connecting buyer personas to content that connects
TRANSCRIPT
Connec&ng Buyer Personas To Content That Connects
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Welcome Webinar A3endees
Type ques&on here
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Follow this webinar on Twi3er
#ContentGap Demand Gen Report: @DG_Report
Content4Demand: @Content4Demand
Dana Harder: @DanaHarder
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About Demand Gen Report
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracEces in lead generaEon
• Newsle3er has grown to more than 26,000 readers
• We also offer a menu of research and best pracEces reports
• New audio/video podcasts at DemandGenReport.com
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Panelists
Dana Harder, VP of Content Strategy, Content4Demand
Kim Zimmermann, Senior Managing Editor, Demand Gen Report
MODERATOR
MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
Connecting Buyer Personas To Content That Connects
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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Why aren’t we flying? Because
getting there is half the fun. You know that.
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More than 40% of B2B marketers are now using buyer personas as
part of their strategy, but only 15% considered their persona
marketers very effective. - ITSMA
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84% of marketers acknowledge the importance of understanding
the buyer’s mindset, yet only 24% have a formal process for gaining a sophisticated understanding of
their customers. -AdAge
60% stated they had no to very little understanding of what the
best practices are for buyer persona development.
-Tony Zambito
57% did their first-ever buyer persona development initiative
within the last two years but only 15% of the respondents relied on in-depth qualitative
buyer interviews. – Tony Zambito
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 11 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
4 Steps To Ensure A Successful Content Journey
MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
• Personas don’t need to be complex • Focus on prospects, not customers • Online surveys vs. phone calls • Third parties can add credibility • Quality over quantity
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Step #1: Collect the right data
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Persona Elements That Can Connect / Inform Content Messaging
• Pain Points • Motivators • Key Initiatives • Validators • Performance Metrics - How are they
measured? • Trusted Resource / Watering Holes
• Evaluation / Comparison • How do my current capabilities in this area
compare to peers in my space or related industries?
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Step #2: Get ‘Sirius’ About Your Buyers
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Step #2: Get ‘Sirius’ About Your Buyers
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Identifying Buyer Paths and Mapping Content Plans
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Step #3 - Let the Persona Inform The Message
Persona/Role Awareness Evaluation Decision
Persona 1
Persona 2
Persona 3
Persona 4
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Step #4: Get The Message In The Content …(Is Wally World Open?)
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Sample #1: Persona Based Content
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Sample #2 Sample #1: Vertical-Focused Content
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Our Offer To You
Free 30 minute Persona Assessment Contact: Dana Harder, VP, Client Strategy [email protected]; 201-257-8528, Ext 216 30% Off C2C VIP Ticket – Use code C2CC4DWeb Register at Content2Conversion.com
#C2C15
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Q & A // Panelists
Dana Harder, VP of Content Strategy, Content4Demand
Kim Zimmermann, Senior Managing Editor, Demand Gen Report
MODERATOR
MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
THANK YOU!
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QUESTIONS?