C

Lesson 3: Creating a Content Strategy

Lesson 2Getting to Know Your Audience

Identify the Type of Content Your Audience Will Find Valuable

Lesson Objectives

Create a Buyer Persona

Learn How to Stay Adaptive Throughout the Buyer Journey

Practice Context Marketing

Get Your Audience to Like and Trust You!

Create a Buyer Persona

- Content Marketing Institute

“A buyer persona is a representation of your ideal customer which provides a detailed description of a typical buyer or target audience.”

Learn How to Stay AdaptiveThroughout the Buyer Journey

Source: Tony Zambito

Broad Range of People

Potential conversionrequires nurturing

Engaged in buyingprocess

Needs customerservice to gain trust

Brand evangelist

Context Marketing

“Context Marketing is about delivering the rightmessage, to the right person, via the right medium,

and at the right time.”

Source: Seusitenainternet.com

A DYNAMIC CTAHAS A 42% HIGHER VIEWER-TO-SUBMISSION RATE

Source: Hubspot

Format

Tone

Topics

Identify the Type of ContentYour Audience will Find Valuable

Format

Tone

Topics

Solve your audience’s problems and answer their burning questions.

Get Your Audience to Like and Trust You!

Get Noticed!

Easily ShareableCreativeValuable

FREE

Stay Visible

Display Tweetsand Likes

BE NICE!

Be Authentic

Be Helpful

Share Stories

*http://www.uberflip.com/blog/social-media-tips-to-remember

BE TRUSTWORTHY!Tell the truth

Never plagiarizeApologize if you make

mistakesPay attentionProofread

Be yourselfAsk for help

Do your best!

Let’s Review:

Creating a buyer persona will help you produce more targeted content

A buyer’s needs and wants change depending on where they arein the Buying Cycle™

Content is most effective when it’s placed in the right context for an individual

Make friends on the Content Marketing playground by playing nice

CONGRATS!

Lesson 2: Getting to Know Your Audience completed!

Want to learn more?

OtherResources

Questions?Comments?

Next StepsLesson 3: Creating a Content Strategy