’s
INDUSTRY
NEWS
RESOURCES CHECKLIST RATINGS
INFLUENCER
Q&A
INDUSTRY
STATISTICS
INDUSTRY
PREDICTIONS ROUNDUP CURATION
TRADE SHOW
REPORTS TOP 10 LISTS
Popular Blog Post Archetypes

37. Slide 37
EBOOKS

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EBOOKS

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EBOOKS
TACTICAL
PLAYBOOKS
BEST
PRACTICES
HOW-TO
TIPS
PROCEDURAL
LISTS
EXPERT
INTERVIEW
COMMENTARY
COMPILED
CASE
STUDIES
eBook Applications

40. Slide 40
SLIDE WARE

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USEFUL CONTENT

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USEFUL CONTENT – THE LANDSCAPE

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SITUATIONAL CONTENT

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Personas & Value Proposition Landing Pages
Prepping Websites for Traffic Reception
• Encountering target audiences through:
• Situational triggers
• Passions
• Influencers
Situational
Triggers
Passions
Influencers
Landing
Page Value
Proposition
e.g., Display Ads
e.g., Blogs
e.g., Social Networks

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Encountering Target Audience - Triggers

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Encountering Ready Audience- Triggers

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Personas & Value Proposition Landing Pages
Steering Target to Value Propositions
• Create landing pages for persona
• Translate need into value proposition
• Optimizing page for search
• Creating page to house blogs

48. Slide 48
Encountering Ready Audience – Passion/Influencer

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Encountering Ready Audience – Passion/Influencer

50. Slide 50
EXPLOIT TRIGGERS
FOR SITUATIONAL CONTENT
Performance – Topic: Camera Ready Looks
• Trigger: Bride & Graduate Walk Down the Aisle
• Trigger: TV & Stage Performance
• Trigger: Online Dating
Close-up Performance – Topic: Image
• Trigger: Job Interviewing
• Trigger: Hospitality
• Trigger: Customer Relationships
Society Pressures – Topic: Peer Vanity
• Trigger: High Society & Sorority Life Styles
• Trigger: Class Reunions
• Trigger: Metro Male Events
Anti-Aging – Topic: Youthful Looks
• Trigger: Lost or Gray Hair
• Trigger: Wrinkle Detection
• Trigger: Body Ailments

51. Slide 51
TRANSPARENT CONTENT

52. Slide 52
TRANSPARENT CONTENT
“Talk about things no one wants to discuss.”
― Marcus Sheridan, Founder, The Sales Lion
”
“
• What does a fiber glass pool cost?
• Who are the best suppliers?
• What are some of the shortcomings
in pool life and installation?

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ENGAGING CONTENT

54. Slide 54
Getting Audience Involvement
If TALK-WORTHY

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Getting Audience Involvement

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Make the Content Entertaining

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DELIVERABLE CONTENT

58. Slide 58
Deliverable Content