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Give Your Customers the Content They Want - Persona Based Marketing

  1. Give Your Audience the Content They Want Persona-Based Marketing Paul Roetzer, President, PR 20/20 @PaulRoetzer October 11, 2010 Tweet #HUG2010
  2. @PaulRoetzer #HUG2010
  3. Inspirations @PaulRoetzer #HUG2010
  4. Choice @PaulRoetzer #HUG2010
  5. Be Remarkable Be Memorable Bring Value @PaulRoetzer #HUG2010
  6. What Matters to Them? @PaulRoetzer #HUG2010
  7. @PaulRoetzer #HUG2010
  8. Authentic Unique Personal Relationships @PaulRoetzer #HUG2010
  9. Stand Out From the Crowd . . . Win Their Hearts and Minds . . . @PaulRoetzer #HUG2010
  10. What is Content Marketing? “Creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” — Joe Pulizzi (@juntajoe), Founder of Junta42 & The Content Marketing Institute, Author of Get Content. Get Customers. @PaulRoetzer #HUG2010
  11. “We all have a story to tell.” @PaulRoetzer #HUG2010
  12. @PaulRoetzer #HUG2010
  13. Winning with a Persona-Based Content Strategy 1.  Define & differentiate your brand. 2.  Build your content creation team. 3.  Profile your buyer personas. 4.  Connect content to your goals (and theirs). 5.  Choose your publishing tools. 6.  Develop your editorial calendar. 7.  Integrate your search, social & PR strategies. 8.  Establish your budgets (time & money). 9.  Launch, measure & evolve. @PaulRoetzer #HUG2010
  14. 1) Define & differentiate your brand. @PaulRoetzer #HUG2010
  15. What is a brand? Brand = experiences + perceptions @PaulRoetzer #HUG2010
  16. How to define your brand? •  Who are we (in 160 characters or less, and without meaningless jargon)? •  What are the three greatest strengths/weaknesses of our brand? •  What are our greatest opportunities for growth? •  What makes us different, remarkable? •  What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences? •  What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)? @PaulRoetzer #HUG2010
  17. 2) Build your content creation team. Source: Driven By Content video series @PaulRoetzer #HUG2010
  18. Potential content creators •  Internal: Marketing, communications, sales, executives, customer service, technical, journalism school interns •  Outsourced: Freelance writers, publishers, journalists, PR firms @PaulRoetzer #HUG2010
  19. Importance of an editor •  Maintain the editorial calendar •  Keep the team on track •  Proof all content prior to publishing •  Ensure consistency of style, format, tone & messaging •  Can be internal or outsourced Source: What Your Blog May Be Missing @PaulRoetzer #HUG2010
  20. What makes for great content? •  Strategic •  Brand centric •  Buyer persona focused •  Optimized for search engines •  Technically sound •  Creative •  Results driven Source: 7 Key Elements of Great Business Content @PaulRoetzer #HUG2010
  21. Buyer-persona focused content •  Make personal connections •  Address pain points and bring value •  Demonstrate a clear understanding of your audiences, and know how to engage them •  Promote and deliver in their preferred format @PaulRoetzer #HUG2010
  22. 3) Profile your buyer personas. @PaulRoetzer #HUG2010
  23. Defining your buyer personas •  What are their goals and aspirations? •  What motivates and inspires them? •  What are their problems/pains/obstacles? •  How do they consume information (online and offline)? •  What/who influences their buying decisions? •  What's important to them? @PaulRoetzer #HUG2010
  24. Other buyer persona criteria •  Geography •  Demographics •  Title/responsibilities •  Industry •  Preferred communications •  Technographics (social media activity) •  Buying cycle •  Alternatives/competition •  Success factors •  MAD-R (Money, Authority, Desire, Response) @PaulRoetzer #HUG2010
  25. How do you research personas? •  Analyze customer database •  Talk to sales reps •  Read industry publications, blogs & analyst reports •  Check magazine editorial calendars •  Monitor/participate in social networks •  Run a keyword analysis •  Review organic traffic reports •  Assess competitor websites & content •  Ask them @PaulRoetzer #HUG2010
  26. “ROI Ivan” •  Type: Old school/laggard •  Title: CEO, president •  Industry: Finance, insurance, accounting, legal •  Pains: Business flat or declining •  Causes: Economy, lack of innovation/ vision •  Sources: WSJ, trade magazines •  Influencers: Peers, media •  Technographics: Inactive •  Success: Bottom line •  Content: Case studies, press releases, original reports @PaulRoetzer #HUG2010
  27. “Engagement Erin” •  Type: New school/early adopter •  Title: Marketing director, community manager, owner •  Industry: Technology, retail, arts & entertainment •  Pains: Information & inbox overload, multitasking, platform confusion, too tactical •  Causes: Lack of training, following the “experts/ gurus,” reporting to “Ivans” •  Sources: Social, blogs, webinars •  Influencers: Peers, bloggers •  Technographics: Creator •  Success: Leads, inbound links, engagement, speaking opportunities, website traffic •  Content: Blog, videos, mobile apps, webinars, eBooks @PaulRoetzer #HUG2010
  28. 4) Connect content to your goals (and theirs) @PaulRoetzer #HUG2010
  29. @PaulRoetzer #HUG2010
  30. @PaulRoetzer #HUG2010
  31. Their goals •  Knowledge •  Confidence •  Peace of mind •  Efficiency •  Differentiation •  Competitive advantage •  Growth/ROI @PaulRoetzer #HUG2010
  32. 5) Choose your publishing tools. @PaulRoetzer #HUG2010
  33. Content-driven link building •  Participate in the community •  Get a blog •  Publish original research •  Provide how tos, tutorials •  Distribute email newsletters •  Make a few videos Source: Google Webmaster Central Channel @PaulRoetzer #HUG2010
  34. @PaulRoetzer #HUG2010
  35. 6) Develop your editorial calendar. @PaulRoetzer #HUG2010
  36. The value of abstracts •  Topic: How to handle negative comments about your brand online. •  Categories: Social Media, Brand •  Audience/Buyer Persona: Execs (Executive Eddie) and brand managers (Brandy Brand Manager) who are nervous about social networking because of the loss of brand control. •  Goal: Education •  Abstract: This blog post will provide actionable tips for brand managers on how to react to negative comments online — whether on review sites, personal blogs, social networks or in response to company postings. •  Date: TBD @PaulRoetzer #HUG2010
  37. @PaulRoetzer #HUG2010
  38. 7) Integrate your search, social & PR strategies. Source: How to Build Your Inbound Marketing GamePlan @PaulRoetzer #HUG2010
  39. @PaulRoetzer #HUG2010
  40. 8) Establish your budgets (time & money). @PaulRoetzer #HUG2010
  41. Primary budget factor = content creation •  Internal = time •  Outsourced = money @PaulRoetzer #HUG2010
  42. What does content cost? •  Traditional = $1/word •  Today = ??? @PaulRoetzer #HUG2010
  43. @PaulRoetzer #HUG2010
  44. 9) Launch, measure & evolve. @PaulRoetzer #HUG2010
  45. Beware of the Content Flood Some estimates indicate that in just a few years content on the Internet will double every 72 hours. @PaulRoetzer #HUG2010
  46. Closing Thoughts •  Understand what makes audiences unique. •  Have a plan and build a strong content team. •  Be remarkable and memorable. •  Take chances. •  Put their needs and goals ahead of yours. •  Bring value to their lives and help them find success. @PaulRoetzer #HUG2010
  47. Resources •  Driven By Content video series •  What Your Blog May Be Missing •  7 Key Elements of Great Business Content •  Google Webmaster Central YouTube Channel •  How to Build Your Inbound Marketing GamePlan •  2010 B2B Content Marketing: Benchmarks, Budgets and Trends •  Content Curation: Bringing Order to Information Overload •  HubSpot Inbound Marketing Services Marketplace @PaulRoetzer #HUG2010
  48. Twitter: @PaulRoetzer Email: Web: Tweet #HUG2010