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A 4-step approach to buyer-centric content

that hits the mark!

Georgetown Chamber Lunch & Learn

June 22, 2016

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•  How do determine your buyer persona and what content to create

•  Top ways to dominate the market with compelling content

•  Develop the one brief statement that refines your content marketing

•  Save time and avoid these content marketing mistakes

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What you’ll takeaway, today

1.  What is content marketing and why it matters…

2.  How to know who you’re talking to and what they want to hear

3.  How to make content marketing simple and easy to create more sales

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I believe that business leaders want to be and feel amazing at what they get to do, every day…

My empowering philosophy…

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What is content marketing and why it matters…

•  Content = information

•  Content marketing = sharing that information about your products and services so buyers take your desired action.

•  Connects your brand and your buyers without being sales-y!

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Three core components to an effective content marketing strategy

1.   Buyer insights

•  Who buys from you and why

2.   Content consumption patterns

•  What they need and when in their buying process

3.   Content architecture

•  How you structure your content and where you deliver it so that they buy

Courtesy of Content Management Institute

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Buyer insights…the who & the why

BUILDING A BUYER PERSONA

–  This is not about demographics •  Typically type of person, where they hang

out, etc.

–  This IS about buying BEHAVIORS •  What process do they use to buy from

you?

–  The focus is on their challenges, what they need, how they find it and what to do next

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Buyer Persona Example

1.  Hears or reads about a great new book

2.  Does a Google search of the author and book

3.  Checks Amazon, Barnes & Noble

4.  Goes to Half Priced Books and buys the book

PURCHASE

CONSIDERATION

AWARENESS

LET’S BUILD YOUR BUYER’S PERSONA!

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Content consumption patterns – what they need and when

-  What moves them along the process of awareness to consideration to purchase? -  How do you drive them to their next steps

-  What kind of information do your buyers prefer as they learn about your brand -  Checklists, how to, guides

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Buying Process & Content Segmentation Example

LET’S BUILD YOUR BUYING PROCESS & CONTENT SEGMENTATION!

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Content architecture: the what and where

-  Align buying process with delivery channels -  Website, social media, seminars

-  Present the content to be easily consumed -  Graphics, posts, PDF

-  Identify the desired next step -  Read more, opt in, call me

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Delivery, Channel, Next Step Example

LET’S CREATE YOUR DELIVERY, CHANNEL PLAN & NEXT STEP

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Dominate the market by creating compelling content…

•  Use names, faces anything that makes the content about them

•  Provoke people to argue passionately about something

•  Use sentimental content to pull at heart strings

•  Quality content is more effective than quantity

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The one brief statement that refines your content marketing

•  This is a documented editorial mission statement

•  Focuses your content and helps you avoid spinning your wheels

•  It covers the following: 1.   Type of person you help with your content 2.   Types of information you will provide through your

content 3.   What your audience will be able to do once they

consume your content

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Editorial Mission Statement Example

•  Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.

•  Welcome! You’ll find actionable tools and resources to help you as a leader GET & KEEP GREAT employees!

LET’S CREATE YOUR CONTENT MARKETING STRATEGY &

EDITORIAL MISSION STATEMENT

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Content marketing mistakes to avoid

•  No clear plan or you don’t implement your plan

•  You become inconsistent or stop

•  Sacrifice quality over quantity

•  You don’t use different or unique content offerings

•  You don’t encourage your reader to take the next step in your buying process

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#1 step to simple and easy content marketing

Create your system and use it!

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l Your takeaway…

1.  What is content marketing and why it matters…

–  Non-sales-y way of sharing your business with buyers

2.  How to know who you’re talking to and what they want to hear

–  Using a buyer persona with buyer process and content segmentation and you’re on target!

3.  How to make content marketing simple and easy to create more sales

–  Use your editorial mission statement to stay on point!

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Final thoughts…

Truly effective content marketing meets your buyer where they are and moves them along your shared buying process…

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Thank you!

Chris Makell Spark Of Brilliance Consulting

www.ChrisMakell.com Chris@ChrisMakell.com