Educating Audiences with T-R-U-S-T-E-D Content

EDUCATING AUDIENCES WITH T-R-U-S-T-E-D Content

MKT 5585

Dr. Jim Barry

January, 2015

Benevolence

Expertise

Shared Values

Open & Transparent

Communications

Trust

Basic Relationship PrinciplesCustomer Orientation

Social Bonds

Nurturing Sales Leads through Content Marketing

Reputation

TRUSTED CONTENT

TIMELY CONTENT

• Exploit urgent situations• Time content with audience peak activity• Serve real-time (right time) content for mobile context

TIMELY CONTENT – EXPLOIT URGENCIES

TIMELY CONTENT – EVALUATE PEAK ACTIVITY

RELEVANT CONTENT

Personas & Value Proposition Landing Pages

Creating Relevant Content

• Ads

• Conversations

• Blog posts

• Rich content

Why Personas

• Content marketing and communications strategies

for inbound marketing

Why Personas

Why Personas

• Content marketing and communications

strategies for inbound marketing

• Online content (ad) storytelling and

criteria for selecting ad placements

Why Personas

• Content marketing and communications strategies for

inbound marketing

• Online ad campaign storylines and criteria for

selecting ad placements

• Social networking strategies

Why Personas






• Customer oriented needs assessments

RELEVANT CONTENT

Persona 1: Metro Males• Traits: Narcissistic• Wants: Admiration• Passions: Grooming & Fashion

Persona 2: Red Carpets• Traits: Pampered • Wants: Entitlements• Passions: Global Business

Persona 3: Featured Attractions• Traits: Honored• Wants: Elegance• Passions: Performing Arts

Persona 4: Father of the Bride• Traits: Sentimental• Wants: Unspoiled Daughter Day• Passions: Weddings

Persona 5: Sommeliers• Traits: Accommodating• Wants: Refinement• Passions: Fine Hospitality

Persona 6: Podium Pleasers• Traits: Charismatic• Wants: Inspiring Audiences• Passions: Motivational Speaking

Target Audience 1: PERFECTION Target Audience 2: PLEASING

Persona 10: Proud Patrons• Traits: Proud• Wants: Stature• Passions: High Society Life

Persona 11: Primetimes• Traits: Boastful• Wants: Flamboyance• Passions: Celebrity Mingling

Persona 12: Trump’s Apprentices• Traits: Professional• Wants: Swagger• Passions: Fast Track Leadership

Target Audience 4: POSTURINGPersona 7: Saville Rows• Traits: Classy• Wants: Sophistication• Passions: Luxury Craftsmanship

Persona 8: Polo Clubbers• Traits: Cultured• Wants: Etiquette• Passions: Prestigious Club Events

Persona 9: Monte Carlo Black Ties• Traits: Extravagant• Wants: Upscale Nightlife• Passions: Casinos

Target Audience 3: PROMINENCE

Target Audiences (Spending

Motivation)

Persona

Met

ro M

ales

Red

Car

pets

Fea

ture

d

Attr

actio

ns

Fat

her o

f the

Brid

e

Som

mel

iers

Pod

ium

Ple

aser

s

Sav

ille

Row

s

Pol

o C

lubb

ers

Mon

te C

arlo

Bla

ck T

ies

Pro

ud P

atro

ns

Prim

etim

es

Tru

mp'

s

App

rent

ices

Topic 1: Affirming Society Stature

Topic 2: Networking in Prominent Circles

Topic 3: Boosting Celebrity Status

Topic 4: Flaunting Physical Prowess

Topic 5: Performing for Audiences

Topic 6: Impressing Clients

Topic 7: Attending Gala Events

Topic 8: Celebrating in Style

Topic 9: Closing Deals

Topic 10: Reinforcing Corporate Image

Topic 11: Indulging Fine Taste

PERFECTION PLEASING PROMINENCE POSTURING

NEEDS ORIENTED TOPICS OF INTEREST

PERSONA PAIN POINTS IDENTIFIED FOR

RESIDENTIAL REALTOR BLOGGERS

Why Personas






• Customer oriented needs assessments

• Website landing pages from needs

assessments and psychographic profiles

http://www.healthierquaileggs.com/quail_egg.php?pg=1

Personas for Needs AssessmentPersona #1: Newly Wed Home Starters. They need:

Budget limited mortgage

Family oriented residence

First purchase handholding

Persona #2: Job Transients. They need:

Quick move

Prior home burden relief

Semi-permanent residence

Persona #3: Post-Distress Downscalers. They need:

To reestablish themselves within their means

Minimal emotional loss

Future adaptable living conditions

Personas for Needs Assessment

Persona #4: Twilight Year Downscalers. They need:

Twilight year comforts

Minimal maintenance living

Retirement & family accommodations

Persona #5: Secondary Home Florida Snowbirds. They need:

Vacation home

Off season snowbird rental property

Season renting in tough economies

Persona #6: ROI Maximizers. They need:

Undervalued homes

Future profit potential

Wealth management

Landing Page Development from Situational Triggers(The Case of Real Estate)

• Join the

Crème de la

Crème

• Become

the Talk of

the Town

• Face It or

Erase It

• Rekindle

Romance

Lonely

Hearts

Forever

Vain

Cosmo-

politans

Narcissists

Cosmetic DentistrySpending Motivation: Attracting the Best

Lonely HeartsTrait: Romantic

These middle aged couples seek to invite intimacy often after spousal

death or relationship break-up. Their confidence is affected by years

of wear that make them question their attractiveness. Important to

them is a sexy smile and healthy enough looking mouth to invite a kiss.

Among the candidates for smile restorations and other makeovers are

those conscious of their looks when entering online dating sites.

Message ObjectivesWhiteners Healthy Gums

Lasting Restorations

Formed to Features

AdvantageMore Anti-Aging Permanent More Authentic

Competition for WalletHair Makeovers Jewelry Automobile Body Toning Wardrobe

BenefitsYouthfulness Sexiness

WantsConfidence in Attractiveness Invite a Kiss

NeedsNew Relationships Intimacy

Value Propositions for Storylines Strategy to Encounter “Ready Customers”

Interest-Based “Hang-Outs”Beauty Care Relationships

Key InfluencersDating Sites

Singles Clubs & Activities

Fitness Centers

Social Networks

Beauty Professionals

Situational TriggersEntering Dating Sites After Relational Status Change

Aging Awareness (skin, hair, weight, ailments)

PassionsRekindling Romance

Tagline: Sexy Smile to Invite Intimacy

Forever VainTrait: Seductive

These predominantly affluent individuals fail to accept their

aging process. Seeking to stay attractive for society acceptance

and sexiness, they work hard to disguise aging blemishes with

surgical procedures and exterior cover-ups. Some known as

“cougars” stay on top of the latest in skin, hair and smile

rejuvenation so as to attract considerably younger men.

Message ObjectivesRealistic Prosthetics Total Dental Refurbishment Tarnished Wear Removal

AdvantageSafer Real Self Powerful Anti-ager Evidence of Wealth

Competition for WalletCosmetic Surgery Jewelry VIP Entitlements

Extreme Makeovers

BenefitsAge Disguise Sexiness

WantsCapture the Glance of Younger Makes Immortality

NeedsTurn Back the Clock Companionship


Interest-Based “Hang-Outs”Luxury Goods

Celebrity & Entertainment

CosmetologyFace & Body

CareBeauty

Products

Key InfluencersHollywood Celebrities

Personal Trainers

Cosmetic Surgeons

Spas

Situational TriggersYouthful Augmentations Wrinkle Removals

PassionsActive Adult Lifestyles

Tagline: Youthful Smile to Age Gracefully

NarcissistsTrait: Self-Indulgence

These self-indulgent males are infatuated with themselves. They

spend inordinate amounts of time grooming themselves with facials,

pedicures, manicures and expensive colognes. They delight in sporting

the perfect body and fashion styles so as to affirm their membership

into metro sexual circles. They are more concerned with revealing

their finest than flamboyance. Consequently, changes in appearance

are natural and flawless.

Message ObjectivesPearly Whites Uniformly Shaped Teeth Repaired Cracks & Chips

AdvantageDramatic Changes in Smile Attraction Natural Looking Restorations

Competition for WalletBeard Art

Fashionable Wardrobes

Skin Care Body Toning

BenefitsPerfect Looks Distinctive Grooming

WantsPeer & Self-Admiration Bragging Rights

NeedsBecome Talk of the Town Strut Their Stuff Improve Their Brand Appeal


Interest-Based “Hang-Outs”Celebrity & Entertainment Face & Body Care Fashion & Style

Key Influencers

Hollywood Spas Salons

Situational Triggers

Class Reunions Metro Male Events

Passions

Grooming Fashion

Tagline: Pearly Whites to Reveal Your Finest

Message Objectives

Luxurious Restorations Healthy Looking Mouth Sparkle

AdvantageWealth Promoted through New Teeth Aura of Sophistication through Confident Smiles

Competition for WalletJewelry

Fashionable Wardrobes

Luxury Cars Cosmetic Surgery

BenefitsBeaming Image Youthful Appearance Showcased Wealth

WantsMingle In Classy Circles Close Up Cocktail Confidence

NeedsProudly Join the Crème de la Crème Avoid Society Improprieties or Embarrassment


Interest-Based “Hang-Outs”Antiques & Collectibles

Beauty Products

Fashion & Style

Fine Dining Luxury Goods

Key InfluencersCosmetologists Local Society Circles Gossip Columns

Situational TriggersNew Affluent Society Pressures Awareness of Body Aging

Passions

Who’s Who Etiquette

CosmopolitansTrait: Smug

These women are conscious about their appearance in high society

circles. Feeling pressured to showcase youth, they don themselves with

expensive jewelry, perfumes and wardrobes. Cosmetic changes are well

accepted and seen as initiation into elite social clubs. Important to their

looks is a sparkle and aura of sophistication. Their entire appearance

speaks of wealth and familiarity with proper attire. They epitomize the

characters portrayed in Cosmopolitan Magazine.

Tagline: Luxurious Smile to Join the Elite

RELEVANT CONTENT

USEFUL CONTENT

USEFUL CONTENT

INSTRUCTIONAL AIDS

INDUSTRY INSIGHTS DECISION AIDS

Useful and Educational Content

PODCASTS

http://www.clearprose.com/wp-content/uploads/2014/06/podcast-facts-Pew-Research-Center.png

http://www.clearprose.com/wp-content/uploads/2014/06/podcast-facts-Pew-Research-Center.png

PODCASTS

EXPLAINER VIDEOS

VIRTUAL SEMINARS

CUSTOMER SUCCESS STORIES

BLOGS

HOW-TO’sINDUSTRY

NEWSRESOURCES CHECKLIST RATINGS

INFLUENCER Q&A

INDUSTRY STATISTICS

INDUSTRY PREDICTIONS ROUNDUP CURATION

TRADE SHOW REPORTS TOP 10 LISTS

Popular Blog Post Archetypes

EBOOKS

EBOOKS

TACTICAL PLAYBOOKS

BEST PRACTICES

HOW-TO TIPS

PROCEDURAL LISTS

EXPERT INTERVIEW

COMMENTARY

COMPILED CASE

STUDIES

eBook Applications

SLIDE WARE

USEFUL CONTENT

USEFUL CONTENT – THE LANDSCAPE

SITUATIONAL CONTENT


Prepping Websites for Traffic Reception

• Encountering target audiences through:

• Situational triggers

• Passions

• Influencers

Situational

Triggers

Passions

Influencers

Landing

Page Value

Proposition

e.g., Display Ads

e.g., Blogs

e.g., Social Networks

Encountering Target Audience - Triggers

Encountering Ready Audience- Triggers


Steering Target to Value Propositions

• Create landing pages for persona

• Translate need into value proposition

• Optimizing page for search

• Creating page to house blogs

Encountering Ready Audience – Passion/Influencer

EXPLOIT TRIGGERS

FOR SITUATIONAL CONTENTPerformance – Topic: Camera Ready Looks• Trigger: Bride & Graduate Walk Down the Aisle• Trigger: TV & Stage Performance• Trigger: Online Dating

Close-up Performance – Topic: Image• Trigger: Job Interviewing

• Trigger: Hospitality

• Trigger: Customer Relationships

Society Pressures – Topic: Peer Vanity• Trigger: High Society & Sorority Life Styles

• Trigger: Class Reunions

• Trigger: Metro Male Events

Anti-Aging – Topic: Youthful Looks• Trigger: Lost or Gray Hair

• Trigger: Wrinkle Detection

• Trigger: Body Ailments

TRANSPARENT CONTENT

TRANSPARENT CONTENT

“Talk about things no one wants to discuss.”

― Marcus Sheridan, Founder, The Sales Lion

”“

• What does a fiber glass pool cost?• Who are the best suppliers?• What are some of the shortcomings

in pool life and installation?

ENGAGING CONTENT

Getting Audience Involvement

If TALK-WORTHY

Getting Audience Involvement

Make the Content Entertaining

DELIVERABLE CONTENT

Deliverable Content

Educating Audiences with T-R-U-S-T-E-D Content

Education

Transcript of Educating Audiences with T-R-U-S-T-E-D Content