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Developing audience personas and editorial calendars

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In this webinar, we will go into detail about two key aspects of successful content marketing: …

In this webinar, we will go into detail about two key aspects of successful content marketing:

- Understanding your audience and developing customer personas
- Creating an editorial calendar to plan the topics you will cover, the resources you will need, and the publishing channels you will use

After explaining the topic and its significance, Top Floor's content marketing experts will describe how we develop personas and create editorial calendars. We'll also give you a link to download the templates we use.

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  • 1. + Persona Development & Editorial Calendar Creation February 20, 2014 Twitter: @topfloortech
  • 2. + Presenters: Cal Fidler Content Marketing Specialist Denny Yunk Director of Marketing @Cal_Fidler @dennyyunk Twitter: @topfloortech
  • 3. + Developing Buyer Personas What is a persona? Why are personas important? What should a persona include? How do you create a persona? How many personas do you need? Challenges in creating personas
  • 4. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 5. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 6. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 7. + What is a persona? A model of a particular type of person who will (hopefully) read and interact with your content marketing which will increase their chances of taking some desired action. Twitter: @topfloortech
  • 8. + What is a persona?  A model   Based on behaviors, priorities, and goals Of a particular type of person     Customer Business partner Job seeker Industry expert  Who will (hopefully) read and interact with your content marketing  Which will increase their chances of taking some desired action    Making a purchase Giving you a referral Applying for a job Twitter: @topfloortech
  • 9. + Why are personas important?  They force us to gain a better understanding of specific types of people.  They help us to create compelling, targeted messages that those people will find valuable.  They clearly define our audiences so that everyone involved with content marketing shares a common understanding of the audience(s). Twitter: @topfloortech
  • 10. + Persona ≠ Market Segment Persona: Market segment: Behavior-based  Goals  Influences  Processes  Roles  Responsibilities Profile-based  Age  Gender  Income  Geography  Budget Twitter: @topfloortech
  • 11. + What should a persona include?  Behaviors Not:  Priorities  Demographics  Influences  Responsibilities  Roles  Processes  Opinions  Preferences  Trivia  Fluff Optional:  User story Twitter: @topfloortech
  • 12. + How do you develop a persona? Start with assumptions 1.  Maybe even use actual people as representatives of a persona. Gather input from customer touchpoints 2.  Sales  Customer service  Human resources 3. Develop a set of interview questions 4. Interview the best examples of each persona from among your current customers, partners, and employees. 5. Revise and refine your personas 6. Make them available to all stakeholders 7. Periodically review, update, and add as needed. Twitter: @topfloortech
  • 13. + How many personas should you have?  As many as you need.  As few as you can get away with!  Start  with one or two. Pick the highest priorities (customers/prospects)  Add as needs/opportunities arise.  Consider whether existing personas can be split into multiple, more narrowly-defined personas. Twitter: @topfloortech
  • 14. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Dealers/distributors  Media Twitter: @topfloortech
  • 15. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Salespeople  Media • Technical • Economic • New • Experienced • Those that know they need your product • Those that use a competitor’s product • • • • Entry-level Management Creative Technical • Those that like your product • Those that don’t like your product • Dealers • Distributors Twitter: @topfloortech
  • 16. + Challenges in persona development  Making stuff up (false assumptions)  Getting out of your head and into your customers’ heads  Not specific enough  Too many personas  The wrong personas  Or the right personas in the wrong order  Irrelevant trivia  Over-thinking Twitter: @topfloortech
  • 17. + Persona development resources Twitter: @topfloortech
  • 18. + For further inspiration  Content Marketing Institute’s “Audience”  http://contentmarketinginstitute.com/audience/ blog:  Buyer Persona Institute  http://www.buyerpersona.com/  E-book, “The Buyer Persona Manifesto”  Hubspot  Library of persona templates  Pardot  Persona development case study Twitter: @topfloortech
  • 19. + Creating an Editorial Calendar What is it? Why is it important? How do you do it? Twitter: @topfloortech
  • 20. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 21. + Editorial Calendar Choosing Content Topics Company News Industry Trends Hiring or Staff Changes Search.Twitter.com Anniversaries Buying Cycles Product Releases Seasonal Trends Theme Events Tradeshows Open House Events FAQ’s Answer FAQ as your content topics. National Months Twitter: @topfloortech
  • 22. + Create Editorial Calendar  Step 1: Plan out Topics for Content Major Events Month Industry or Major Topic (trade show, relevant holiday, company news, anniversary, etc.) Planned Campaigns (Sales or Marketing Campaigns) Suggested Campaigns January February March April May June July August September October November December Twitter: @topfloortech
  • 23. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 24. + Creating Editorial Calendar Step 1: Fill In Content Bank EXAMPLE- Topic: National Heart Disease Month Content Bank Blog Post about affects of Heart Disease on Women Photo of women who are survivors of heart diseases Top 10 article on reasons women should check their heart health Infographic on effects of heart disease on Women #Nationalheartmonth #gored • List all content that is relevant to your topic. Twitter: @topfloortech
  • 25. + Creating Editorial Calendar Step 2: Define Your Posts Campaign Date of Type Campaign Blog Post 2/28/2014 Topic Due Date Women who have survived Heart attacks 2/27/14 Campaign Persona Responsible Promotion Targeting None HR Twitter: @topfloortech Women Executives
  • 26. + Creating Editorial Calendar Step 3: Create Posts FACEBOOK TWITTER LINKEDIN Google+ EMAIL NEWSLETTER Photo: Check out Photo: Check out Photo: Check out Photo: Check out these women who these women who these women who these women have survived hearthave survived hearthave survived heart who have Link to the photo in attacks. attacks. #gored attacks. survived heart your email newsletter attacks. Link to that month Link to your Link to your Link to your your website website website website BLOG POST YOUTUBE Pinterest X X Twitter: @topfloortech Photo: Check out these women who have survived heart attacks. Link to your website
  • 27. + Thank you! Twitter: @topfloortech
  • 28. + Our document templates Click the following link to download our document templates from a Dropbox folder: https://www.dropbox.com/sh/foguhk1g9se8mu6/ 2lTpq3hdfk Twitter: @topfloortech
  • 29. + Upcoming events Date Topic Location March 27 Social Media: Engaging your customers and accelerating your marketing BBB Community Room, 10015 W. Greenfield Ave. April Writing web content for customers and search engines TBD May The 9 Ps of a winning brand TBD June Google Analytics: Measuring what matters TBD www.topfloortech.com/seminars Twitter: @topfloortech
  • 30. + Contact Top Floor Technologies www.topfloortech.com 2725 S. Moorland Rd., New Berlin, WI 53151 888.947.4400