developing audience personas and editorial calendars
DESCRIPTION
In this webinar, we will go into detail about two key aspects of successful content marketing: - Understanding your audience and developing customer personas - Creating an editorial calendar to plan the topics you will cover, the resources you will need, and the publishing channels you will use After explaining the topic and its significance, Top Floor's content marketing experts will describe how we develop personas and create editorial calendars. We'll also give you a link to download the templates we use.TRANSCRIPT
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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What should a persona include?
Behaviors Priorities Influences Responsibilities Roles Processes Opinions Preferences
Not: Demographics Trivia Fluff
Optional: User story
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+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.
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+What kinds of personas should I develop? Buyers Users Prospects Job seekers Industry influencers Fans Service technicians Dealers/distributors Media
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+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
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+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
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+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
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+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.
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+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