BrightEdge Share15 - CM201: Demand for Content: People, Personas & Intent - Erin Everhart

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    26-Jan-2017
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Transcript of BrightEdge Share15 - CM201: Demand for Content: People, Personas & Intent - Erin Everhart

  • The leading industry event by digital marketers for digital marketers

    powered by BRIGHTEDGE

    How To Have A Customer-

    First Approach To Your

    Content MarketingErin Everhart, Lead Manager Digital Marketing

  • @brightedge #share15

    We know content is king

    @erinever

  • @brightedge #share15

    But this is king content with no strategy

    @erinever

  • @brightedge #share15

    Your strategy must start with your users

    @erinever

  • @brightedge #share15

    You cant see the whole picture

    @erinever

  • @brightedge #share15

    Consider this scenario

    @erinever

    Heres your

    new

    engine!

    What car is

    this bad

    boy going

    into?

  • @brightedge #share15

    Consider this scenario

    @erinever

    The Cutie-

    Patootie

    SX. Were

    targeting

    fuel-

    efficiency

    minded

    people.

  • @brightedge #share15

    Sketch Personas

    @erinever

  • @brightedge #share15

    Surveys

    @erinever

    Survey Monkey

    Hello Bar

    Pop ups

    Embeds

    Google Consumer Surveys

  • @brightedge #share15

    Interviews

    @erinever

    10-15 minutes

    Dont just interview existing customers

    Set expectations

    Ask open-ended questions

    Dont be leading

    Ask questions they can answer

  • @brightedge #share15

    What do you ask?

    @erinever

    When did you know you needed it?

    Talk to me about your shopping process.

    What was your timeline?

    What are your pain points?

    What things helped you make your

    decision?

    How do you use it?

    Did you consider others?

    How did you hear about it?

    What did you do after buying?

  • @brightedge #share15

    Remember: Your users may not be your buyers

    @erinever

    Buyers buy Users use

  • @brightedge #share15

    Buyer persona in action

    @erinever

    Basics: 33, Working mom to an 8-month old daughter, Lilly

    Social media: Mom Groups on Facebook, Crazy pinner on Pinterest

    Concerns: Lack of sleep, supporting her child developmentally, feeding and

    teething.

    Researching: Reads mostly in the middle of the night on her smartphone or

    when shes feeding Lilly during the day on weekends. Doesnt engage with

    baby-focused content at work

    Purchasing: Price, user reviews, experts (moms, developmental

    psychologist), product availability (would rather by online if she can get it

    quickly)

    If she finds a product she likes, shell buy it without consulting her husband

    unless its more than $100.

    I need an easy way to buy quality products.

  • @brightedge #share15

    Map their responses to your customer journey

    @erinever

    Awareness

    Consideration

    Decision

    I have a problem.

    Whats out there to

    fix this problem?

    Im going to fix this

    problem.

  • @brightedge #share15

    Got it. So now what do I do about my content?

    @erinever

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    Surprise them with the unexpected

    @erinever

  • @brightedge #share15

    Establish (and legitimize) your reputation

    @erinever

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    Be a little disruptive

    @erinever

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    Be human

    @erinever

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    Just implementing that isnt enough

    @erinever

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    Waterfall vs Agile

    @erinever

    TARGET USERS

    PLAN ENTIRE PROJECT

    WRITE ALL CONTENT

    ESTABLISH PROMOTION

    LAUNCH & MEASURE

  • @brightedge #share15

    Your content needs to be accessible everywhere

    @erinever

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    But that doesnt mean on every channel

    @erinever

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    Multichannel Strategy

    @erinever

    Social

    SEO

    PPC

    Digital Media

    TV/Radio

    Print

  • @brightedge #share15

    Omnichannel Strategy

    @erinever

  • @brightedge #share15

    Thank you!

    Insert

    Speaker

    Logo

    @erinever