Build a relationship with your audience by changing the way you view them. Take your target audience personas from one dimensional to three dimensional.

1. Social business and
monitoring
Building Meaningful Relationships
@Cate
Presented by Cate Conroy
CEO, Concentric Content Marketing
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2. Real world question
How can I help my company’s bottom line
without alienating my audience?
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3. Stop thinking in one dimension.
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4. Mistargeting
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5. Understand your audience
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6. “Audience”
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7. Now:
Wendy Working Mom
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8. “Audience”
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“Smiths”

9. 1 Dimensional
Vs.
3 Dimensional
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Wendy Working Mom Vs. Smiths

10. How to get from one dimension to
three
1. Understand who they are.
2. Understand what they find valuable.
3. Measure how well you provide value.
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11. Get uncomfortable
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12. Personas  Content
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• Psychographic
• Challenges
• Wants
• Needs
Content Topics
Need
Help getting everyone
organized
10 Checklists That Will Get
Your Family Organized
Schedule Hacks: Get More
Done, Faster

13. Content Title generators
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http://www.portent.com/tools/title-maker/
http://www.inboundnow.com/apps/kill-writers-block/
http://www.hubspot.com/blog-topic-generator#/

14. @Cate
How does this fit into our
marketing?

15. Personas  Content
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• Socialgraphics
• Platforms
• Medium
• Device
Content Format
Large images or GIFs.Pinterest on a mobile
device.


16. Sales from social
3% 0%
97%
Facebook Twitter Pinterest
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17. @Cate
Canva.co
m

18. 3D Persona + Journey
Visitor Lead Customer
Johnsons
(Working Moms)
Organizational
Checklists
Personalized
Coupons
How-to
Workshops
Murphys
(Business
Owners)
Go green money
saving tips
Reminder to
order holiday
customer gifts
Discounts on
reoccurring
purchases
Smiths (Startup
CEOs)
Business
Templates
Business card
coupons
Timed reminders
to refill needed
items
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19. Ms. Smith’s Questions
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20. Types of evergreen content
• FAQs
• How To Guides
• Lists
• History posts
• Resources
• Reviews
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21. Evergreen content
• Evaluate existing content.
• Repeat what works.
• Rework what doesn’t.
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22. @Cate
How does this fit into our
marketing?

23. Get Your team on board.
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24. Get Your team on board
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=

25. Treat your co-worker like a customer
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26. Director of IT
• What does he or she need?
• What are his or her deep dark secrets?
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By 2017, CMOs will spend more on IT than
CIOs.
- Gartner, 2012

27. Stop thinking in one dimension.
@Cate
How can I help my company’s bottom line
without alienating my audience?

28. Questions?
@Cate
Cate Conroy
@Cate

29. Sources
• https://litmus.com/blog/mobile-opens-hit-
51-percent-android-claims-number-3-spot
• http://my.gartner.com/portal/server.pt%3Fo
pen%3D512%26objID%3D202%26mode
%3D2%26PageID%3D5553%26ref%3Dw
ebinar-rss%26resId%3D1871515
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