The document discusses segmentation, buyer personas, content marketing strategy, and content planning. It provides information on developing buyer personas including defining important attributes and creating example personas. It also discusses segmenting buyers based on demographics, psychographics, and behaviors. The document outlines developing a content marketing strategy and content plan, defining goals and creating a timeline and budget.
Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
According to Garner 40% of Fortune 1000 will adopt Gamification in their corporate training. Quota knew that 8 years ago, and that is why Quota is the global leader of Gamification in sales training. A lot has happened in 2012 and now we start 2013 with the strongest line of Gamified sales training service. please download and enjoy
Basics of entrepreneurial marketing - what makes it different from traditional marketing? What are the most important challenges entrepreneurs face in marketing their products and services? From a webinar for Evisors.
Made as a college presentation, this slide show helps you get the basis of understanding your customer. Targeted for students as well as those looking to brush up on their basic principles of marketing
Creating customer personas: a comprehensive guide for businessesReversed Out Creative
Transform your marketing strategy with our definitive guide to crafting customer personas. From identifying key demographics to mapping out their journey, we'll show you how to create personas that drive results. Dive in and elevate your marketing game!
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
According to Garner 40% of Fortune 1000 will adopt Gamification in their corporate training. Quota knew that 8 years ago, and that is why Quota is the global leader of Gamification in sales training. A lot has happened in 2012 and now we start 2013 with the strongest line of Gamified sales training service. please download and enjoy
Basics of entrepreneurial marketing - what makes it different from traditional marketing? What are the most important challenges entrepreneurs face in marketing their products and services? From a webinar for Evisors.
Made as a college presentation, this slide show helps you get the basis of understanding your customer. Targeted for students as well as those looking to brush up on their basic principles of marketing
Creating customer personas: a comprehensive guide for businessesReversed Out Creative
Transform your marketing strategy with our definitive guide to crafting customer personas. From identifying key demographics to mapping out their journey, we'll show you how to create personas that drive results. Dive in and elevate your marketing game!
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
During which you will be familiarized with the fundamentals you need to know as a successful electronic marketer prior to starting the execution of electronic advertising campaigns.
Instructor:
Main Topics:
What a digital marketer should know before starting?
What Is Digital Marketing?
What Is Traditional Marketing?
Digital Marketing Vs Traditional Marketing
Markets / Audiences
Audience, Segment & Persona!
Customers Types
Challenges we face with customers
Marketing Funnel
The selling techniques
Leads /Potential Customers
Stages through which customs pass
E-Commerce
User Experience
Information required for the digital marketer
AB Testing
Digital Marketing Channels
Important terms for each digital marketer
Some of the tools which are necessary for digital marketing
Requirements for Tools Integration
Digital Marketing Stages
Digital Marketing Strategy
Digital Marketing Process
Performance Tracking & Analytics
Optimization Process
Optimization Goals
Anas Ali, CDM
Business & Marketing Program Co-founder @ OmniPlanDigital Marketing Manager @ Allympiapass for 6 countries
6 years experience in digital marketing
Co-founder of:
cavvu.com
arabinno.com
life-drop.com
kadohat.com
LinkedIn: https://linkedin.com/in/anasismail/
How to Create an Effective Sales Funnel for Your Business: A Step-by-Step GuideSOFTTECHHUB
This guide provides a comprehensive, step-by-step approach to creating an effective sales funnel for your business. It starts by emphasizing the importance of deeply understanding your target audience through detailed market research and buyer persona development. The guide then covers key strategies for creating brand awareness, engaging leads, and converting them into loyal customers. It delves into tactics for aligning your solutions with customer needs, optimizing each stage of the sales funnel, and continuously gathering and acting on customer feedback. By following the principles outlined in this book, business owners can build a sales funnel that effectively attracts, nurtures, and converts their ideal customers, driving sustainable growth for their company.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
How To Understand Your Audience Better | The Entrepreneur ReviewTheEntrepreneurRevie
Whether you're a business owner, content creator, teacher, or simply someone who wants to connect with others, the ability to understand your audience is a valuable skill and requires some strategies.
Tips and tools you need to help define or redefine the needs of your customers. I share the importance of market research and how to conduct a market analysis. I also discuss how you can apply what you’ve learned to strengthen your marketing plan.
From the very start of development, your business model should be at the centre of your attention, because everything – product design, team composition, PR and marketing – ties in and is determined by the business model you choose. Step by step presentation of the Business Model Canvas. Introducing a tool to digital developers build their business model.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
methods of doing international business international tourism notes 3.pdfPankaj Chandel
Methods of Doing International Business
• Every market has its own set of rules. If you’re thinking about opening your business up to new
markets, define your international marketing strategy by following these steps.
• The tourism industry is continuously changing: it grows, evolves, faces new challenges to tackle,
and presents new market trends that see marketers having to update to technological changes that
transform the way they can reach their target customers. Not only that, every market and
audience has unique traits that make it even more imperative to think locally while crafting
adapted international marketing strategies.
• The bet on one-of-a-kind experiences that a traveler will never be able to repeat is the underlying
trend. Still, we can’t stop focusing on new ways of selling that respond to new online
consumption habits and have transformed the way users decide between one destination or
another.
• As we noted in our tourism trends report, an extensive analysis McKinsey and Google study of
the European travel industry found that 87% of all travel bookings included the Internet at some
point in the customer journey. Travelers are increasingly preferring to plan their vacations online
instead of visiting traditional travel agencies.
• With the help of technology, brands have a tremendous opportunity to impact their target
audience throughout the decision-making process by showing them exactly what they have to
offer, using the right message, at the right time.
• 360º Marketing in the travel industry
• In this context, with the number of touchpoints multiplying and a purchasing process that does
not follow a linear pattern, we need to consider communicating about a brand from a
comprehensive perspective. That’s where 360° Marketing comes in. It’s an approach to
marketing that brings together all tactics under coherent, unified messaging across all touchpoints
a consumer has with a brand. Therefore, it’s all about having a 360° view over all the resources
we have available and that all the separate actions work together.
• The idea is to craft a complete experience for users and connect them to every stage of the
traveler’s journey. It starts from when they’re searching for inspiration for their next adventure,
beginning to plan it, reserving hotels and excursions, living it in real life, and ending when they’re
sharing it afterward with their friends and loved ones.
Similar to Day 1 buyer personas content marketing (20)
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Coca Cola Branding Strategy and strategic marketing plan
Day 1 buyer personas content marketing
1.
2. Segmentation
Buyer personas
◦ Definition & Importance
◦ How to develop personas
◦ Example
◦ Buyer journey
Content marketing strategy
Content plan
◦ Definition & importance
◦ How to
◦ Example
3. Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral
4.
5.
6.
7. Buyers are divided into different groups on
the basis of psychological/personality traits,
lifestyle, or values.
People within the same demographic group
can exhibit very different psychographic
profiles.
8. Different levels of resources
enhance or constrain a person’s
expression of his or her primary
motivation
9. The four groups with higher resources are:
1. Innovators—Successful, sophisticated, active, “take-
charge” people with high self-esteem. Purchases often
reflect cultivated tastes for relatively upscale, niche-
oriented products and services.
2. Thinkers—Mature, satisfied, and reflective people
motivated by ideals and who value order, knowledge, and
responsibility. They seek durability, functionality, and
value in products.
3. Achievers—Successful, goal-oriented people who focus
on career and family. They favor premium products that
demonstrate success to their peers.
4. Experiencers—Young, enthusiastic, impulsive people
who seek variety and excitement. They spend a
comparatively high proportion of income on fashion,
entertainment, and socializing
10. The four groups with lower resources are:
1. Believers—Conservative, conventional, and
traditional people with concrete beliefs. They prefer
familiar, U.S.-made products and are loyal to
established brands.
2. Strivers—Trendy and fun-loving people who are
resource-constrained. They favor stylish products
that emulate the purchases of those with greater
material wealth.
3. Makers—Practical, down-to-earth, self-sufficient
people who like to work with their hands.They seek
U.S.-made products with a practical or functional
purpose.
4. Survivors—Elderly, passive people concerned about
change and loyal to their favorite brands.
11. Marketers divide buyers into groups on the
basis of their knowledge of, attitude toward,
use of, or response to a product.
12. Target Market
Unaware Aware
TriedNot Tried
Rejected
Favorable
Opinion
Neutral
Negative
Opinion
Repeated
Not Yet
Repeated
SwitcherLoyal to Brand
Light User Regular User Heavy user
Behavioral
Segmentation
Breakdown
13.
14. Buyer personas are fictional, generalized
representations of your ideal customers
15. They help you understand your customers
better and tailor content to the specific
needs, behaviors, and concerns of different
types of personas.
16. The strongest buyer personas are based on
market research and insights from your
actual customer base .
Done through surveys, interviews and so on.
17. Contacts database to uncover trends about
how certain leads or customers find and
consume your content.
Forms to use on your platforms, use form
fields that capture important persona
information.
◦ For example
ask each lead for information about company size on
your forms.
18. Sales team's feedback on the leads they're
interacting with most.
◦ What generalizations can they make about the
different types of customers you serve best?
Interview customers and prospects.
27. Content marketing
is a marketing technique of creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action
28. It is the opposite of advertising
It is not a tactic
It has to be a mind-set.
29. Why are companies using CM?
Increasing brand awareness
Lead generation
Converting leads into customers
Building the image as the industry leader
Customer engagement
Customer retention
Website traffic
Sales
30. Extra benefits of using CM
More inbound approach
Customer engagement and innovation
Search Engine Optimization
Development of knowledge culture
Better use of company resources
31. 1. Blog
2. Branch guide /
folder
3. Social media
4. Case study
5. Webinar
6. Online transmission
7. Video publication
8. Sponsored article
9. Newsletter
10. Online presentation
11. Mobile application
12. Infographic
13. E-Book
14. Whitepaper
15. In-person event
32.
33. You will present the data concerning the
different tools to your colleges
5 min each tool
30 min preparation
Score of 100 evaluation
34. 7 steps
1. Analyze Your Company’s business
2. Typical customer
3. Goals
4. Content marketing mix
5. Timetable
6. Team
7. Budget
35. What is your company’s product/service?
The vision of products in mind and decisions
how this strategy will support different
products or different product lines
If there are more products but concentrated
on one area, e.g. climbing equipment (shoes,
ropes, helmets, trousers etc.)
36. What is your Unique Selling Proposition?
USP is something that distinguishes your
product/service from others in the same
sector.
It helps to build the foundations of the
advertising message.
Your proposition has to attract new
customers as well as potential customers
37. How do your clients use your company
product/service?
E.g. “video production service”
Our clients are using our video services to
prepare videos in different formats to be used
online.
Those videos usually are used in
communications and marketing campaigns
and inform final clients about their products,
38. What do your clients need to know about your
product’s proper use?
E.g. “video production service”
Our clients need to know: How to use video
for online marketing.
This topic includes subtopics such as: how to
promote online video, how to measure
conversion rates from video, good practices
of online video use, how to choose the topic
for efficient video marketing
39. What is the main benefit of your product for
the customer?
E.g. “video production service”
Our customer needs to know why he should
buy your product instead of your
competitor’s product.
You should then explain it in a simple way,
using strong arguments, that your product is
better than others
40. How do your client’s business needs relate to
your product or service?
With our CM activities we will support our
clients with knowledge that will allow them to
successfully use our product.
At the same time we are promoting ourselves
as experts in the area.
Probably the best choice for our client.
41. The most important questions able to be
answered refer to how your clients are:
◦ searching for information,
◦ communicating,
◦ gathering information,
◦ and buying products.
42. This allow you to choose the most
appropriate formats, language, culture and
connections between formats to be used in
your CM strategy.
43. The typical client of your company
E.g. “video production service”
Our typical client is a marketer, located in
Warsaw and the Mazowia region in Poland,
extensively using digital media and social
media (LinkedIn, Facebook, Twitter)
but preferring to discuss details in the face-
to-face meetings.
44. How does your client search for information
about your product?
E.g. “video production service”
Our clients usually are searching for
information regarding video marketing and
video production online.
They read national and international reports,
websites, magazines, participate in trainings
and conferences, to gather knowledge and
get inspired.
45. What can be an emotional, rational and
functional motivators to buy/ consume your
product?
46. How is your client buying your
products/services?
E.g. “video production service”
Our clients are looking for subcontractors if
they have already planned video marketing
activities.
They ask for a portfolio of previously
prepared videos and pricing for their planned
project.
After gathering a number of offers, they
choose the best one.
47. What is your market?
E.g. “video production service”
We can produce videos for clients in every
part of the country but our preferred market
is our city and region.
In this area our costs are lower and available
technology better.
In our region we are more competitive and
the provisions are higher.
48. Typically marketers choose 8 standard CM
goals. Those goals are:
1. Brand awareness
2. Thought Leadership
3. Customer Acquisition
4. Website traffic
5. Engagement
6. Customer Retention/Loyalty
7. Lead Generation/Management/Nurturing
8. Sales
49. What are the three most important goals for
your CM?
E.g. “video production service”
Our CM goals are
1. Customer Acquisition.
2. Lead Generation/Management/Nurturing.
3. Sales.
50.
51. Here is how you can prepare your own
schedule, step by step.
Step 1. Facts – collect the information that is
crucial for your client.
Deadlines:
◦ Campaign launch
◦ Campaign deadline
◦ Indicators between
52. Step 2. Formats – collect the information
about formats you selected and quantities.
Format types
Quantity
53. Step 3. The Creators
Collect the information on human resources,
which you use for your project – both internal
and external.
Internal people assigned according to their
skills
External people, when it is reasonable
Possibilities and limitations of time
54. Step 4. Wages and salaries
Estimate what will be the cost of
implementing the format.
◦ Deployment of workers – how many working hours
they need?
◦ Fees for externals experts – how much it will cost?
55. Step 5. Marketing
Describe what marketing activities you perform
to promote your content.
Specify the costs that will be associated with this.
Remember about indirect costs, such as
developing a YouTube channel or running social
media
Select outbound media You will use for
promotion
Select social media You will use for promotion
56. Step 6. Time plan
Sketch a simple table that shows in what
order formats should be developed and what
are the relationships between them
Take into account the size and complexity of
that work
Remember also about the time for unforeseen
delays.
Describe all activities on time, like in Gantt
chart
Add connection between activities
57.
58. The following may be included in it:
Employees of the company, e.g. product
managers
Cooperating people (freelancers), e.g. graphic
designer
People and companies from outside, such as
specialized marketing agencies that will
provide specialists in the relevant field, e.g.
copy wrighters, bloggers, ghostwriters, media
planners
59. costs can be divided into 4 categories:
Cost of in-house personnel engaged in the CM;
Cost of outbound media purchase: email
marketing, display marketing, retargeting;
Cost of subcontracting (video, white paper
preparation, IT support, SEO, webinar presenters,
articles, mobile application, infographic, ebook
preparation, events: cost of conference
room/coffee/lunch/visualization/transmission;
Cost of office space.
60. Below are some indicators to be used when
measuring CM goal accomplishments.
Brand awareness can be measured by:
◦ online and offline research measuring brand
awareness,
◦ press monitoring services,
◦ SocialMention.com.
61. Thought Leadership can be measured by the
number of:
link backs to your pages,
subscribers to your pages,
appearances on blog rolls,
publications in magazines,
presentations on conferences.
62. Customer Acquisition can be measured by:
new contacts in emailing lists,
newsletter subscribers,
new clients by CRM.
63. Website traffic can be measured by:
clicks,
unique users,
time spent on the website,
repeated visits,
RSS feeds,
comments left by website visitors,
track backs.
64. Engagement can be measured by:
time spent on the website,
participation of clients in company events,
feedback from clients
65. Customer Retention/Loyalty can be measured
by:
% of returning,
authority rank of linkers,
time spent on the website,
repeated visits
66. Lead Generation/Management/Nurturing can be
measured by:
number of leads,
quality of leads,
sales accepted leads,
sales rejected leads – need nurturing,
sales rejected leads – dead,
lead velocity,
leads-to-close conversion ratio,
cost per lead,
cost per sale
67. Sales can be measured by:
monthly income,
monthly income by products,
weekly income,
number of transactions,
number of transactions from leads.
68.
69.
70. To be successful at inbound marketing,
companies need to invest in content
The amount of content being produced by
marketers increased by 69% of B2C and 70%
of B2B.
71. 1. Complete a SWOT analysis on your content
marketing efforts and develop a plan to
improve them.
2. Define the right objectives and KPIs for that
plan
3. Brainstorm content ideas and find the gap
in what you and/or your competitor's are
not covering
4. Create a timeline for your content plans
72.
73. Strengths Weaknesses
Company image is reflected
on current social media
Videos
Photos of the environment
and food
Easy access to menus, prices
and promotions
Low consumer engagement
Little activity on their social
media pages
No active conversations
Low amount of followers
Neglecting some of the other
big social medias
opportunity threats
Partnering with the
University
of Washington.
Cross-promotion by
partnering with other
companies.
Other popular social media
websites
Other similar businesses in
the market - competition.
Little recognition.
Only two locations.
Message misinterpretation.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86. Concept with mind
Contents are
◦ Deeply researched, useful and meaningful
◦ It solves problem in a profound way
How to hit the goal
By extremely shallow educational pieces missed
87.
88. Concept with the news
Contents related to
◦ Something current newsworthy or trending
How to hit the goal
Do not reiterate the news ,find a way to connect the
news to the client’s industry
89.
90. Concept with personal identity
Contents directly connect with
◦ Part of intimate world OR identity
How to hit the goal
Give the reader a way to see themselves in the
content,
Let the reader identify with the content
91.
92. Concept with real life
Contents tells
◦ Real personal story
◦ Shares a case study
▪ How to hit the goal
• Make sure there is a moral real life example
• Stories matter if they share an insight or
massage
93.
94. Concept with many more concepts
Contents is
◦ A collection of other popular content
▪ How to hit the goal
• Make a complete and/or unique collection
• Do not curate small lists that have been repeatedly
done.
95.
96. Concept with unrelated concept
Contents is
◦ Spins an old ide and offer a new way of looking at it
▪ How to hit the goal
• Do not reiterate old ideas.
• Find a surprising , unique or interesting way to
show ideas
97. This step focuses on identifying any possible
gaps in your current content marketing efforts.
98.
99. The content marketing matrix is used to map
relevant content in two ways to help identify
the suitability of content to:
1. Support the purchase process across the
buyer journey.
2. Achieve audience engagement using
different types of psychological engagement
from emotional to rational.
100.
101. Create a realistic timeline for your content
plan.
This timeline is used for your internal team.
109. For each group need 5 different content to
fulfill the following
◦ Cover the RACE model
◦ Address at least 4 types of content
◦ Include clear CTA
◦ The design main idea to be detailed "designed is
better”