5. #Concept2Close
Agenda
• Content
Crea0on
Challenges
• Campaign
Fuel
Stops
• Growing
Role
of
Idea0on
• Planning
Before
Publishing
• Mapping
Content
to
Personas
• Case
Study
15. #Concept2Close
Step
1:
Define
the
Campaign
What are the objectives
for the campaign (e.g.
how will it be measured)?
Which target markets
will the campaign attempt
to influence?
16. #Concept2Close
Step
2:
Describe
the
Target
Personas
Specifically identify
the different
personas that
influence the
purchase decision
that this campaign
will target
Thoroughly investigate and
document the objectives and
pains that will motivate each
target’s investment in your
product or service
Dig a little deeper
to identify themes
that are top of
mind with each
persona to help
inform both
content and
promotions
Warning:
This
is
the
hard
part!
Without
comple0ng
this
part
of
the
process,
it
was
like
marke0ng
in
the
dark…
17. #Concept2Close
Step
3:
Map
Content
to
Personas
Map specific content assets to
each persona’s questions
(both existing assets and
those that need to be created)
Identify the types
of content that will
help answer each
persona’s
questions during
every phase of
the buying cycle
For assets that need to be
created, assign owners and
due dates to ensure your
campaign will have the
content required to answer
each persona’s questions
19. #Concept2Close
Case
Study:
The
Rise
of
the
SoMoLo
Shopper
Building Awareness, Brand Equity,
and Demand via Research-based
Content Marketing
20. #Concept2Close
The
Back
Story:
Commerce
in
Mo7on
Primary Objectives:
Build brand Reputation as Thought Leader/Visionary
Generate Awareness
Drive Engagement