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How can a content live up to customers' expectations?

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Content Marketing Presentation Slide | Noriaki Tanaka What should be the content? The process for creating content and case study are here.

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Content Marketing Jan 30th 2017 Noriaki Tanaka How Can Content Marketing Live Up to Customers’ Expectations? - Road to Successful Content -
Welcome to “Content” Marketing
START NEXT Welcome to “Content” Marketing MAP
1. Personas Defined Name ● Who is he/she? ● His/Her job title? ● What kind of company/industry ? ● What might her typical workday look like? Abstract → Specific
2. Personas’ Needs Her preference? Purchase Behavior? Motivation? A/B Testing Sentiment Analysis One-On-One Interview
3. Personas’ Journey TASK TASK TASK WALK START GOALPROCESS/TIME
3. Personas’ Journey Find the nearest Store Go to the Store Choose A Coffee Pay for the Coffee LATTE Coffeeshopwebsite.com Mobile app Point-of-sales display Coffee Shop
4. Create “Contents”: Case Study
4. Create “Contents”: Case Study ● Have an interest in private pool ● Can’t imagine how much ● Don’t wanna select dishonest company ● Have no idea with the type ● Swimming Pool Planning ● Swimming Pool Construction ● Swimming Pool Maintenance ● Swimming Pool Fixing etc PersonaCompany
4. Create “Contents”: Case Study
Enlighten prospective customers: How to Budget
Source: Content Marketing Institute - http://contentmarketinginstitute.com/what-is-content-marketing/?utm_source=searchpa ge&utm_medium=website&utm_campaign=searchlandingpage - http://contentmarketinginstitute.com/2017/01/architect-content-strategy/ - http://contentmarketinginstitute.com/2015/04/content-marketing-personas/ - http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/ HubSpot - https://www.hubspot.com/customers/river-pools-and-spas - https://blog.hubspot.com/blog/tabid/6307/bid/17713/10-Blogging-Tactics-That-Increase d-One-Business-Traffic-by-300.aspx#sm.0001jc47wu18ykd93rn581g6t60g9 Case Study: River Pool and Spas - https://www.hubspot.com/customers/river-pools-and-spas
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How can a content live up to customers' expectations?

  • 1. Content Marketing Jan 30th 2017 Noriaki Tanaka How Can Content Marketing Live Up to Customers’ Expectations? - Road to Successful Content -
  • 4. 1. Personas Defined Name ● Who is he/she? ● His/Her job title? ● What kind of company/industry ? ● What might her typical workday look like? Abstract → Specific
  • 5. 2. Personas’ Needs Her preference? Purchase Behavior? Motivation? A/B Testing Sentiment Analysis One-On-One Interview
  • 6. 3. Personas’ Journey TASK TASK TASK WALK START GOALPROCESS/TIME
  • 7. 3. Personas’ Journey Find the nearest Store Go to the Store Choose A Coffee Pay for the Coffee LATTE Coffeeshopwebsite.com Mobile app Point-of-sales display Coffee Shop
  • 9. 4. Create “Contents”: Case Study ● Have an interest in private pool ● Can’t imagine how much ● Don’t wanna select dishonest company ● Have no idea with the type ● Swimming Pool Planning ● Swimming Pool Construction ● Swimming Pool Maintenance ● Swimming Pool Fixing etc PersonaCompany
  • 12. Source: Content Marketing Institute - http://contentmarketinginstitute.com/what-is-content-marketing/?utm_source=searchpa ge&utm_medium=website&utm_campaign=searchlandingpage - http://contentmarketinginstitute.com/2017/01/architect-content-strategy/ - http://contentmarketinginstitute.com/2015/04/content-marketing-personas/ - http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/ HubSpot - https://www.hubspot.com/customers/river-pools-and-spas - https://blog.hubspot.com/blog/tabid/6307/bid/17713/10-Blogging-Tactics-That-Increase d-One-Business-Traffic-by-300.aspx#sm.0001jc47wu18ykd93rn581g6t60g9 Case Study: River Pool and Spas - https://www.hubspot.com/customers/river-pools-and-spas
  • 13. ? ? ? ? ? ? ? ? ? ? ? ?? ? ?