Transcript of "The A-Z of content marketing - A is for Audience"
A – Z of CONTENT MARKETING A is for Audiencemcm2, Nantwich, Cheshire - www.mcm2.co.uk Confidential mcm2
This is the first in a 26 long series ofpresentations – hopefully it will give you agood breakdown of content marketing.How it works, how to do it, and what thebenefit is for your business.Done well, content marketing can generatehigh quality leads, traffic and business, over anextended period.Done badly, it can be an all consuming wasteof time. Confidential mcm2
A is for Audience.As diverse a bunch of people as youcan imagine.To start with just think about all thepeople who live in the same street asyou.They share the same postcode, butthey like different things, watchdifferent things on TV, read differentbooks.Your audience for content marketingis wider and far more diverse. Confidential mcm2
Your Content Strategy sits here. What they What you need to need to tell know people Business Audience What you What they want to tell want to people hear Confidential mcm2
Your Content Strategy sits here. What they What you need to need to tellYour strategy sits where the know people needs and wants of yourbusiness overlap the needs Business Audience and wants of your What they What you audience. want to tell want to people hear Confidential mcm2
Your Content Strategy sits here. What they If what you are doing is not What you need to firmly based on what your need to tell know business needs and wants people to tell people, then it Business Audience cannot serve any long term What you purpose. Marketing that is What they not based on what the want to tell want to business needs is marketing people hear toss! Confidential mcm2
Your Content Strategy sits here. If what you are doing is not based on what the What they audience wants to hear, then What you the point? what is need to need to to If they don’t need tell hear it, know or want to hear it then people chances are they won’t. Business Audience So the trick is to find that point What you of overlap. Once you What they want to then start have that you cantell want to to grow your message and people hear pull your audience over so that they area of overlap increases in your favour. Confidential mcm2
So, since A is for Audience, lets start withthem, how can we work out what theyneed and want to hear?We go through a simple process;• Who are they?• What are they currently engaging with?• What do they need to hear?• What do they want to know? Confidential mcm2
What do they Who are they? need to hear? What are they What do theycurrently engaged want to know? with? Confidential mcm2
Age band Gender Who are they? Location Education Level Industry SegmentWe know that everyone is different, Etc. Etc. Etc. and some markets are wider than others. But a few minutesdetermining the centre of gravity for your product is worthwhile. You might find that you actually have anumber of centres of gravity – with a number of core audiences, so perhaps you need a number of tactics within your strategy. Confidential mcm2
What are your competitors doing? What news stories are there?What podcasts in your market are there? What blogsites are there? What videos are out there? What is being said on social media? What presentations are out there? What specialist forums are there? Produce a mind map of the information that is currently out there. By subject and medium. Unless the market is completely empty, and no one is engaging What are they with anything there will be currently engaged people currently engaging with content. What is it they are with? reading, watching, listening too? What do you think of it? Confidential mcm2
What do they ask your sales team? What questions are they asking? What do they talk about over lunch? What questions come up with customer services? You need to produce a list of things that people are interested in, that are related to your industry. It doesnot have to be directly related, it can be tangential, but a good place to start is by looking at what they areasking your team. What do they chat What do they about in reception? Over lunch, in want to know? the small talk on the phone? You need somewhere to start, once you get going we can get moresophisticated by asking them directly as part of the strategy. Confidential mcm2
Safety information? Specifications? Good news stories? What do they Industry information and stats? need to hear? Customer service information? Location details? Staff and Stories? You can turn what they need to hear into content that theycan engage with. That way you can link it to information you want them to know, and things that they want to hear.Once they know that they need to know something you can capitalise upon this need. Confidential mcm2
Once you have a view of your audience you can start to formulate your strategy. You can start to look at what you are going to do to engage with them.If you don’t start with your audience then it ishighly likely that your strategy will not address their real needs and so will not work! Confidential mcm2
If you want to find out more about howwe believe content marketing can help, and how it should be done, visit our blog on www.mcm2.co.uk/blog.We would really like to know what you think, so email us on email@example.com We also have a quick test to see how good your content strategy is at - http://www.mcm2.co.uk/test Confidential mcm2
Remember;If you always do what youve alwaysdone you will always get what youve always got. Unless things change.The world of marketing has changed and we need to change with it. Confidential mcm2
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