diploma-gcd-contentmarketing-personas-week2
DESCRIPTION
Diploma in Digital Marketing - GCD - Week2:: Content Marketing & PersonasTRANSCRIPT
![Page 1: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/1.jpg)
Week 2 – Diploma Digital Marketing
Mapping Personas to Channels and Content Marketing
![Page 2: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/2.jpg)
Week 2
• Review and Identify Key Performance Indicators for B2C & B2B campaigns.
• Review how to produce segmented audiences into digital personas and how to target content and channel for each identified persona.
• Review and examine class case studies of use of Objectives, KPIs, and how the extent of content marketing strategies
• Analyse how class case studies of how their content will influence customer behaviours and produce desired outcomes and activations.
• Overview of Developing detailed content editorial plan targeted at personas
• Measurement of content effectiveness
![Page 3: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/3.jpg)
Objectives
![Page 4: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/4.jpg)
Measurement Framework
![Page 5: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/5.jpg)
Personas
![Page 6: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/6.jpg)
Persona Definition• Who they are in terms of demographics etc..• What are there needs in relation to your business• Where do they reside digitally• What channels are you going to leverage• What are there needs?• How engaged are they?• How aware are they of you?• Do they have preconceived ideas about you?• What do they perceive your brand tone, personality, voice to be?• Do you solve problems for them? Utlility?• How can you broaden your communications beyond product• What is the value prop per persona per channel
![Page 7: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/7.jpg)
B2B Buyer Cycle Intelligence
![Page 8: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/8.jpg)
Buyer Cycle Intelligence
• Characteristics of best customers– Who typically buys from you, who are least demading customers,
characteristics of easily and profitable closed sales• Understanding the “Buyer Journey”
– Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)
– How can you identify if a prospect has stalled• Lead Qualification
– What are the specific characteristics of a marketing qualified lead– What MQL (marekting qualified leads) typically convert– What are the characteristics of leads that typcially need to go
through a nurturing programme
![Page 9: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/9.jpg)
Relevant B2B Content
![Page 10: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/10.jpg)
Persona Characteristics
![Page 11: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/11.jpg)
Demographics
![Page 12: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/12.jpg)
Psychographics
![Page 13: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/13.jpg)
Psychographics Cont.
![Page 14: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/14.jpg)
Business Relationship
![Page 15: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/15.jpg)
Business Relationship
![Page 16: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/16.jpg)
Emotional Characteristics
![Page 17: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/17.jpg)
Goals/Needs/Attitudes
![Page 18: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/18.jpg)
Exercise
What Personas, Channels and Content Do They Target?
![Page 19: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/19.jpg)
Personas, Channels, Content?• Architects• Baby Food FMCG• Landscape Gardener• Pharma Co making vaccines• University • Solicitors• Camera Retailer• Prominent Sporting Goods Retailer• Photo/Videographer• 4* Hotel based in Dublin, Laois, Galway • Major High Street Builder/Home Improvement Provider• Medical Scanning, MRI Company
![Page 20: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/20.jpg)
Social Media Landscape
![Page 21: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/21.jpg)
What should Your Content do• Content = valuable and useful information NOT just canned
marketing messages• Focus on what a customer needs rather than what you sell
– Address user needs in all published content• Valuable communications is what differentiates you from
competition• Marketers are publishers today – i.e. think like media co’s• Customer relationships don’t end with a payment
– Use content to increase retention rates• Without good content, community is impossible• 90% of corporate websites talk about “How great they are”• Buyers are more in control today than ever – not sales organisations
![Page 22: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/22.jpg)
Advantages
• Creates demand generation and awareness through value add publishing
• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management
systems• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than
to paid ones)• Once started, provides an ongoing process and framework
to control and publish valuable information
![Page 23: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/23.jpg)
Types of Content for the Digital Marketer to Consider
![Page 24: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/24.jpg)
Website
![Page 25: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/25.jpg)
TellHer.ie
![Page 26: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/26.jpg)
Worldwide Cycles
![Page 27: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/27.jpg)
Blogs
![Page 28: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/28.jpg)
MicksGarage
![Page 29: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/29.jpg)
Micks Garage - Blog
![Page 30: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/30.jpg)
Marketing Experiments Blog
![Page 31: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/31.jpg)
Marketo Blog
![Page 32: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/32.jpg)
Social Networks
![Page 33: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/33.jpg)
Social
![Page 34: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/34.jpg)
Customised page
![Page 35: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/35.jpg)
BT Care
![Page 36: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/36.jpg)
HB Icecream
![Page 37: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/37.jpg)
Professional Networks
![Page 38: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/38.jpg)
![Page 39: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/39.jpg)
Video
![Page 40: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/40.jpg)
BlendTec
![Page 41: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/41.jpg)
BlendTec
![Page 42: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/42.jpg)
Photos : Integrate with Blog, Website, etc.
![Page 43: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/43.jpg)
Kogi BBQ
![Page 44: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/44.jpg)
Photos
![Page 45: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/45.jpg)
Instagram Photos
![Page 46: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/46.jpg)
Webinars, Presentations, Whitepapers etc..
![Page 47: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/47.jpg)
PPTs
![Page 48: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/48.jpg)
Documentation
![Page 49: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/49.jpg)
Integrated Case Studies
![Page 50: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/50.jpg)
BMIBaby
![Page 51: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/51.jpg)
BMI Baby #MySpain Instagram
![Page 52: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/52.jpg)
#MySpain Statigram
![Page 53: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/53.jpg)
5000 Entries Later
![Page 54: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/54.jpg)
HostelWorld.com
![Page 55: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/55.jpg)
YouTube
![Page 56: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/56.jpg)
Hostelworld Facebook
![Page 57: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/57.jpg)
![Page 58: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/58.jpg)
OneFrameOfOne
![Page 59: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/59.jpg)
Cmon & Kypski
![Page 60: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/60.jpg)
C-Mon & Kypksi
![Page 61: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/61.jpg)
![Page 62: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/62.jpg)
Editorial Calendar
![Page 63: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/63.jpg)
Editorial Calendar
![Page 64: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/64.jpg)
Editorial Calendar
![Page 65: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/65.jpg)
Questions & Answers
![Page 66: Diploma-GCD-ContentMarketing-Personas-Week2](https://reader033.vdocuments.mx/reader033/viewer/2022060108/55513061b4c905325d8b4da6/html5/thumbnails/66.jpg)
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274