developing audience personas and editorial calendars

Twitter: @topfloortech

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Persona Development & Editorial Calendar Creation

February 20, 2014

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Twitter: @topfloortech

Presenters:

Denny YunkDirector of Marketing

@dennyyunk

Cal FidlerContent Marketing

Specialist

@Cal_Fidler

+Developing Buyer PersonasWhat is a persona?Why are personas important?What should a persona include?How do you create a persona?How many personas do you need?Challenges in creating personas

Twitter: @topfloortech

+Content Marketing Step by Step Guide

Determine Goals

Understand your Audience

Select Content Topics

Create Editorial Calendar

Create/Collect Content

Publish Content

Twitter: @topfloortech

+Content Marketing Step by Step Guide

Determine Goals

Understand your Audience

Select Content Topics

Create Editorial Calendar

Create/Collect Content

Publish Content

Twitter: @topfloortech

+Content Marketing Step by Step Guide

Determine Goals

Understand your Audience

Select Content Topics

Create Editorial Calendar

Create/Collect Content

Publish Content

Twitter: @topfloortech

+What is a persona?

A model of a particular type of person who will (hopefully) read and interact with your content marketing which will increase their chances of taking some desired action.

Twitter: @topfloortech

+What is a persona? A model

Based on behaviors, priorities, and goals

Of a particular type of person Customer Business partner Job seeker Industry expert

Who will (hopefully) read and interact with your content marketing

Which will increase their chances of taking some desired action Making a purchase Giving you a referral Applying for a job

Twitter: @topfloortech

+Why are personas important?

They force us to gain a better understanding of specific types of people.

They help us to create compelling, targeted messages that those people will find valuable.

They clearly define our audiences so that everyone involved with content marketing shares a common understanding of the audience(s).

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Twitter: @topfloortech

Persona ≠ Market Segment

Persona:Behavior-based

Goals Influences Processes Roles Responsibilities

Market segment:Profile-based

Age Gender Income Geography Budget

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Twitter: @topfloortech

What should a persona include?

Behaviors Priorities Influences Responsibilities Roles Processes Opinions Preferences

Not: Demographics Trivia Fluff

Optional: User story

Twitter: @topfloortech

+How do you develop a persona?1. Start with assumptions

Maybe even use actual people as representatives of a persona.

2. Gather input from customer touchpoints Sales Customer service Human resources

3. Develop a set of interview questions

4. Interview the best examples of each persona from among your current customers, partners, and employees.

5. Revise and refine your personas

6. Make them available to all stakeholders

7. Periodically review, update, and add as needed.

Twitter: @topfloortech

+How many personas should you have? As many as you need. As few as you can get away with! Start with one or two.

Pick the highest priorities (customers/prospects)

Add as needs/opportunities arise. Consider whether existing personas can be

split into multiple, more narrowly-defined personas.

Twitter: @topfloortech

+What kinds of personas should I develop? Buyers Users Prospects Job seekers Industry influencers Fans Service technicians Dealers/distributors Media

Twitter: @topfloortech

+What kinds of personas should I develop? Buyers Users Prospects Job seekers Industry influencers Fans Service technicians Salespeople Media

• Technical• Economic

• New • Experienced

• Entry-level• Management• Creative• Technical

• Dealers• Distributors

• Those that like your product• Those that don’t like your product

• Those that know they need your product• Those that use a competitor’s product

Twitter: @topfloortech

+Challenges in persona development Making stuff up (false assumptions) Getting out of your head and into your

customers’ heads Not specific enough Too many personas The wrong personas

Or the right personas in the wrong order

Irrelevant trivia Over-thinking

Twitter: @topfloortech

+Persona development resources

Twitter: @topfloortech

+For further inspiration Content Marketing Institute’s “Audience” blog:

http://contentmarketinginstitute.com/audience/

Buyer Persona Institute http://www.buyerpersona.com/ E-book, “The Buyer Persona Manifesto”

Hubspot Library of persona templates

Pardot Persona development case study

+Creating an Editorial CalendarWhat is it?Why is it important?How do you do it?

Twitter: @topfloortech

Twitter: @topfloortech

+Content Marketing Step by Step Guide

Determine Goals

Understand your Audience

Select Content Topics

Create Editorial Calendar

Create/Collect Content

Publish Content

Twitter: @topfloortech

+Editorial CalendarChoosing Content Topics

EventsTradeshowsOpen House EventsNational Months

FAQ’sAnswer FAQ as your content topics.

Theme

Twitter: @topfloortech

+Create Editorial Calendar Step 1: Plan out Topics for Content 

Month Industry or Major TopicMajor Events

(trade show, relevant holiday, company news,

anniversary, etc.)

Planned Campaigns(Sales or Marketing

Campaigns)Suggested Campaigns

January        

February        

March        

April        

May        

June        

July        

August        

September        

October        

November        

December        

Twitter: @topfloortech

+Content Marketing Step by Step Guide

Determine Goals

Understand your Audience

Select Content Topics

Create Editorial Calendar

Create/Collect Content

Publish Content

Twitter: @topfloortech

+Creating Editorial CalendarStep 1: Fill In Content Bank

Content Bank

  Blog Post about affects of Heart Disease on Women   Photo of women who are survivors of heart diseases  Top 10 article on reasons women should check their heart health    Infographic on effects of heart disease on Women   #Nationalheartmonth #gored

EXAMPLE- Topic: National Heart Disease Month

• List all content that is relevant to your topic.

Twitter: @topfloortech

+Creating Editorial Calendar

Step 2: Define Your Posts

Campaign Type

Date of Campaign Topic Due Date Campaign

Promotion Responsible Persona Targeting

Blog Post 2/28/2014Women who have survived Heart 

attacks2/27/14 None HR  Women 

Executives

Twitter: @topfloortech

+Creating Editorial CalendarStep 3: Create Posts

FACEBOOK TWITTER LINKEDIN Google+ EMAIL NEWSLETTER BLOG POST YOUTUBE Pinterest

Photo: Check out these women who 

have survived heart attacks. 

Link to your website

 Photo: Check out these women who 

have survived heart attacks. 

#gored

Link to your website

 Photo: Check out these women who 

have survived heart attacks. 

Link to your website

Photo: Check out these women who have 

survived heart attacks. Link to your website

Link to the photo in your email newsletter 

that month  X X

Photo: Check out these 

women who have survived heart attacks. Link to your website

Twitter: @topfloortech

+Thank you!

Twitter: @topfloortech

+Our document templates

Click the following link to download our document templates from a Dropbox folder:https://www.dropbox.com/sh/foguhk1g9se8mu6/2lTpq3hdfk

Twitter: @topfloortech

+Upcoming events

Date Topic LocationMarch 27 Social Media: Engaging your

customers and accelerating your marketing

BBB Community Room, 10015 W. Greenfield Ave.

April Writing web content for customers and search engines

TBD

May The 9 Ps of a winning brand TBDJune Google Analytics: Measuring

what mattersTBD

www.topfloortech.com/seminars

+Contact

Top Floor Technologieswww.topfloortech.com

2725 S. Moorland Rd., New Berlin, WI 53151888.947.4400