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+

Persona Development &
Editorial Calendar Creation
February 20, 2014
Twitter: @topfloortech
+ Presenters:

Cal Fidler
Content Marketing Specialist

Denny Yunk
Director of Marketing

@Cal_Fidler

@dennyyunk

Twitter...
+ Developing Buyer Personas
What is a persona?
Why are personas important?
What should a persona include?
How do you creat...
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calendar

Understand
your Audience

Select Conte...
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calendar

Understand
your Audience

Select Conte...
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calendar

Understand
your Audience

Select Conte...
+ What is a persona?
A model of a particular type of person
who will (hopefully) read and interact with
your content marke...
+ What is a persona?


A model




Based on behaviors, priorities, and goals

Of a particular type of person





C...
+ Why are personas important?



They force us to gain a better understanding of specific
types of people.



They help ...
+ Persona ≠ Market Segment
Persona:

Market segment:

Behavior-based
 Goals
 Influences
 Processes
 Roles
 Responsibi...
+ What should a persona include?


Behaviors

Not:



Priorities

 Demographics



Influences



Responsibilities


...
+ How do you develop a persona?
Start with assumptions

1.


Maybe even use actual people as representatives of a persona...
+ How many personas should you have?
 As

many as you need.

 As

few as you can get away with!

 Start


with one or ...
+ What kinds of personas should I develop?


Buyers



Users



Prospects



Job seekers



Industry influencers



...
+ What kinds of personas should I develop?


Buyers



Users



Prospects



Job seekers



Industry influencers



...
+ Challenges in persona development
 Making

stuff up (false assumptions)

 Getting

out of your head and into your cust...
+ Persona development resources

Twitter: @topfloortech
+ For further inspiration
 Content Marketing Institute’s “Audience”
 http://contentmarketinginstitute.com/audience/

blo...
+ Creating an Editorial Calendar
What is it?
Why is it important?
How do you do it?

Twitter: @topfloortech
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calendar

Understand
your Audience

Select Conte...
+ Editorial Calendar

Choosing Content Topics

Company News

Industry Trends

Hiring or Staff Changes

Search.Twitter.com
...
+ Create Editorial Calendar


Step 1: Plan out Topics for Content
Major Events

Month

Industry or Major Topic

(trade sh...
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calendar

Understand
your Audience

Select Conte...
+ Creating Editorial Calendar

Step 1: Fill In Content Bank
EXAMPLE- Topic: National Heart Disease Month
Content Bank

Blo...
+

Creating Editorial Calendar
Step 2: Define Your Posts

Campaign
Date of
Type
Campaign
Blog Post

2/28/2014

Topic

Due ...
+ Creating Editorial Calendar
Step 3: Create Posts

FACEBOOK

TWITTER

LINKEDIN

Google+

EMAIL NEWSLETTER

Photo: Check o...
+ Thank you!

Twitter: @topfloortech
+ Our document templates

Click the following link to download our
document templates from a Dropbox folder:
https://www.d...
+ Upcoming events
Date

Topic

Location

March 27

Social Media: Engaging your
customers and accelerating
your marketing

...
+ Contact

Top Floor Technologies
www.topfloortech.com
2725 S. Moorland Rd., New Berlin, WI 53151
888.947.4400
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Developing audience personas and editorial calendars

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In this webinar, we will go into detail about two key aspects of successful content marketing:

- Understanding your audience and developing customer personas
- Creating an editorial calendar to plan the topics you will cover, the resources you will need, and the publishing channels you will use

After explaining the topic and its significance, Top Floor's content marketing experts will describe how we develop personas and create editorial calendars. We'll also give you a link to download the templates we use.

Published in: Marketing
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Developing audience personas and editorial calendars

  1. 1. + Persona Development & Editorial Calendar Creation February 20, 2014 Twitter: @topfloortech
  2. 2. + Presenters: Cal Fidler Content Marketing Specialist Denny Yunk Director of Marketing @Cal_Fidler @dennyyunk Twitter: @topfloortech
  3. 3. + Developing Buyer Personas What is a persona? Why are personas important? What should a persona include? How do you create a persona? How many personas do you need? Challenges in creating personas
  4. 4. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  5. 5. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  6. 6. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  7. 7. + What is a persona? A model of a particular type of person who will (hopefully) read and interact with your content marketing which will increase their chances of taking some desired action. Twitter: @topfloortech
  8. 8. + What is a persona?  A model   Based on behaviors, priorities, and goals Of a particular type of person     Customer Business partner Job seeker Industry expert  Who will (hopefully) read and interact with your content marketing  Which will increase their chances of taking some desired action    Making a purchase Giving you a referral Applying for a job Twitter: @topfloortech
  9. 9. + Why are personas important?  They force us to gain a better understanding of specific types of people.  They help us to create compelling, targeted messages that those people will find valuable.  They clearly define our audiences so that everyone involved with content marketing shares a common understanding of the audience(s). Twitter: @topfloortech
  10. 10. + Persona ≠ Market Segment Persona: Market segment: Behavior-based  Goals  Influences  Processes  Roles  Responsibilities Profile-based  Age  Gender  Income  Geography  Budget Twitter: @topfloortech
  11. 11. + What should a persona include?  Behaviors Not:  Priorities  Demographics  Influences  Responsibilities  Roles  Processes  Opinions  Preferences  Trivia  Fluff Optional:  User story Twitter: @topfloortech
  12. 12. + How do you develop a persona? Start with assumptions 1.  Maybe even use actual people as representatives of a persona. Gather input from customer touchpoints 2.  Sales  Customer service  Human resources 3. Develop a set of interview questions 4. Interview the best examples of each persona from among your current customers, partners, and employees. 5. Revise and refine your personas 6. Make them available to all stakeholders 7. Periodically review, update, and add as needed. Twitter: @topfloortech
  13. 13. + How many personas should you have?  As many as you need.  As few as you can get away with!  Start  with one or two. Pick the highest priorities (customers/prospects)  Add as needs/opportunities arise.  Consider whether existing personas can be split into multiple, more narrowly-defined personas. Twitter: @topfloortech
  14. 14. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Dealers/distributors  Media Twitter: @topfloortech
  15. 15. + What kinds of personas should I develop?  Buyers  Users  Prospects  Job seekers  Industry influencers  Fans  Service technicians  Salespeople  Media • Technical • Economic • New • Experienced • Those that know they need your product • Those that use a competitor’s product • • • • Entry-level Management Creative Technical • Those that like your product • Those that don’t like your product • Dealers • Distributors Twitter: @topfloortech
  16. 16. + Challenges in persona development  Making stuff up (false assumptions)  Getting out of your head and into your customers’ heads  Not specific enough  Too many personas  The wrong personas  Or the right personas in the wrong order  Irrelevant trivia  Over-thinking Twitter: @topfloortech
  17. 17. + Persona development resources Twitter: @topfloortech
  18. 18. + For further inspiration  Content Marketing Institute’s “Audience”  http://contentmarketinginstitute.com/audience/ blog:  Buyer Persona Institute  http://www.buyerpersona.com/  E-book, “The Buyer Persona Manifesto”  Hubspot  Library of persona templates  Pardot  Persona development case study Twitter: @topfloortech
  19. 19. + Creating an Editorial Calendar What is it? Why is it important? How do you do it? Twitter: @topfloortech
  20. 20. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  21. 21. + Editorial Calendar Choosing Content Topics Company News Industry Trends Hiring or Staff Changes Search.Twitter.com Anniversaries Buying Cycles Product Releases Seasonal Trends Theme Events Tradeshows Open House Events FAQ’s Answer FAQ as your content topics. National Months Twitter: @topfloortech
  22. 22. + Create Editorial Calendar  Step 1: Plan out Topics for Content Major Events Month Industry or Major Topic (trade show, relevant holiday, company news, anniversary, etc.) Planned Campaigns (Sales or Marketing Campaigns) Suggested Campaigns January February March April May June July August September October November December Twitter: @topfloortech
  23. 23. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calendar Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  24. 24. + Creating Editorial Calendar Step 1: Fill In Content Bank EXAMPLE- Topic: National Heart Disease Month Content Bank Blog Post about affects of Heart Disease on Women Photo of women who are survivors of heart diseases Top 10 article on reasons women should check their heart health Infographic on effects of heart disease on Women #Nationalheartmonth #gored • List all content that is relevant to your topic. Twitter: @topfloortech
  25. 25. + Creating Editorial Calendar Step 2: Define Your Posts Campaign Date of Type Campaign Blog Post 2/28/2014 Topic Due Date Women who have survived Heart attacks 2/27/14 Campaign Persona Responsible Promotion Targeting None HR Twitter: @topfloortech Women Executives
  26. 26. + Creating Editorial Calendar Step 3: Create Posts FACEBOOK TWITTER LINKEDIN Google+ EMAIL NEWSLETTER Photo: Check out Photo: Check out Photo: Check out Photo: Check out these women who these women who these women who these women have survived hearthave survived hearthave survived heart who have Link to the photo in attacks. attacks. #gored attacks. survived heart your email newsletter attacks. Link to that month Link to your Link to your Link to your your website website website website BLOG POST YOUTUBE Pinterest X X Twitter: @topfloortech Photo: Check out these women who have survived heart attacks. Link to your website
  27. 27. + Thank you! Twitter: @topfloortech
  28. 28. + Our document templates Click the following link to download our document templates from a Dropbox folder: https://www.dropbox.com/sh/foguhk1g9se8mu6/ 2lTpq3hdfk Twitter: @topfloortech
  29. 29. + Upcoming events Date Topic Location March 27 Social Media: Engaging your customers and accelerating your marketing BBB Community Room, 10015 W. Greenfield Ave. April Writing web content for customers and search engines TBD May The 9 Ps of a winning brand TBD June Google Analytics: Measuring what matters TBD www.topfloortech.com/seminars Twitter: @topfloortech
  30. 30. + Contact Top Floor Technologies www.topfloortech.com 2725 S. Moorland Rd., New Berlin, WI 53151 888.947.4400

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