Designing Content Part II Flashcards
7 Rules for Developing Effective Content
- Be relevant to the audience
- Be relevant to the brand
- Do not overtly sell or advertise
- Be useful and informative
- Be positive and upbeat, and keep communication
fairly informal - Do not ignore what the audience says
- Have variety across your content
Designing Contents to Drive Business Results
Exposure Influence Engagement Action/Convert Retain
When developing relevant content, you should…
…know who your target customers are:
Define segment/niches within your market
Personalize your content directly to the needs of the
audience
Create content specifically for each of your several
niche targets
Use a buyer persona to clarify your target market
Persona
a person.
personae, the characters in a play, novel, etc.
the narrator of or a character in a literary work,
sometimes identified with the author.
(in the psychology of C. G. Jung) the mask or façade
presented to satisfy the demands of the situation or
the environment and not representing the inner
personality of the individual; the public personality
(contrasted with anima).
a person’s perceived or evident personality, as that
of a wellknown official, actor, or celebrity; personal.
image; public role.
A buyer persona is a
fictional, yet realistic, specific, and concrete representation of target customer.
Personas do not represent a single user but a range
of users
Creating a buyer persona
Website and social media analytics, and social listening
Content engagement
Motivations
Pain points
Customer database
Demographics and location
Purchase history (how, when and what)
Market research
Customer insights from your current and potential
customers
Sales team feedback
Social touchpoints enable data marketers to
understand social identity
What to keep in mind when creating customized content
Style and tone Problem-solving approach Pick the right keywords Topic Social media strategy Platforms How and when
How to develop a social media campaign
Select social media channels
Also, consider the capabilities of the network.
Remember that people participate primarily to
connect with friends, not to search new products.
Some firms worry that participating on social networks may invite negative comments.
But a social network profile concentrates such
comments in one place for easy response.
Define success metrics: which one to use
Depends on what you would like to accomplish
Content for Lead Generation
Think from your client’s perspective
Content you can provide that will encourage them to buy, and to buy from you
Promotional
Informative
Decision-making
Promotional Content
Designed to raise awareness about a specific
campaign.
Informative Content
Designed to provide value to your audience
Help them with common needs and challenges
Build a two-way conversation
A mix of information you generate and you obtain
from other sources
Decision-Making Content is
designed to help customers through the decision-making process in selecting product or service
Decision-making content provides
value to your target audience, and also helps to identify when people are in the research and decision-making phrase of the buying cycle.
Place all decision-making content behind a
lead generation form (b2b) or an email signup form (b2c)
Decision-making content tends to be the precursor to
calls to action
80/20 or Pareto Rule:
for every two promotional posts, you should have at least eight posts promoting good content that provide value to your audience.
In B2B marketing, lead scoring (ranking of one sales lead against another) is
an important part of delivering qualified leads in an effective lead generation strategy.
lead scoring (ranking of one sales lead against another) is useful for B2C setting too but
leads would not be forwarded to a sales team. They would be followed up with more sales-related email campaigns.
Benefits of Lead Scoring
Improves alignment and collaboration between
marketing and sales teams.
Helps to ensure that the best leads are followed up
on immediately by prioritizing leads according to
revenue potential and buyer readiness.
Enables organizations to move lead prioritization
from a largely subjective process to an analytical,
scientific approach that can be managed easily and
cost-effectively.
Slow leads are
those that are least likely to close in a short amount of time.
Typically leads that haven’t indicated product
interest
Top-of-mind content on a monthly basis, for example,
a newsletter
Medium leads are those that
are likely to buy in the future, but they are not ready yet.
Still in the consideration stage actively researching
solutions
Tend to be people who have looked at decision-
making content, but have yet to follow up on
activities that would place them in the active sales
Downloaded decision-making content but not
watched product demo yet
Focus of the marketing team not the sales team
Provide content that will drive the prospect to the
next phrase in the funnel
Fast leads are
the prospects that have been placed into the active buying process.
Have indicated they are ready to buy and are
making a decision
Follow up is typically handled manually by the sales
team
“Automation” possible lead scoring models
Point-based lead scoring: assigns “points” to
prospects based on their website activity
Points assigned vary across activities
