CONTENT MARKETING MASTER CLASS

DIGITAL MARKETINGMASTER CLASS

Youtility: How We Look At DigitalPersonas: The Heart of DigitalDigital Marketing Mix (POEM)

2Overview

YOUTILITY

Why Smart Marketing is About Help not Hype

The difference between helping and selling is just 2 letters

@jaybaer

YOUTILITY

Youtility is marketing so useful, people would pay for it

@jaybaer

friend of mine awareness@jaybaer#InfusionconYoutilityBook.com

Be a farmer, not just a hunter

@jaybaerYoutility is Required

You are competing for attention against everything

Friend of mine awareness is replacing top of mind awareness

If you create Youtility, your customers will keep you close

Do you have the courage to create Youtility?

3 types of Youtility

1. Self-Serve Information

Google

By year-end 2015, mobile will represent 70% of total US searches.

If you make a bad decision now, youre just lazy

In 2012, 72% of Internet users looked online for health information.

Pew Internet, 2012

@jaybaer

@jaybaer

Average new customer reads 105 pages

Relationships are created with data and information, not just people

If you teach better, you sell more

2. Radical Transparency

Trust is the prism through which all business success must pass

3. Real-Time Relevancy

@jaybaer

Jay Baer (JB) - http://coolmaterial.com/tech/helly-hansen-first-tracks-app-wakes-you-for-snow/

Give yourself permission to make the story bigger

Marketing Sideways transcends the transaction

How to create Youtility

What Do They Need?

We are surrounded by data, but starved for insights

How Can You Address That Need?

Atomize your Youtility

Market Your Marketing

Youtility is a Process Not a Project

Inspiration doesnt respond to meeting requests

Ask yourself every day

Is your marketing so useful, people would pay for it?

PERSONAS: THE HEART OF DIGITAL

CONTENT OR MARKETING?

User Experience?63

User Experience?64

User Experience?65

User Experience?66

User Experience?67

User Experience?68

Now, Thats Better...69

Yes, Thats Good.70

You must understand someones needs in order to help them solve their problems.

71

Personas are the core of great digital marketing.

72

73

B2B customers contact a sales rep only after 70% of the purchase decision has been made.

Sirius Decisions, 2012

You are competing for attention against everything

Be useful first

@jaybaer

E-Books78

Your PPT Files79

Infographics80

Tweets81

82

83

SegmentsPersonas

Athlete

Career Mom

First Time

Hispanic

Home owners

Au Pairs

Babysitter

Hospitals

Day Care Providers

Grand parents

SchoolsCPG/Baby Products

Personas vs. Segmentation

Great content is based on the person, not the demographic.

84

BUILDING PERSONAS

Personas help you solve the disconnect between what you know and what you assume.

86

87

Start with what you know.

88

Analytics can tell you a lot of great information.Site behaviorContent preferencesOSBrowserLocation (maybe)Site loyalty (maybe)Source (maybe, maybe not)89

90

Thats my dog.

I know that he eats dry food and chews on fuzzy toys, and he drinks water.

I still dont know anything about his persona.

Analyzing data in aggregate is a crime.

- Avinash Kaushik Google91

Ask lots of questions.Daily routines?Personal outlook?Why do they buy you?Product expectations?Influence sphere?Motivators?Call To Action?92

Make it relevant.Project goal?How do you make money?What are your brand goals?What actions will push people in the right direction?What makes you uniquely positioned to solve these problems?93

Get some detail.DemographicsPsychographicsMarket preferencesNeeds assessmentBusiness value94

Get some help.Internal ResourcesCustomer service dataUsability surveysNPS segmentation 95

Get some free help.External Resources (free!)QuantcastGoogle Ad PlannerPew Internet LifeeMarketerNielsen Prizm (segmentation)96

Know what people care about.

97

Start the Brainstorm

98

One person and task per page, along with the goal.

Person and goal, activity, action or problem.

CMO needs to understand how PR contributes to her ROI.

Busy brand manager needs to present his big campaign ideas.

Day-to-day community manager needs to energize her brands Twitter followers.

PR manager needs to cast a wide net with his social and media relations.

Start the Brainstorm

99

Visitor Flow

100

New visitors who come to site from a deep link (not via home page) are more likely to enter subscription process

Of new visitors, many come through the home page and go deeper to explore the site; few navigate from home page to subscriptions page

Write it all down.

101

Example Persona

102

Content Impact: This consumer is all about access to information at POP and online. They want easy, fast and reliable sources of info that meet their needs. Values opinions of people like them (UGC and WOM)

Careful shoppers, they seek both value and quality and expect convenience from all brands in their lifeProud to have a healthy, active and vibrant petThis consumer is an active family leader; may have children in sports with a busy career and a lot of balls to juggleThey do their best when it comes to selecting the best food and products for their pet; they seek advice but aren't sure where to turn and have little time for researchRelies on tried and true experts; more welcoming of perceived expertise. Not looking to pet food companies first, may view BRAND as a resourceBrand Mix: Trader Joes, REI, Sony, GM

BE PERSONA SAVVY

104

Tasks Michael would like to accomplish:Content to answer their need: I would like to make my stereo surround sound.http://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLI would like to stream my computer to my TV.http://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLI need to troubleshoot my players Internet connection.http://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLI want to download games to my player.http://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURLI need to watch TV while I am traveling.http://www.contentsample.com/exampleURLhttp://www.contentsample.com/exampleURL

Map your content

105

Map your content

Be smart about search discovery.

106

107

Score it

Just be sure that you solved the problem.

108

YOUR MARKETING MIX

3 ELEMENTS

THE POEM MODEL

Sponsored contentAdsFan acquisitionVideo pre-roll

PAID

Social media engagementPR (media relations)InfluencersEndorsements (non-paid)Ratings & reviewsEARNED

Your websiteYour emailYour actual thingsPrinted materialOWNED

Where is it best to focus your digital dollars?

#

My vote: owned

#

70%Create Content

38%Say Its

Yet Only

#

ONE MODEL

Content is fire, social media is gasoline

Useful articles are forwarded 30% more often than average.

Contagious, 2013

Key PrincipleUnderstand the questions that customers must answer before buying, and answer those questions for every persona proactively, with content

#

The key principle for self-serve information is to understand the questions that customers must answer before buying, and answer those questions for every persona proactively, with content.

#

Is your marketing so useful, people would pay for it?

DIGITAL MARKETINGMASTER CLASS