How can a content live up to customers' expectations?
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Content Marketing Jan 30th 2017 Noriaki Tanaka How Can Content Marketing Live Up to Customers’ Expectations? - Road to Successful Content -
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Transcript of How can a content live up to customers' expectations?
Content Marketing Jan 30th 2017
Noriaki Tanaka
How Can Content Marketing Live Up to
Customers’ Expectations?- Road to Successful Content -
Welcome to “Content” Marketing
START
NEXT
Welcome to “Content” Marketing
MAP
1. Personas DefinedName
● Who is he/she?
● His/Her job title?
● What kind of company/industry ?
● What might her typical workday look like?
Abstract → Specific
2. Personas’ Needs
Her preference?
Purchase Behavior?
Motivation?
A/B Testing
Sentiment Analysis
One-On-One Interview
3. Personas’ Journey
TASK
TASK TASK
WALK
START GOALPROCESS/TIME
3. Personas’ Journey
Find the nearest Store
Go to the Store
Choose A Coffee
Pay for the Coffee
LATTE
Coffeeshopwebsite.com
Mobile app
Point-of-sales display
Coffee Shop
4. Create “Contents”: Case Study
4. Create “Contents”: Case Study● Have an interest in
private pool
● Can’t imagine how much
● Don’t wanna select dishonest company
● Have no idea with the type
● Swimming Pool Planning
● Swimming Pool Construction
● Swimming Pool Maintenance
● Swimming Pool Fixing
etc
PersonaCompany
4. Create “Contents”: Case Study
Source: Content Marketing Institute
- http://contentmarketinginstitute.com/what-is-content-marketing/?utm_source=searchpage&utm_medium=website&utm_campaign=searchlandingpage
- http://contentmarketinginstitute.com/2017/01/architect-content-strategy/- http://contentmarketinginstitute.com/2015/04/content-marketing-personas/- http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/
HubSpot- https://www.hubspot.com/customers/river-pools-and-spas- https://blog.hubspot.com/blog/tabid/6307/bid/17713/10-Blogging-Tactics-That-Increase
d-One-Business-Traffic-by-300.aspx#sm.0001jc47wu18ykd93rn581g6t60g9
Case Study: River Pool and Spas- https://www.hubspot.com/customers/river-pools-and-spas
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