Emily Wingrove, Director of Marketing at Synthio, discusses how to create effective content marketing strategies by starting with understanding the audience. She recommends identifying the target audience segments, such as event sponsors and attendees, and analyzing their characteristics using contact, firmographic, and technographic data. The document provides examples of content that addresses common scenarios and problems for each micro segment. It also outlines channels, messaging, and an campaign example that generated over 200 leads and $378,500 in revenue with a 25,000% ROI, demonstrating the importance of aligning content and channels with sales.

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Content that Converts
starts with
AUDIENCE
Emily Wingrove
Director of Marketing, Synthio (formerly Social123)

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Who is Emily Wingrove?
 Atlanta based
 Recently Rebranded Social123  Synthio
 Loves a good Tempranillo

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The Goal.
 For one, LEADS.
 For two, Quality LEADS.
 Making it happen with
content…..UNPAID content, that is.

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 Before you pay a copywriter
 Before you spend time on a well thought out strategy
 Before you pay a designer
 Before you even decide what KIND of content
 Before ANYTHING -
But First…
CONSIDER YOUR AUDIENCE

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 Who is my audience?
 What does our audience care about?
 What have we been saying to them lately?
 How does our audience like being talked to?
 What has triggered our audience in the past?
 The segment
 Titles, Companies, Skills, Affiliations, Past
Behavioral Data, Firmographic Data,
Technographic Data
But First…

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 Event Marketers – too small of a segment (remember: LEADS)
 What about…
 Event sponsors
 Event attendees
The Audience for Us

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The Audience for Us
Contact: Titles and skills that indicate audience
building, groups associated with events, posts and
articles posted by employees or on social that
suggest event sponsoring or attending
Firmographic: Company revenue that supports the
investment of event sponsoring, employee count
over 100, within targeted industries
Technographic: Companies that use CVENT or
Eventbrite as well as marketing automation or
CRM +

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On which channels are we most likely to find our audience?
 Email
 Advertising
 Social
 BDRs
 AEs
The Channels
TOOLS

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 What kind of content is it?
 Use-case
 What does it look like?
 1-page
 Easy-to-digest
 Problem  Solution style
 What does the content say?
 3 event scenarios and how to use data to
optimize each
 Addresses each micro segment and how
they relate to one another
The Content & Messaging

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 Marketing emails
 BDR emails
 BDR Calling Campaign
 AEs shared with BOFU prospects
 Ad Creatives
The Content & Messaging

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The Content & Messaging
“Did you email the reg list for MME?”
“Current attendee count?”
“Event prep”
Subject line samples

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The Content
& Messaging
 Ad spend ~$1,500
 Ad ran for 2 weeks

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 613 Downloads
 204 Leads Generated (33%)
 123 Opps Created (60%)
 21 Closed-Won Opps (17%)
 Total Revenue (to date): $378,500
 ROI: 25,000%
The Results
Mktg Emails
237
BDR Emails
178
Social
35
Ads
163

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 Start with the AUDIENCE – don’t get caught in the weeds of content and
strategy
 Take advantage of untapped segments
 Take advantage of your channels
 One touch/impression is never enough
 Align tightly with sales/biz dev
 Celebrate wins together
 Paid content is great, but unpaid content can still be equally successful
 Be authentic
What I Learned

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