Consume client consciousness for colossal content creation - Content Marketing Show 2014
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Transcript of Consume client consciousness for colossal content creation - Content Marketing Show 2014
Hello - I’m Jon
@Jn_Norris
▪ Editor at Crunch▪ Online accountancy for SMEs
▪ Launch to Top 100 firm in five years
▪ Mission to educate & support business owners
▪ Freelance writer▪ Guardian
▪ Wired
▪ The Next Web
▪ etc.
Consume customer
consciousness for colossal
content creation(and some other stuff)
Content marketing is the what happens
when sales and editorial make love
Each has a distinct aim
Editorial
Attract an audience
Sales
Sell stuff
Each has distinct tools
Editorial
Personas
▪ Who are our
audience?
▪ What are they
interested in?
Sales
Buying cycles
▪ Where are people
in our sales funnel?
▪ When are people
likely to buy?
These tools can - and should - inform
one another
What we did
Know your audience better and you can
engage them, and sell to them, more
effectively
Step 1 - Know your audience
▪ Asked our client-facing staff
▪ Interrogated support tickets & chat logs
▪ Looked at site search queries & popular
pages
▪ Crawled forums
and lastly…
▪ We asked them
Step 1 - Know your audience
Decided on four stages
▪ Stage 1 - Full-time employed, wanting more
▪ Stage 2 - Moonlighting
▪ Stage 3 - Beginner business owner
▪ Stage 4 - Successful entrepreneur, thinking
about growing
Step 1 - Know your audience
Some of the output from the workshops -
Step 2 - Audit your content
▪ Get everything into a spreadsheet
▪ Tally your content against each issue
▪ Identify strong / weak areas
Step 2 - Audit your content
Hooray! Bugger
Step 3 - Lets get creating!
But wait!
There’s loads of information in here
Learn from the data...
This is a
persona
▪ Want to keep their
freelancing a secret
▪ Struggling with time
management
▪ Works evenings &
weekends
▪ Very little tax knowledge
Learn from the data...
Want to keep their
freelancing a secret
Don’t send emails to
work addresses!
Struggling with time
management
Work evenings &
weekends
Very little tax
knowledge
Give them something
digestible (e.g. podcast)
Send stuff on Saturday!
Make sure everything is
beginner-level
Editorial
Sales ?
Learn from the data...
This is a buying cycle
Learn from the data...
People tend to buy from here onwards
Depending on what content they show interest in, we can
infer the best time to sell.
CTAs in practice
Just want
information.
Offer:
▪ Newsletter
▪ Freebies
▪ YouTube
subscription
Almost ready to
buy.
▪ Start
introducing
product
Potential customer!
Offer:
▪ Free demo
▪ Free
consultation
▪ Live chat
▪ Invitation to
events
▪ etc.
Should really
be a customer
by now
▪ Address
common
objections
Be smarter with email campaigns
Stage
1
Stage 2 Stage 3 Stage 4
Creating this way means
sales and editorial have an
equal presence in your
content strategy
Thank you!
@Jn_Norris
www.crunch.co.uk