This document provides an overview of lessons for creating an effective content strategy. It discusses creating buyer personas, staying adaptive throughout the buyer journey, practicing context marketing, identifying valuable content formats and topics, and getting an audience to like and trust a brand. The goals are to understand the audience and their needs at different stages, deliver the right message through the right channels at the right time, and create content that solves problems and builds trust and goodwill with the audience.

3. Lesson 3: Creating a
Content Strategy

4. Lesson 2
Getting to Know Your Audience

5. 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!

6. Create a Buyer Persona

7. “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

9. Learn How to Stay Adaptive
Throughout the Buyer Journey

10. Broad Range of People
Potential conversion
requires nurturing
Engaged in buying
process
Needs customer
service to gain trust
Brand evangelist
Source: Tony Zambito

11. Context Marketing

12. “Context Marketing is about delivering the right
message, to the right person, via the right medium,
and at the right time.”
Source: Seusitenainternet.com

13. A DYNAMIC CTA
HAS A 42% HIGHER
VIEWER-TO-SUBMISSION RATE
Source: Hubspot

14. Identify the Type of Content
Your Audience will Find Valuable
Format
Tone
Topics

15. Format
Tone
Topics

16. Solve your audience’s problems and
answer their burning questions.

17. Get Your Audience to
Like and Trust You!

18. Get Noticed!
Easily Shareable
Creative
Valuable
FREE

19. Stay Visible
Display Tweets
and Likes
BE NICE!
Be Authentic
Be Helpful
Share Stories

20. 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

21. 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

22. CONGRATS!
Lesson 2: Getting to Know Your Audience completed!

23. Want to learn more?
Other
Resources
Questions?
Comments?

24. Next Steps
Lesson 3: Creating a Content Strategy