change the way you view your audience: one dimensional vs. three dimensional

@Cate

Social business and monitoring

Building Meaningful Relationships

Presented by Cate ConroyCEO, Concentric Content Marketing

@Cate

@Cate

Real world question

How can I help my company’s bottom line without alienating my audience?

@Cate

Stop thinking in one dimension.

@Cate

Mistargeting

@Cate

Understand your audience

@Cate

“Audience”

@Cate

Now:Wendy Working Mom

@Cate

“Audience”

“Smiths”

@Cate

1 Dimensional Vs.

3 Dimensional

Wendy Working Mom Vs. Smiths

@Cate

How to get from one dimension to three

1. Understand who they are.2. Understand what they find valuable.3. Measure how well you provide

value.

@Cate

Get uncomfortable

@Cate

Personas Content

• Psychographic• Challenges• Wants• Needs

Content Topics

NeedHelp getting everyone organized

10 Checklists That Will Get Your Family Organized

Schedule Hacks: Get More Done, Faster

@Cate

Content Title generators

http://www.portent.com/tools/title-maker/http://www.inboundnow.com/apps/kill-writers-block/http://www.hubspot.com/blog-topic-generator#/

@Cate

How does this fit into our marketing?

@Cate

Personas Content

• Socialgraphics • Platforms• Medium• Device

Content Format

Large images or GIFs.Pinterest on a mobile device.

@Cate

Sales from social

Series1

3% 0%

97%

Facebook Twitter Pinterest

@Cate

Canva.com

@Cate

3D Persona + JourneyVisitor Lead Customer

Johnsons(Working Moms)

Organizational Checklists

Personalized Coupons

How-to Workshops

Murphys(Business Owners)

Go green money saving tips

Reminder to order holiday customer gifts

Discounts on reoccurring purchases

Smiths (Startup CEOs)

Business Templates

Business card coupons

Timed reminders to refill needed items

@Cate

Ms. Smith’s Questions

@Cate

Types of evergreen content

• FAQs• How To Guides• Lists• History posts• Resources• Reviews

@Cate

Evergreen content

• Evaluate existing content.• Repeat what works.• Rework what doesn’t.

@Cate

How does this fit into our marketing?

@Cate

Get Your team on board.

@Cate

Get Your team on board

=

@Cate

Treat your co-worker like a customer

@Cate

Director of IT

• What does he or she need?• What are his or her deep dark

secrets?

By 2017, CMOs will spend more on IT than CIOs.

- Gartner, 2012

@Cate

Stop thinking in one dimension.

How can I help my company’s bottom line without alienating my audience?

@Cate

Questions?

Cate Conroy@Cate

@Cate

Sources

• https://litmus.com/blog/mobile-opens-hit-51-percent-android-claims-number-3-spot

• http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515