EDUCATINGAUDIENCES
WITH T-R-U-S-T-E-D Content
MKT 5585
Dr. Jim Barry
January, 2015
Slide 2
Benevolence
Expertise
Shared Values
Open & Transparent
Communications
Trust
Basic Relationship PrinciplesCustomer ...
Slide 3
TRUSTED CONTENT
Slide 4
TRUSTED CONTENT
Slide 5
TIMELY CONTENT
• Exploit urgent situations
• Time content with audience peak activity
• Serve real-time (right tim...
Slide 6
TIMELY CONTENT – EXPLOIT URGENCIES
Slide 7
TIMELY CONTENT – EVALUATE PEAK ACTIVITY
Slide 8
RELEVANT CONTENT
Slide 9
Personas & Value Proposition Landing Pages
Creating Relevant Content
• Ads
• Conversations
• Blog posts
• Rich con...
Slide 10
Why Personas
• Content marketing and communications strategies
for inbound marketing
Slide 11
Why Personas
Slide 12
Why Personas
• Content marketing and communications
strategies for inbound marketing
• Online content (ad) storyt...
Slide 13
Why Personas
• Content marketing and communications strategies for
inbound marketing
• Online ad campaign storyli...
Slide 14
Why Personas
• Content marketing and communications
strategies for inbound marketing
• Online ad campaign storyli...
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The 10 E's of Inbound Marketing

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Over of Inbound Marketing. Highlights the process of Educating Targets, Emotionalizing Content, Exposing Content, Escorting Prospects, Enlisting Subscribers, Engaging Communities, Encouraging Influencers, Empowering Advocates, Enabling Real-time Experiences and Examining Results

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The 10 E's of Inbound Marketing

  1. 1. EDUCATINGAUDIENCES WITH T-R-U-S-T-E-D Content MKT 5585 Dr. Jim Barry January, 2015
  2. 2. Slide 2 Benevolence Expertise Shared Values Open & Transparent Communications Trust Basic Relationship PrinciplesCustomer Orientation Social Bonds Nurturing Sales Leads through Content Marketing Reputation
  3. 3. Slide 3 TRUSTED CONTENT
  4. 4. Slide 4 TRUSTED CONTENT
  5. 5. Slide 5 TIMELY CONTENT • Exploit urgent situations • Time content with audience peak activity • Serve real-time (right time) content for mobile context
  6. 6. Slide 6 TIMELY CONTENT – EXPLOIT URGENCIES
  7. 7. Slide 7 TIMELY CONTENT – EVALUATE PEAK ACTIVITY
  8. 8. Slide 8 RELEVANT CONTENT
  9. 9. Slide 9 Personas & Value Proposition Landing Pages Creating Relevant Content • Ads • Conversations • Blog posts • Rich content
  10. 10. Slide 10 Why Personas • Content marketing and communications strategies for inbound marketing
  11. 11. Slide 11 Why Personas
  12. 12. Slide 12 Why Personas • Content marketing and communications strategies for inbound marketing • Online content (ad) storytelling and criteria for selecting ad placements
  13. 13. Slide 13 Why Personas • Content marketing and communications strategies for inbound marketing • Online ad campaign storylines and criteria for selecting ad placements • Social networking strategies
  14. 14. Slide 14 Why Personas • Content marketing and communications strategies for inbound marketing • Online ad campaign storylines and criteria for selecting ad placements • Social networking strategies • Customer oriented needs assessments
  15. 15. Slide 15 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: POSTURING Persona 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 MetroMales RedCarpets Featured Attractions Fatherofthe Bride Sommeliers PodiumPleasers SavilleRows PoloClubbers MonteCarlo BlackTies ProudPatrons Primetimes Trump's Apprentices 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
  16. 16. Slide 16 PERSONA PAIN POINTS IDENTIFIED FOR RESIDENTIAL REALTOR BLOGGERS
  17. 17. Slide 17 Why Personas • Content marketing and communications strategies for inbound marketing • Online ad campaign storylines and criteria for selecting ad placements • Social networking strategies • Customer oriented needs assessments • Website landing pages from needs assessments and psychographic profiles
  18. 18. Slide 18 Personas for Needs Assessment Persona #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
  19. 19. Slide 19 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
  20. 20. Slide 20 Landing Page Development from Situational Triggers (The Case of Real Estate)
  21. 21. Slide 21 Landing Page Development from Situational Triggers (The Case of Real Estate)
  22. 22. Slide 22 Landing Page Development from Situational Triggers (The Case of Real Estate)
  23. 23. Slide 23 • 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 Dentistry Spending Motivation: Attracting the Best
  24. 24. Slide 24 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 Objectives Whiteners Healthy Gums Lasting Restorations Formed to Features Advantage More Anti-Aging Permanent More Authentic Competition for Wallet Hair Makeovers Jewelry Automobile Body Toning Wardrobe Benefits Youthfulness Sexiness Wants Confidence in Attractiveness Invite a Kiss Needs New Relationships Intimacy Value Propositions for Storylines Strategy to Encounter “Ready Customers” Interest-Based “Hang-Outs” Beauty Care Relationships Key Influencers Dating Sites Singles Clubs & Activities Fitness Centers Social Networks Beauty Professionals Situational Triggers Entering Dating Sites After Relational Status Change Aging Awareness (skin, hair, weight, ailments) Passions Rekindling Romance Tagline: Sexy Smile to Invite Intimacy
  25. 25. Slide 25 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 Objectives Realistic Prosthetics Total Dental Refurbishment Tarnished Wear Removal Advantage Safer Real Self Powerful Anti-ager Evidence of Wealth Competition for Wallet Cosmetic Surgery Jewelry VIP Entitlements Extreme Makeovers Benefits Age Disguise Sexiness Wants Capture the Glance of Younger Makes Immortality Needs Turn Back the Clock Companionship Value Propositions for Storylines Strategy to Encounter “Ready Customers” Interest-Based “Hang-Outs” Luxury Goods Celebrity & Entertainment Cosmetology Face & Body Care Beauty Products Key Influencers Hollywood Celebrities Personal Trainers Cosmetic Surgeons Spas Situational Triggers Youthful Augmentations Wrinkle Removals Passions Active Adult Lifestyles Tagline: Youthful Smile to Age Gracefully
  26. 26. Slide 26 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 Objectives Pearly Whites Uniformly Shaped Teeth Repaired Cracks & Chips Advantage Dramatic Changes in Smile Attraction Natural Looking Restorations Competition for Wallet Beard Art Fashionable Wardrobes Skin Care Body Toning Benefits Perfect Looks Distinctive Grooming Wants Peer & Self-Admiration Bragging Rights Needs Become Talk of the Town Strut Their Stuff Improve Their Brand Appeal Value Propositions for Storylines Strategy to Encounter “Ready Customers” 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
  27. 27. Slide 27 Message Objectives Luxurious Restorations Healthy Looking Mouth Sparkle Advantage Wealth Promoted through New Teeth Aura of Sophistication through Confident Smiles Competition for Wallet Jewelry Fashionable Wardrobes Luxury Cars Cosmetic Surgery Benefits Beaming Image Youthful Appearance Showcased Wealth Wants Mingle In Classy Circles Close Up Cocktail Confidence Needs Proudly Join the Crème de la Crème Avoid Society Improprieties or Embarrassment Value Propositions for Storylines Strategy to Encounter “Ready Customers” Interest-Based “Hang-Outs” Antiques & Collectibles Beauty Products Fashion & Style Fine Dining Luxury Goods Key Influencers Cosmetologists Local Society Circles Gossip Columns Situational Triggers New 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
  28. 28. Slide 28 RELEVANT CONTENT
  29. 29. Slide 29 USEFUL CONTENT
  30. 30. Slide 30 USEFUL CONTENT INSTRUCTIONAL AIDS INDUSTRY INSIGHTS DECISION AIDS Useful and Educational Content
  31. 31. Slide 31 PODCASTS
  32. 32. Slide 32 PODCASTS
  33. 33. Slide 33 EXPLAINER VIDEOS
  34. 34. Slide 34 VIRTUAL SEMINARS
  35. 35. Slide 35 CUSTOMER SUCCESS STORIES
  36. 36. Slide 36 BLOGS HOW-TO’s INDUSTRY NEWS RESOURCES CHECKLIST RATINGS INFLUENCER Q&A INDUSTRY STATISTICS INDUSTRY PREDICTIONS ROUNDUP CURATION TRADE SHOW REPORTS TOP 10 LISTS Popular Blog Post Archetypes
  37. 37. Slide 37 EBOOKS
  38. 38. Slide 38 EBOOKS
  39. 39. Slide 39 EBOOKS TACTICAL PLAYBOOKS BEST PRACTICES HOW-TO TIPS PROCEDURAL LISTS EXPERT INTERVIEW COMMENTARY COMPILED CASE STUDIES eBook Applications
  40. 40. Slide 40 SLIDE WARE
  41. 41. Slide 41 USEFUL CONTENT
  42. 42. Slide 42 USEFUL CONTENT – THE LANDSCAPE
  43. 43. Slide 43 SITUATIONAL CONTENT
  44. 44. Slide 44 Personas & Value Proposition Landing Pages 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
  45. 45. Slide 45 Encountering Target Audience - Triggers
  46. 46. Slide 46 Encountering Ready Audience- Triggers
  47. 47. Slide 47 Personas & Value Proposition Landing Pages Steering Target to Value Propositions • Create landing pages for persona • Translate need into value proposition • Optimizing page for search • Creating page to house blogs
  48. 48. Slide 48 Encountering Ready Audience – Passion/Influencer
  49. 49. Slide 49 Encountering Ready Audience – Passion/Influencer
  50. 50. Slide 50 EXPLOIT TRIGGERS FOR SITUATIONAL CONTENT Performance – 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
  51. 51. Slide 51 TRANSPARENT CONTENT
  52. 52. Slide 52 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?
  53. 53. Slide 53 ENGAGING CONTENT
  54. 54. Slide 54 Getting Audience Involvement If TALK-WORTHY
  55. 55. Slide 55 Getting Audience Involvement
  56. 56. Slide 56 Make the Content Entertaining
  57. 57. Slide 57 DELIVERABLE CONTENT
  58. 58. Slide 58 Deliverable Content
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