Diploma-GCD-ContentMarketing-Personas-Week2

Week 2 – Diploma Digital Marketing

Mapping Personas to Channels and Content Marketing

Week 2

• Review and Identify Key Performance Indicators for B2C & B2B campaigns.

• Review how to produce segmented audiences into digital personas and how to target content and channel for each identified persona.

• Review and examine class case studies of use of Objectives, KPIs, and how the extent of content marketing strategies

• Analyse how class case studies of how their content will influence customer behaviours and produce desired outcomes and activations.

• Overview of Developing detailed content editorial plan targeted at personas

• Measurement of content effectiveness

Objectives

Measurement Framework

Personas

Persona Definition• Who they are in terms of demographics etc..• What are there needs in relation to your business• Where do they reside digitally• What channels are you going to leverage• What are there needs?• How engaged are they?• How aware are they of you?• Do they have preconceived ideas about you?• What do they perceive your brand tone, personality, voice to be?• Do you solve problems for them? Utlility?• How can you broaden your communications beyond product• What is the value prop per persona per channel

B2B Buyer Cycle Intelligence

Buyer Cycle Intelligence

• Characteristics of best customers– Who typically buys from you, who are least demading customers,

characteristics of easily and profitable closed sales• Understanding the “Buyer Journey”

– Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)

– How can you identify if a prospect has stalled• Lead Qualification

– What are the specific characteristics of a marketing qualified lead– What MQL (marekting qualified leads) typically convert– What are the characteristics of leads that typcially need to go

through a nurturing programme

Relevant B2B Content

Persona Characteristics

Demographics

Psychographics

Psychographics Cont.

Business Relationship

Emotional Characteristics

Goals/Needs/Attitudes

Exercise

What Personas, Channels and Content Do They Target?

Personas, Channels, Content?• Architects• Baby Food FMCG• Landscape Gardener• Pharma Co making vaccines• University • Solicitors• Camera Retailer• Prominent Sporting Goods Retailer• Photo/Videographer• 4* Hotel based in Dublin, Laois, Galway • Major High Street Builder/Home Improvement Provider• Medical Scanning, MRI Company

Social Media Landscape

What should Your Content do• Content = valuable and useful information NOT just canned

marketing messages• Focus on what a customer needs rather than what you sell

– Address user needs in all published content• Valuable communications is what differentiates you from

competition• Marketers are publishers today – i.e. think like media co’s• Customer relationships don’t end with a payment

– Use content to increase retention rates• Without good content, community is impossible• 90% of corporate websites talk about “How great they are”• Buyers are more in control today than ever – not sales organisations

Advantages

• Creates demand generation and awareness through value add publishing

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management

systems• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than

to paid ones)• Once started, provides an ongoing process and framework

to control and publish valuable information

Types of Content for the Digital Marketer to Consider

Website

TellHer.ie

Worldwide Cycles

MicksGarage

Micks Garage - Blog

Marketing Experiments Blog

Marketo Blog

Social Networks

Social

Customised page

BT Care

HB Icecream

Professional Networks

BlendTec

Photos : Integrate with Blog, Website, etc.

Kogi BBQ

Photos

Instagram Photos

Webinars, Presentations, Whitepapers etc..

Documentation

Integrated Case Studies

BMIBaby

BMI Baby #MySpain Instagram

#MySpain Statigram

5000 Entries Later

HostelWorld.com

YouTube

Hostelworld Facebook

Twitter

OneFrameOfOne

Cmon & Kypski

C-Mon & Kypksi

Editorial Calendar

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

[email protected]

086 6070274

Diploma-GCD-ContentMarketing-Personas-Week2

Business

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