content college - course a - lesson 2 by uberflip
Post on 13-Sep-2014
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Lesson 3: Creating a Content Strategy
Lesson 2Getting to Know Your Audience
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!
Create a Buyer Persona
- 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.”
Learn How to Stay AdaptiveThroughout the Buyer Journey
Source: Tony Zambito
Broad Range of People
Potential conversionrequires nurturing
Engaged in buyingprocess
Needs customerservice to gain trust
Brand evangelist
Context Marketing
“Context Marketing is about delivering the rightmessage, to the right person, via the right medium,
and at the right time.”
Source: Seusitenainternet.com
A DYNAMIC CTAHAS A 42% HIGHER VIEWER-TO-SUBMISSION RATE
Source: Hubspot
Format
Tone
Topics
Identify the Type of ContentYour Audience will Find Valuable
Format
Tone
Topics
Solve your audience’s problems and answer their burning questions.
Get Your Audience to Like and Trust You!
Get Noticed!
Easily ShareableCreativeValuable
FREE
Stay Visible
Display Tweetsand Likes
BE NICE!
Be Authentic
Be Helpful
Share Stories
*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!
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
CONGRATS!
Lesson 2: Getting to Know Your Audience completed!
Want to learn more?
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Questions?Comments?
Next StepsLesson 3: Creating a Content Strategy