This document discusses how to engage audiences through insight, content, and digital means. It advocates defining problems from the perspective of customers seeking transformation, and following customers on their journey to find universal stages, obstacles, and language. This research can then be used to create engaging messaging, content strategies, and marketing that addresses customers throughout their journey. The document provides an example of how transformational content helped increase metrics for MyFitnessPal.

1. disengaged 
How to Use Insight, Content and Digital to
Activate, Engage and Transform Your Audiences

2. Discuss:
What are you afraid of?
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3. Two fears and two fears only
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4. Update: new, inborn human fear
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5. The Monkeysphere
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6. Theory: we are all this guy.
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Mt. Content

7. @taranicholleTransformationalConsumer.com
“Advertisements are now so
numerous that they are very
negligently perused, and it
is therefore become
necessary to gain attention
by magnificence of
promises, and by eloquence
sometimes sublime and
sometimes pathetic.”
—Samuel Johnson, 1759

8. @taranicholleTransformationalConsumer.com
About me
@taranicholleTransformationalConsumer.com

9. @taranicholleTransformationalConsumer.com

10. Transformational Consumers see life as a never-ending series of
projects to live healthier, wealthier, wiser lives.
At TCI, we help companies meet, understand, reach and engage the
Transformational Consumer: the most valuable, least understood
customers of our time.
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

11. @taranicholleTransformationalConsumer.com
Primal motivation
behind most
purchase
decisions:
TRANSFORMATION

12. @taranicholleTransformationalConsumer.com
Rethink your Customer.
Major
Define the Problem from a big,
human perspective
From: Your existing customer base
To: Anyone dealing with the problem
you exist to solve
@taranicholleTransformationalConsumer.com

13. @taranicholleTransformationalConsumer.com
Become the expert on their Journey
Follow the #1 Rule of Customer
research
Good data vs. bad data
Spot patterns + look for:
• Universal stages
• What gets them stuck and
unstuck
• Micro-moments
• Natural language
@taranicholleTransformationalConsumer.com

14. The Journey
Progress Trigger
Initial Catalyst
Habit Formation
HEALTHYBEHAVIORS
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15. @taranicholleTransformationalConsumer.com
Use what you learned to reach and engage your Customers
(and the rest of your company).
Journey + language =
message pillars
Journey + micro-moments =
content strategy
Ongoing listening + real-
time optimization =
engagement marketing
Many teams, one Journey
@taranicholleTransformationalConsumer.com

16. @taranicholleTransformationalConsumer.com
Problem-Solution, Transformational Content

17. @taranicholleTransformationalConsumer.com
MFP Content Results: 2014-2015
22%
WAU Lift
Attributable to Content
10M
Monthly Blog
Uniques
Monthly Blog
Pageviews
50M 24%
MAU Lift
Attributable to Content

18. BEHAVIORAL SCIENCE PERSUASIVE DESIGN
ORGANIZATIONAL CHANGE MANAGEMENTCOACHING + NARRATIVE
The Delta Framework© [proprietary]
@taranicholleTransformationalConsumer.com

19. Tara@TransformationalConsumer.com
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership