Carla Johnson
Principal, 

Type A Communications 

Jason Stewart
Vice President, Demand Generation
Annuitas Group
!

Pawan...
Pawan Deshpande
Founder, CEO

Curata
560 / Day	

!
3,000 / Day	

!
13,000 / Day	

!
In 2014 it’s the relationship that matters.
We have to not only GRAB attention from
the audiences that matter. We have to ...
1,800,000 Views	

6 Years Human Time	


16 Years Human Time	

Every Hour...	


185,000,000 Views	

1,200 Years Human Time	...
The Network Effect
Avg. <7,000 Views
New Audiences For Blog
1st Cisco content aired on
TV – For Free
Direct engagement wit...
1,800,000 Views	


But Only 1 Counted
CUSTOMER:

Contractors	

Educators	

Local
Governments	

Architects

AUDIENCE:
Contractors	

Educators	

Local
Governments...
Welcome To Wimpy Tech
!
!

Technology company.....	

!

The Windows Integrated
Management Program
(The WIMP)	

!

?? Audie...
Let’s Get To The Personal UVP

!
!

Meet Jeremy	

!

•	
  Mid	
  30’s	
  –	
  Coffee	
  lover	
  	
  
•	
  Works	
  at	
  a...
Let’s Get To The Personal (Audience) UVP
!
!

Meet Cheryl	

!

•	
  CFO	
  for	
  the	
  bank	
  -­‐	
  actually	
  signs	...
!
!

Who Else?	


Let’s Get To The Personal UVP

!

•	
  Who	
  else	
  might	
  be	
  an	
  influencer	
  /	
  audience	
 ...
Go Get The Real Story

!
!

Put your reporter hat on...	

!

•	
  WHO	
  is	
  the	
  persona	
  ...	
  emoQonally	
  

ad...
One innovative example…!
• 
• 
• 
• 
• 
• 

Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*
Visited*30*Customers*in*1...
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
Content Marketing Master Class - San Francisco: Acts 2 and 3
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Content Marketing Master Class - San Francisco: Acts 2 and 3

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We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.

Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.

So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?

The answer is content marketing.

More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.

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Content Marketing Master Class - San Francisco: Acts 2 and 3

  1. 1. Carla Johnson Principal, 
 Type A Communications 
 Jason Stewart Vice President, Demand Generation Annuitas Group ! Pawan Deshpande Founder, CEO
 Curata !
  2. 2. Pawan Deshpande Founder, CEO
 Curata
  3. 3. 560 / Day !
  4. 4. 3,000 / Day !
  5. 5. 13,000 / Day !
  6. 6. In 2014 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them. !
  7. 7. 1,800,000 Views 6 Years Human Time 16 Years Human Time Every Hour... 185,000,000 Views 1,200 Years Human Time How will we ever get that many....
  8. 8. The Network Effect Avg. <7,000 Views New Audiences For Blog 1st Cisco content aired on TV – For Free Direct engagement with specific customers AT&T New York Times, Verizon
  9. 9. 1,800,000 Views But Only 1 Counted
  10. 10. CUSTOMER: Contractors Educators Local Governments Architects AUDIENCE: Contractors Educators Local Governments Architects Consultants Firefighters Constituents A Different Story: The SOURCE for all authoritative fire, electrical and building safety. ! Use disruptive trends in their industry to pull the “competition” influencer into their community and user their biggest threat as their biggest strength - and maintain and build their brand strength.
  11. 11. Welcome To Wimpy Tech ! ! Technology company..... ! The Windows Integrated Management Program (The WIMP) ! ?? Audience Personas
  12. 12. Let’s Get To The Personal UVP ! ! Meet Jeremy ! •  Mid  30’s  –  Coffee  lover     •  Works  at  a  bank     •  Responds  to  email;  phone  not  so  much.   •  Frustrated  because  his  company  is  growing  too  fast  to   keep  up  with  support
 •  Young,  family  man
 •  Sales  USP:  Enable  Jeremy  to  be  25%  more  effecQve!  
 •  Personal  (Audience)  UVP:  Give  me  more  Qme  to  be  me!!
  13. 13. Let’s Get To The Personal (Audience) UVP ! ! Meet Cheryl ! •  CFO  for  the  bank  -­‐  actually  signs  the   check  for  Wimply  Tech     •Sales  USP:    Save  hundreds  of   thousands  of  dollars   •  Personal  UVP:  Make  me  a  CFO   Rockstar  in  my  industry
  14. 14. ! ! Who Else? Let’s Get To The Personal UVP ! •  Who  else  might  be  an  influencer  /  audience   persona?   •  While  you  think...  Maybe  some  other   examples...   ! The Keys To Audience Personas
 •  Detail  -­‐  make  them  real  people   •  Understand  their  moQvaQon   •  What  is  VALUE  for  them   •  What  EMOTIONAL  CONNECTION  can  we  make   with  them?

  15. 15. Go Get The Real Story ! ! Put your reporter hat on... ! •  WHO  is  the  persona  ...  emoQonally   adached   •  WHAT  does  he/she  do?    
 What  does  her  day  look  like?   •  WHERE  is  the  gap  in  his  needs/wants?     Even  beyond  our  product  or  service?   •  WHEN  do  they  need  to  close  this  gap?   •  WHY  does  he  care  about  US  -­‐  Not  our   product!   !
  16. 16. One innovative example…! •  •  •  •  •  •  Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour* Visited*30*Customers*in*10*ci?es*over*12*Weeks** NOT*About*Product*–*About*Connec?on* Discoveries*Galore…*Photos*Galore…*Stories*Galore…* They*didn’t*care*about*75%*the*stuff*we*were*talking*about.* Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*

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