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The end goal of content marketing is to drive conversions, right? Well, we can create a fantastic piece of content, but it's the reader who ultimately decides if it's valuable to them and their …

The end goal of content marketing is to drive conversions, right? Well, we can create a fantastic piece of content, but it's the reader who ultimately decides if it's valuable to them and their organization. In order to generate conversions and resonate with more of your target market, you need to create content that will appeal to different types of learners, personality types and, basically, people.

In the presentation I gave at Mixwest 2014, I talked about the connection between the type of content, how the content was written or created, different personality types and different types of learners. I provided marketers with tips and recommendations for how they can create a variety of content that will resonate with more of their desired target market.

This presentation will help you learn more about creating content for different types of learner and personalities.

For the full Content Planning Guide, download it here: http://bit.ly/2014cmg.

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Transcript

  • 1. #contentclass  
  • 2. Disclaimer I’m not a psychologist by trade. ….but I kind of wish I was.
  • 3. Content Marketing 93% use it. 33% find it effective. 93% of B2B marketers use content marketing, but only 33% find it effective. #contentclass Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
  • 4. Newsletters Social Blogs Email Bylines Events Case Studies Videos Whitepapers Presentations eBooks Podcasts
  • 5. B2B marketers use an average of 13 content marketing tactics. Via @cmicontent #contentclass Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
  • 6. Your content won’t convert if it isn’t tailored for different learners and personality types. #contentclass
  • 7. Source: LearningRx Types of Learners 65% of people are visual learners, and visual content has the most engagement. #contentclass
  • 8. Source: LearningRx Visual •  Social •  Videos •  Webinars •  Infographics •  eBooks/ whitepapers •  Virtual conferences •  Blogs/articles with imagery Auditory •  Events •  In-person events •  Videos •  Webinars •  Podcasts •  Virtual conferences •  One-on-one demos or conversations Kinesthetic •  How to articles/ blogs •  Training presentations/ webinars •  Videos •  Instructional whitepapers/ eBooks •  Infographic guides •  Virtual training sessions
  • 9. Written Word 79% of best-in-class marketers rate blogs as the most effective marketing tactic. #contentclass Use colorful language Include imagery Be creative with formatting Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
  • 10. Your Secret Weapon Your secret weapon for content creation is repurposing old content into new types or from new angles. #contentclass
  • 11. Source: www.discprofile.com
  • 12. Source: www.discprofile.com Infographic:  bit.ly/infosa   •  Specific  stats  for  team   improvement  (D)   •  The  top  objec?ves  for  sales   managers  (I)   •  What  you  need  to  see  the  full   picture  at  any  ?me  (S)   •  Stats  on  individual  team   produc?vity  (C)  
  • 13. Content Tip #1 Produce a variety of content and repurpose content to appeal to different types of learners and personalities. #contentclass
  • 14. Content Tip #2 Write for people, not SEO. A great content piece or story is more likely to be shared, as well as resonate with readers. #contentclass
  • 15. Content Tip #3 Reiterate the same statement or conclusion in different ways to appeal to different personalities. #contentclass
  • 16. Lots of Content Frequent & Consistent Variety Inbound Marketing Success = Leads The success of inbound marketing relies on producing a lot of content & a variety on a frequent & consistent basis. #contentclass
  • 17. Questions? Want to learn more? Download the “Content Planning Guide” here: http://bit.ly/2014cmg
  • 18. SOURCES 1.  Content Marketing Institute, 2014 B2B Content Marketing Research Report 2.  www.discprofile.com 3.  LearningRx