content that converts starts with audience

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Content that Convertsstarts with

AUDIENCE

Emily WingroveDirector of Marketing, Synthio (formerly Social123)

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Who is Emily Wingrove?

Atlanta based Recently Rebranded Social123

Synthio Loves a good Tempranillo

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The Goal. For one, LEADS. For two, Quality LEADS. Making it happen with

content…..UNPAID content, that is.

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Before you pay a copywriter Before you spend time on a well thought out strategy Before you pay a designer Before you even decide what KIND of content Before ANYTHING -

But First…

CONSIDER YOUR AUDIENCE

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Who is my audience? What does our audience care about? What have we been saying to them lately? How does our audience like being talked

to? What has triggered our audience in the

past? The segment

Titles, Companies, Skills, Affiliations, Past Behavioral Data, Firmographic Data, Technographic Data

But First…

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Event Marketers – too small of a segment (remember: LEADS) What about…

Event sponsors Event attendees

The Audience for Us

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The Audience for UsContact: Titles and skills that indicate audience building, groups associated with events, posts and articles posted by employees or on social that suggest event sponsoring or attending

Firmographic: Company revenue that supports the investment of event sponsoring, employee count over 100, within targeted industries

Technographic: Companies that use CVENT or Eventbrite as well as marketing automation or CRM +

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On which channels are we most likely to find our audience?

Email Advertising Social BDRs AEs

The Channels

TOOLS

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What kind of content is it? Use-case

What does it look like? 1-page Easy-to-digest Problem Solution style

What does the content say? 3 event scenarios and how to use

data to optimize each Addresses each micro segment and

how they relate to one another

The Content & Messaging

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Marketing emails BDR emails BDR Calling Campaign AEs shared with BOFU prospects Ad Creatives


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“Did you email the reg list for MME?”

“Current attendee count?”

“Event prep”

Subject line samples

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Ad spend ~$1,500 Ad ran for 2 weeks

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613 Downloads 204 Leads Generated (33%) 123 Opps Created (60%) 21 Closed-Won Opps (17%) Total Revenue (to date): $378,500 ROI: 25,000%

The ResultsMktg Emails

237

BDR Emails178

Social35

Ads163

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Start with the AUDIENCE – don’t get caught in the weeds of content and strategy

Take advantage of untapped segments Take advantage of your channels

One touch/impression is never enough Align tightly with sales/biz dev

Celebrate wins together Paid content is great, but unpaid content can still be

equally successful Be authentic

What I Learned

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