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Lesson 3: Creating a
Content Strategy
Lesson 2

Getting to Know Your Audience
Lesson Objectives
Create a Buyer Persona
Learn How to Stay Adaptive Throughout the Buyer Journey
Practice Context Marketin...
Create a Buyer Persona
“A buyer persona is a representation of
your ideal customer which provides a detailed
description of a typical buyer or ta...
Learn How to Stay Adaptive
Throughout the Buyer Journey
Broad Range of People

Potential conversion
requires nurturing

Engaged in buying
process
Needs customer
service to gain t...
Context Marketing
“Context Marketing is about delivering the right
message, to the right person, via the right medium,
and at the right time...
A DYNAMIC CTA
HAS A 42% HIGHER
VIEWER-TO-SUBMISSION RATE

Source: Hubspot
Identify the Type of Content
Your Audience will Find Valuable
Format
Tone
Topics
Format
Tone
Topics
Solve your audience’s problems and
answer their burning questions.
Get Your Audience to
Like and Trust You!
Get Noticed!
Easily Shareable

Creative
Valuable
FREE
Stay Visible
Display Tweets
and Likes
BE NICE!

Be Authentic
Be Helpful

Share Stories
BE TRUSTWORTHY!
Tell the truth

Never plagiarize
Apologize if you make
mistakes
Pay attention

Proofread
Be yourself
Ask f...
Let’s Review:

Creating a buyer persona will help you produce more targeted content
A buyer’s needs and wants change depen...
CONGRATS!

Lesson 2: Getting to Know Your Audience completed!
Want to learn more?

Other
Resources

Questions?
Comments?
Next Steps
Lesson 3: Creating a Content Strategy
Content College - Course A - Lesson 2 by Uberflip
Content College - Course A - Lesson 2 by Uberflip
Content College - Course A - Lesson 2 by Uberflip
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Content College - Course A - Lesson 2 by Uberflip

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Transcript of "Content College - Course A - Lesson 2 by Uberflip"

  1. 1. Lesson 3: Creating a Content Strategy
  2. 2. Lesson 2 Getting to Know Your Audience
  3. 3. Lesson Objectives Create a Buyer Persona Learn How to Stay Adaptive Throughout the Buyer Journey Practice Context Marketing Identify the Type of Content Your Audience Will Find Valuable Get Your Audience to Like and Trust You!
  4. 4. Create a Buyer Persona
  5. 5. “A buyer persona is a representation of your ideal customer which provides a detailed description of a typical buyer or target audience.” - Content Marketing Institute
  6. 6. Learn How to Stay Adaptive Throughout the Buyer Journey
  7. 7. Broad Range of People Potential conversion requires nurturing Engaged in buying process Needs customer service to gain trust Brand evangelist Source: Tony Zambito
  8. 8. Context Marketing
  9. 9. “Context Marketing is about delivering the right message, to the right person, via the right medium, and at the right time.” Source: Seusitenainternet.com
  10. 10. A DYNAMIC CTA HAS A 42% HIGHER VIEWER-TO-SUBMISSION RATE Source: Hubspot
  11. 11. Identify the Type of Content Your Audience will Find Valuable Format Tone Topics
  12. 12. Format Tone Topics
  13. 13. Solve your audience’s problems and answer their burning questions.
  14. 14. Get Your Audience to Like and Trust You!
  15. 15. Get Noticed! Easily Shareable Creative Valuable FREE
  16. 16. Stay Visible Display Tweets and Likes BE NICE! Be Authentic Be Helpful Share Stories
  17. 17. BE TRUSTWORTHY! Tell the truth Never plagiarize Apologize if you make mistakes Pay attention Proofread Be yourself Ask for help Do your best! *http://www.uberflip.com/blog/social-media-tips-to-remember
  18. 18. Let’s Review: Creating a buyer persona will help you produce more targeted content A buyer’s needs and wants change depending on where they are in the Buying Cycle™ Content is most effective when it’s placed in the right context for an individual Make friends on the Content Marketing playground by playing nice
  19. 19. CONGRATS! Lesson 2: Getting to Know Your Audience completed!
  20. 20. Want to learn more? Other Resources Questions? Comments?
  21. 21. Next Steps Lesson 3: Creating a Content Strategy
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