brightedge share15 - cm201: demand for content: people, personas & intent - erin everhart
TRANSCRIPT
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The leading industry event by digital marketers for digital marketers
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How To Have A Customer-
First Approach To Your
Content MarketingErin Everhart, Lead Manager – Digital Marketing
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@brightedge #share15
We know content is king
@erinever
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@brightedge #share15
But this is “king content” with no strategy
@erinever
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@brightedge #share15
Your strategy must start with your users
@erinever
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@brightedge #share15
You can’t see the whole picture
@erinever
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@brightedge #share15
Consider this scenario
@erinever
Here’s your
new
engine!
What car is
this bad
boy going
into?
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@brightedge #share15
Consider this scenario
@erinever
The Cutie-
Patootie
SX. We’re
targeting
fuel-
efficiency
minded
people.
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@brightedge #share15
Sketch Personas
@erinever
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@brightedge #share15
Surveys
@erinever
• Survey Monkey
• Hello Bar
• Pop ups
• Embeds
• Google Consumer Surveys
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@brightedge #share15
Interviews
@erinever
• 10-15 minutes
• Don’t just interview existing customers
• Set expectations
• Ask open-ended questions
• Don’t be leading
• Ask questions they can answer
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@brightedge #share15
What do you ask?
@erinever
• When did you know you needed it?
• Talk to me about your shopping process.
• What was your timeline?
• What are your pain points?
• What things helped you make your
decision?
• How do you use it?
• Did you consider others?
• How did you hear about it?
• What did you do after buying?
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@brightedge #share15
Remember: Your users may not be your buyers
@erinever
Buyers buy Users use
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@brightedge #share15
Buyer persona in action
@erinever
Basics: 33, Working mom to an 8-month old daughter, Lilly
Social media: Mom Groups on Facebook, “Crazy pinner” on Pinterest
Concerns: Lack of sleep, supporting her child developmentally, feeding and
teething.
Researching: Reads mostly in the middle of the night on her smartphone or
when she’s feeding Lilly during the day on weekends. Doesn’t engage with
baby-focused content at work
Purchasing: Price, user reviews, experts (moms, developmental
psychologist), product availability (would rather by online if she can get it
quickly)
If she finds a product she likes, she’ll buy it without consulting her husband
unless it’s more than $100.
“I need an easy way to buy quality products.”
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@brightedge #share15
Map their responses to your customer journey
@erinever
Awareness
Consideration
Decision
“I have a problem.”
“What’s out there to
fix this problem?”
“I’m going to fix this
problem.”
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@brightedge #share15
Got it. So now what do I do about my content?
@erinever
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@brightedge #share15
Surprise them with the unexpected
@erinever
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@brightedge #share15
Establish (and legitimize) your reputation
@erinever
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@brightedge #share15
Be a little disruptive
@erinever
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@brightedge #share15
Be human
@erinever
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@brightedge #share15
Just implementing that isn’t enough
@erinever
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@brightedge #share15
Waterfall vs Agile
@erinever
TARGET USERS
PLAN ENTIRE PROJECT
WRITE ALL CONTENT
ESTABLISH PROMOTION
LAUNCH & MEASURE
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@brightedge #share15
Your content needs to be accessible everywhere
@erinever
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@brightedge #share15
But that doesn’t mean on every channel
@erinever
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@brightedge #share15
Multichannel Strategy
@erinever
Social
SEO
PPC
Digital Media
TV/Radio
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@brightedge #share15
Omnichannel Strategy
@erinever
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@brightedge #share15
Thank you!
Insert
Speaker
Logo
@erinever