This document discusses content strategy and its importance for persuasive marketing messages. It defines content as any created or shared output and emphasizes that content should tell a story, be focused on customers' wants and needs rather than about the company, and be helpful, accurate and consistent across channels. The document also provides tips for developing a content strategy including understanding audiences, their problems and needs, and using personas and a messaging table to align content with target audiences.
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Crafting a persuasive marketing message presentation creative mind consulting
1. Jane Neumiller-Bustad
President & Chief Marketing Officer
Creative Mind Consulting
www.creativemindconsulting.com
LinkedIn link
Facebook link
Sit next to a new person, someone you don't know
3. Recipe: for a Persuasive Marketing
Message
Ingredients:
− Marketing strategic planning
− Content strategy
− Content creation
− Creativity
− Fresh approach
− Feedback
− Revisions and re-cycling
− Accuracy, grammar, spelling, the details
4. What's a Content Strategy & Why
Do I Need One?
“The web, social and mobile revolutions have
changed the world connecting all of us...enabling
the seamless flow of instant information. We are
all now the most popular and trusted source of
news and information for each other.”
“In short, your content has to be awesome. It has
to be truly helpful. It cannot be about you. It has
to be about your customers’ wants and needs.”
Michael Brenner, Vice President of SAP Global Marketing
5. Content is....
Website content
Blog posts
Videos
Podcasts
Stories
Jokes
Contests
Drawings/paintings
Social media postings
Newsletters
Photos
Poems
White papers
Fact sheets
Brochures
Tip sheets
Cartoons
Music
Book chapters
Etc.
6. Define, please....
Content is any created or shared output
of the human creative spirit, shared via
the Internet or other mediums.
Ideally, content tells a story
12. Messaging Table
Target Audience Needs, Wants &
Concerns
Identifying
Characteristics/
Demographics
Angle/
Messaging
Hockey parents Help their child
develop better
hockey, teamwork,
and leadership skills
Want their child to
have a positive camp
experience
Wants more than
“just hockey” skills at
camp
Wants to develop
positive attitudes in
their child
Parents with children
in hockey
Married, disposable
income
Children in hockey,
between the ages of
8 and 12
Live in eastern Twin
Cities metro
Have transportation
Puts an emphasis on
character
development in their
children
“Hockey skills = life
skills”
“Hockey is more than
just a sport”
Give your child a
safe, fun week at
hockey camp this
summer
Our camp – hockey
and more!
Character, skills,
friendships – all in
one week
13. “I define it as the mindset, culture and approach to
delivering your customer’s information needs in all
the places they are searching for it, across each
stage of the buying process. It is a strategic
approach to managing content as an asset, with a
quantifiable ROI.”
Michael Brenner, Vice President of SAP Global Marketing
14. If I were a white paper,
how many different uses
could you find for me?
16. Tips and Reminders
It's not about you
What's your favorite radio station?
HOW many marketing messages a day?
It's not about “promotion,” it's about solving
your customer's problems
Double check spelling and grammar
Consistency – website, printed materials, etc.
Hinweis der Redaktion
Pair up, pick a photo and tell a one minute story to each other
Radio station WII-FM
Show me! Show examples of content Websites I've done - CKC Brochure copy White paper Make a Prezi Make a PowWow Make an online brochure Show a short video Highlight Stitcher and iRadio for podcasts Ed Gandia's podcast and other approaches Show an email newsletter from Gail