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The end goal of content marketing is to drive conversions, right? Well, we can create a fantastic piece of content, but it's the reader who ultimately decides if it's valuable to them and their organization. In order to generate conversions and resonate with more of your target market, you need to create content that will appeal to different types of learners, personality types and, basically, people. In the presentation I gave at Mixwest 2014, I talked about the connection between the type of content, how the content was written or created, different personality types and different types of learners. I provided marketers with tips and recommendations for how they can create a variety of content that will resonate with more of their desired target market. This presentation will help you learn more about creating content for different types of learner and personalities. For the full Content Planning Guide, download it here: http://bit.ly/2014cmg.
Transcript of Content planning-guide-whitepaper-mod
#contentclass
Disclaimer
I’m not a psychologist by trade.
….but I kind of wish I was.
Content Marketing
93% use it.
33% find it
effective.
93% of B2B marketers use content marketing, but only 33% find it effective. #contentclass
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
Newsletters Social Blogs Email
Bylines Events Case Studies Videos
Whitepapers Presentations eBooks Podcasts
B2B marketers use an average of 13 content marketing tactics. Via @cmicontent #contentclass
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
Your content won’t convert if it isn’t tailored for different learners and personality types. #contentclass
Source: LearningRx
Types of Learners
65% of people are visual learners, and visual content has the most engagement. #contentclass
Source: LearningRx
Visu
al
• Social • Videos • Webinars • Infographics • eBooks/
whitepapers • Virtual
conferences • Blogs/articles
with imagery
Audi
tory
• Events • In-person
events • Videos • Webinars • Podcasts • Virtual
conferences • One-on-one
demos or conversations
Kine
sthe
tic
• How to articles/blogs
• Training presentations/webinars
• Videos • Instructional
whitepapers/eBooks
• Infographic guides
• Virtual training sessions
Written Word
79% of best-in-class marketers rate blogs as the most effective marketing tactic. #contentclass
Use colorful language
Include imagery
Be creative with
formatting
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report
Your Secret Weapon
Your secret weapon for content creation is repurposing old content into new types or from new angles. #contentclass
Source: www.discprofile.com
Source: www.discprofile.com
Infographic: bit.ly/infosa
• Specific stats for team improvement (D)
• The top objec?ves for sales managers (I)
• What you need to see the full picture at any ?me (S)
• Stats on individual team produc?vity (C)
Content Tip #1
Produce a variety of content and repurpose content to appeal to different types of learners and personalities. #contentclass
Content Tip #2
Write for people, not SEO. A great content piece or story is more likely to be shared, as well as resonate with readers. #contentclass
Content Tip #3
Reiterate the same statement or conclusion in different ways to appeal to different personalities. #contentclass
Lots of Content
Frequent &
Consistent
Variety Inbound
Marketing Success =
Leads
The success of inbound marketing relies on producing a lot of content & a variety on a frequent & consistent basis. #contentclass
Questions?
Want to learn more? Download the “Content Planning Guide” here: http://bit.ly/2014cmg
SOURCES 1. Content Marketing Institute, 2014 B2B
Content Marketing Research Report 2. www.discprofile.com 3. LearningRx
