Diploma in Digital Marketing - GCD - Week2:: Content Marketing & Personas

1. Week 2 – Diploma Digital Marketing
Mapping Personas to Channels and
Content Marketing

2. Week 2
• Review and Identify Key Performance Indicators for B2C & B2B
campaigns.
• Review how to produce segmented audiences into digital
personas and how to target content and channel for each
identified persona.
• Review and examine class case studies of use of Objectives, KPIs,
and how the extent of content marketing strategies
• Analyse how class case studies of how their content will influence
customer behaviours and produce desired outcomes and
activations.
• Overview of Developing detailed content editorial plan targeted
at personas
• Measurement of content effectiveness

3. Objectives

4. Measurement Framework

5. Personas

6. Persona Definition
• Who they are in terms of demographics etc..
• What are there needs in relation to your business
• Where do they reside digitally
• What channels are you going to leverage
• What are there needs?
• How engaged are they?
• How aware are they of you?
• Do they have preconceived ideas about you?
• What do they perceive your brand tone, personality, voice to be?
• Do you solve problems for them? Utlility?
• How can you broaden your communications beyond product
• What is the value prop per persona per channel

7. B2B Buyer Cycle Intelligence

8. Buyer Cycle Intelligence
• Characteristics of best customers
– Who typically buys from you, who are least demading customers,
characteristics of easily and profitable closed sales
• Understanding the “Buyer Journey”
– Where did best leads come from, how do leads advance along the
funnel, which activities do your deals participate in (webinars,
demos etc..)
– How can you identify if a prospect has stalled
• Lead Qualification
– What are the specific characteristics of a marketing qualified lead
– What MQL (marekting qualified leads) typically convert
– What are the characteristics of leads that typcially need to go
through a nurturing programme

9. Relevant B2B Content

10. Persona Characteristics

11. Demographics

12. Psychographics

13. Psychographics Cont.

14. Business Relationship

15. Business Relationship

16. Emotional Characteristics

17. Goals/Needs/Attitudes

18. Exercise
What Personas, Channels and Content Do
They Target?

19. Personas, Channels, Content?
• Architects
• Baby Food FMCG
• Landscape Gardener
• Pharma Co making vaccines
• University
• Solicitors
• Camera Retailer
• Prominent Sporting Goods Retailer
• Photo/Videographer
• 4* Hotel based in Dublin, Laois, Galway
• Major High Street Builder/Home Improvement Provider
• Medical Scanning, MRI Company

20. Social Media Landscape

21. What should Your Content do
• Content = valuable and useful information NOT just canned
marketing messages
• Focus on what a customer needs rather than what you sell
– Address user needs in all published content
• Valuable communications is what differentiates you from
competition
• Marketers are publishers today – i.e. think like media co’s
• Customer relationships don’t end with a payment
– Use content to increase retention rates
• Without good content, community is impossible
• 90% of corporate websites talk about “How great they are”
• Buyers are more in control today than ever – not sales
organisations

22. Advantages
• Creates demand generation and awareness through value
add publishing
• Creates a less-frictional way of converting prospects into
sales
– When used in conjunction with lead management
systems
• Helps build long-term relationships rather than one-off sales
• Creates stickiness to your owned media assets (rather than
to paid ones)
• Once started, provides an ongoing process and framework
to control and publish valuable information

23. Types of Content for the Digital Marketer to
Consider

24. Website

25. TellHer.ie

26. Worldwide Cycles

27. Blogs

28. MicksGarage

29. Micks Garage - Blog

30. Marketing Experiments Blog

31. Marketo Blog

32. Social Networks

33. Social

34. Customised page

35. BT Care

36. HB Icecream

37. Professional Networks

38. Email

39. Video

40. BlendTec

41. BlendTec

42. Photos : Integrate with Blog, Website, etc.

43. Kogi BBQ

44. Photos

45. Instagram Photos

46. Webinars, Presentations, Whitepapers etc..

47. PPTs

48. Documentation

49. Integrated Case Studies

50. BMIBaby

51. BMI Baby #MySpain Instagram

52. #MySpain Statigram

53. 5000 Entries Later

54. HostelWorld.com

55. YouTube

56. Hostelworld Facebook

57. Twitter

58. OneFrameOfOne

59. Cmon & Kypski

60. C-Mon & Kypksi

62. Editorial Calendar

63. Editorial Calendar

64. Editorial Calendar

65. Questions & Answers

66. Contact Details
086 6070274
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie