Creating Content that Makes the Most of Your MarTech
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Inbound marketing? Content marketing? What's all this hullabaloo? This presentation will help you navigate the stages of the customer journey, create audience personas, and generate ideas for marketing content that will attract, engage, convert, and delight customers. This free workshop was given on March 13, 2017 to the AZ MarTech group by Mike Jones and Kayla Izard of Resound, a brand agency in Tempe, Arizona. For more info about Resound: http://resoundcreative.com
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Creating Content that Makes the Most of Your MarTech
- 1. Presentation Template May 27th, 2016 Content that Makes the Most of Your MarTech
- 2. Mike Jones | @remarkamike Managing Partner & Brand Strategist Bass player and avid coffee home-roaster
- 3. Kayla Izard | @KaylaIzard Marketing Specialist Theater geek and lover of cheesy pasta in all its forms.
- 4. Agenda Inbound Marketing Audience Personas Good Content 1 2 3
- 5. So, what’s all this content hullabaloo?
- 6. This is what bad marketing feels like to consumers.
- 7. “Either write something worth reading or do something worth writing about.” – Benjamin Franklin
- 9. It’s Cost Effective The content lasts longer & increases your ‘Google juice’. It’s Respectful Don’t interrupt. Rude. It Gets You Better Leads Leads can qualify themselves/it does sales for you. 1 2 3 Why Inbound?
- 10. Basic Inbound Strategy Attract Engage Convert Delight
- 11. Let’s Think of This Like Dating Your customers are human. Nobody wants to be treated like a data set.
- 12. Let’s Think of This Like Dating If you do things in marketing you wouldn’t do dating.... You’re creepy. Don’t.
- 13. Flirt ● Social Media ● Blog Posts ● Relevant Ads
- 14. Get Digits ● Gated Content ● Newsletter Sign-ups ● Landing Pages & Calls-to-Action
- 15. Ask Them Out ● ‘Checkout’ ● Sales Promotions / Emails ● Proposals ● (Don’t forget CRM)
- 16. Keep Investing ● Social Media ● Loyalty Program ● Email Campaigns
- 17. What else? Flirt Digits Ask Invest Social Media Blog Posts Relevant Ads Gated Content Newsletters Landing Pages Calls-to-Action ‘Checkout’ Promotions Emails Proposals CRM Social Media Loyalty Email Campaigns
- 18. Make Sure You Don’t... Come on Too Strong
- 19. Make Sure You Don’t Miss Your Opportunity
- 20. What about paid advertising?
- 21. Ads are like gasoline for your fire.
- 22. Thing is… you’d better have something substantial to keep burning.
- 24. A fictional customer based on a true story.
- 25. Why Do We Do This? Trying to talk to your customers as one giant group of all the consumers in the world is never a good strategy. Don’t make gross generalizations, like, “Well, you’re a women so you must love nail polish.” It won’t go well.
- 26. Your Ideal Mate Age? Gender? Hair Color? Race?
- 27. Your Ideal Mate Age? Gender? Hair Color? Race?
- 28. Focus on Important Stuff Values & Beliefs Interests Attitudes Activities Family Status Pain Points Competition
- 30. Ok, so what makes good content?
- 31. You know it when you see it (or when you don’t).
- 32. You know it when you see it (or when you don’t).
- 33. You know it when you see it (or when you don’t).
- 34. You know it when you see it (or when you don’t).
- 35. Good Content is Four Things
- 36. 1. Targeted to a Specific Audience
- 37. 2. Crafted for a Specific Phase Awareness Consideration Decision
- 38. 3. Evergreen or Relevant
- 39. 4. Branded ● Consistent look/language ● Values ● Personality traits
- 41. Let’s get cracking. (More handout time, yay!)
- 42. Questions? Thanks for having us!
- 43. RESOUNDCREATIVE.COM Twitter: @resound Instagram: @resoundcreative Email: gimme@resoundcreative.com
Editor's Notes
- Mike We’re Resound Recap last 2 meetups - marketing technology Setting up your plumbing Goals, KPIs Why are we talking about content?
- Mike
- Kayla - what I do for Resound - content
- Mike
- Kayla
- Kayla - to the quote - talk about value to the customer
- Kayla
- [MIKE] How many of you have heard of Inbound Marketing? What do you think it is? Where did it come from? (HUBSPOT - but really the principles go much further back.) Talk about inbound marketing….ask them if they’ve heard of it before...what they think it is...where did it come from (Hubspot), why are we choosing that framework (next slide)
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- Kayla sets up the dating scenario Mike relates that back to particular marketing activities. Talk through each activity listed here.
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- [KAYLA] What does this look like in the marketing world?
- Kayla - Ask them what this might look like in the marketing world?
- Advertising
- Mike
- [MIKE] What’s an example of wood? Kindling? Logs??
- [KAYLA]
- What does this content look like? A blog post that’s generalized. You’ll provide more value for the one person Self-iterative process, getting to know your persona, also knowing who to look for.
- A lot of people stop here (demographics). If you say I’m looking for a female in Chandler, it kinda makes you shallow. Picture this: if I say I’m looking for a tall blond that lives in Los Angeles, are you imaging a person? Ok, open your eyes (next slide).
- So see? You didn’t get specific enough. She fits what I described...what were you thinking? :) You have to go deeper.
- Go deeper than demographics...go to psychographics. Self-iterative process, getting to know your persona, also knowing who to look for. Also, keep in mind that your psychographics matter more than demographics, your demographics might be off.
- [MIKE] - 5 minutes - 5 minutes recapping
- [KAYLA]
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- This is where we’ll help them come up with three blog post titles (the hand out will have 10 - 15 for them to do on their own)
- 10 minutes