content college - course a - lesson 2 by uberflip
Post on 13-Sep-2014
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C
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Lesson 3: Creating a Content Strategy
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Lesson 2Getting to Know Your Audience
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Identify the Type of Content Your Audience Will Find Valuable
Lesson Objectives
Create a Buyer Persona
Learn How to Stay Adaptive Throughout the Buyer Journey
Practice Context Marketing
Get Your Audience to Like and Trust You!
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Create a Buyer Persona
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- Content Marketing Institute
“A buyer persona is a representation of your ideal customer which provides a detailed description of a typical buyer or target audience.”
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Learn How to Stay AdaptiveThroughout the Buyer Journey
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Source: Tony Zambito
Broad Range of People
Potential conversionrequires nurturing
Engaged in buyingprocess
Needs customerservice to gain trust
Brand evangelist
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Context Marketing
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“Context Marketing is about delivering the rightmessage, to the right person, via the right medium,
and at the right time.”
Source: Seusitenainternet.com
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A DYNAMIC CTAHAS A 42% HIGHER VIEWER-TO-SUBMISSION RATE
Source: Hubspot
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Format
Tone
Topics
Identify the Type of ContentYour Audience will Find Valuable
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Format
Tone
Topics
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Solve your audience’s problems and answer their burning questions.
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Get Your Audience to Like and Trust You!
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Get Noticed!
Easily ShareableCreativeValuable
FREE
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Stay Visible
Display Tweetsand Likes
BE NICE!
Be Authentic
Be Helpful
Share Stories
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*http://www.uberflip.com/blog/social-media-tips-to-remember
BE TRUSTWORTHY!Tell the truth
Never plagiarizeApologize if you make
mistakesPay attentionProofread
Be yourselfAsk for help
Do your best!
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Let’s Review:
Creating a buyer persona will help you produce more targeted content
A buyer’s needs and wants change depending on where they arein the Buying Cycle™
Content is most effective when it’s placed in the right context for an individual
Make friends on the Content Marketing playground by playing nice
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CONGRATS!
Lesson 2: Getting to Know Your Audience completed!
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Want to learn more?
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Questions?Comments?
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Next StepsLesson 3: Creating a Content Strategy