Content Marketing Master Class - San Francisco: Acts 2 and 3
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Transcript of Content Marketing Master Class - San Francisco: Acts 2 and 3
Carla Johnson Principal, Type A Communications
Jason Stewart Vice President, Demand Generation Annuitas Group !
!Pawan Deshpande Founder, CEOCurata
In 2014 it’s the relationship that matters. We have to not only GRAB attention from the audiences that matter. We have to hold it, so that WE matter to them. !
1,800,000 Views 6 Years Human Time
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Direct engagement with specific customers AT&T New York Times, Verizon
1st Cisco content aired on TV – For Free
Contractors Educators Local Governments Architects
CUSTOMER: Contractors Educators Local Governments Architects Consultants Firefighters Constituents
A Different Story: The SOURCE for all authoritative fire, electrical and building safety. !Use disruptive trends in their industry to pull the “competition” influencer into their community and user their biggest threat as their biggest strength - and maintain and build their brand strength.
AUDIENCE:
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Technology company..... !
The Windows Integrated Management Program (The WIMP) !
?? Audience Personas
Welcome To Wimpy Tech
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Meet Jeremy !
• Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support
• Young, family man
• Sales USP: Enable Jeremy to be 25% more effecQve!
• Personal (Audience) UVP: Give me more Qme to be me!!
Let’s Get To The Personal UVP
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Meet Cheryl !
• CFO for the bank -‐ actually signs the check for Wimply Tech •Sales USP: Save hundreds of thousands of dollars • Personal UVP: Make me a CFO Rockstar in my industry
Let’s Get To The Personal (Audience) UVP
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Who Else? !
• Who else might be an influencer / audience persona? • While you think... Maybe some other examples...
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The Keys To Audience Personas
• Detail -‐ make them real people • Understand their moQvaQon • What is VALUE for them • What EMOTIONAL CONNECTION can we make with them?
Let’s Get To The Personal UVP
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Put your reporter hat on... !
• WHO is the persona ... emoQonally adached • WHAT does he/she do? What does her day look like? • WHERE is the gap in his needs/wants? Even beyond our product or service? • WHEN do they need to close this gap? • WHY does he care about US -‐ Not our product!
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Go Get The Real Story
• Volunteer*to*go*on*the*Summer*“Get*To*Know*Ya”*Tour*• Visited*30*Customers*in*10*ci?es*over*12*Weeks**• NOT*About*Product*–*About*Connec?on*• Discoveries*Galore…*Photos*Galore…*Stories*Galore…*• They*didn’t*care*about*75%*the*stuff*we*were*talking*about.*• Wanted*us*to*help*them*with*adop?on*programs….**More*FUN*
One innovative example…!