Connecting Buyer Personas To Content That Connects
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Transcript of Connecting Buyer Personas To Content That Connects
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Connec&ng Buyer Personas To Content That Connects
#ContentGap
Sponsored by
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#ContentGap
Welcome Webinar A3endees
Type ques&on here
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#ContentGap
Follow this webinar on Twi3er
#ContentGap Demand Gen Report: @DG_Report
Content4Demand: @Content4Demand
Dana Harder: @DanaHarder
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#ContentGap
About Demand Gen Report
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracEces in lead generaEon
• Newsle3er has grown to more than 26,000 readers
• We also offer a menu of research and best pracEces reports
• New audio/video podcasts at DemandGenReport.com
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#ContentGap
Panelists
Dana Harder, VP of Content Strategy, Content4Demand
Kim Zimmermann, Senior Managing Editor, Demand Gen Report
MODERATOR
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
Connecting Buyer Personas To Content That Connects
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Why aren’t we flying? Because
getting there is half the fun. You know that.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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More than 40% of B2B marketers are now using buyer personas as
part of their strategy, but only 15% considered their persona
marketers very effective. - ITSMA
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
84% of marketers acknowledge the importance of understanding
the buyer’s mindset, yet only 24% have a formal process for gaining a sophisticated understanding of
their customers. -AdAge
60% stated they had no to very little understanding of what the
best practices are for buyer persona development.
-Tony Zambito
57% did their first-ever buyer persona development initiative
within the last two years but only 15% of the respondents relied on in-depth qualitative
buyer interviews. – Tony Zambito
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 11 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
4 Steps To Ensure A Successful Content Journey
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
• Personas don’t need to be complex • Focus on prospects, not customers • Online surveys vs. phone calls • Third parties can add credibility • Quality over quantity
12 BEGIN WITH THE BUYER. END WITH ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #1: Collect the right data
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13 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Persona Elements That Can Connect / Inform Content Messaging
• Pain Points • Motivators • Key Initiatives • Validators • Performance Metrics - How are they
measured? • Trusted Resource / Watering Holes
• Evaluation / Comparison • How do my current capabilities in this area
compare to peers in my space or related industries?
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 14 BEGIN WITH THE BUYER. END WITH ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 15 BEGIN WITH THE BUYER. END WITH ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 16 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Identifying Buyer Paths and Mapping Content Plans
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 17 BEGIN WITH THE BUYER. END WITH ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #3 - Let the Persona Inform The Message
Persona/Role Awareness Evaluation Decision
Persona 1
Persona 2
Persona 3
Persona 4
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 18 BEGIN WITH THE BUYER. END WITH ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #4: Get The Message In The Content …(Is Wally World Open?)
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19 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Sample #1: Persona Based Content
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20 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Sample #2 Sample #1: Vertical-Focused Content
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21 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Our Offer To You
Free 30 minute Persona Assessment Contact: Dana Harder, VP, Client Strategy [email protected]; 201-257-8528, Ext 216 30% Off C2C VIP Ticket – Use code C2CC4DWeb Register at Content2Conversion.com
#C2C15
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#ContentGap
Q & A // Panelists
Dana Harder, VP of Content Strategy, Content4Demand
Kim Zimmermann, Senior Managing Editor, Demand Gen Report
MODERATOR
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MAPPING BUYER INSIGHT TO CONTENT STRATEGIES.
THANK YOU!
23 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
QUESTIONS?