- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
How to Create The Most Memorable Content Experience презентация
Содержание
- 2. Who We Are Eric MacColl Marketing Director
- 3. @GetScripted @Uberflip #ContentExperience Tweet With Us!
- 4. Before you can create an amazing content experience, you need to know your audience.
- 5. Dinner Party…
- 6. You need to know what your guests
- 7. In order to find an audience, you
- 8. Develop Content & Buyer Personas
- 9. Building Buyer Personas Background: Age, gender, job
- 10. Buyer Personas by Stages
- 11. Get Info On Your Audience
- 12. We’ve Found Titles As The Most Important
- 13. Continue to refine who your target audience is.
- 14. “People who are trying to hire writers”
- 15. Develop Content Around These Personas
- 16. How Did We Evolve Our Content and Audience? Google Analytics Buzzsumo LinkedIn
- 17. Google Analytics What industries are people most interested in seeing content for?
- 18. Google Analytics
- 19. Google Analytics What are people searching for
- 20. Google Analytics What are your most visited
- 21. Buzzumo
- 22. LinkedIn What content resonates with your target audience?
- 23. LinkedIn Promote the same content to three different audiences to see what resonates best.
- 24. Transition Slide
- 28. PUBLISH.
- 29. PUBLISH. ALL OF THE TIME.
- 30. GET LINKS.
- 31. GET LINKS. FROM ALL THE PLACES.
- 32. There are over 152,000,000 (!)
- 33. 56,520 free eBooks were published last year Source: BuzzSumo Search
- 34. Guides White Papers Webinars Etc. etc. etc…
- 35. People (and Google) Said “Stop It”
- 36. We Need Better Content, Not More Content
- 37. “Great content is useful, inspired and pathologically
- 38. ( Marketing Existentialism) If
- 39. “Content is king, but distribution is queen
- 44. And then you send them to your backyard. #fail
- 45. Lost subscribers Lost leads Lost customers Lost revenue Wave Goodbye
- 46. HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
- 47. Scanable Actionable Shareable Scalable You-oriented SASSY
- 48. SCANABLE Easy To Read Well Formatted Instant value
- 49. Easy to read (font / size)
- 50. Subheads Paragraphs aren’t too long
- 51. ACTIONABLE Create an Engagement Path Include Calls-to-Action
- 52. Learn from Ikea! Where should people go
- 53. Calls-to-Action Clarity Context Targeting
- 54. CLARITY Is the action and value obvious?
- 55. CONTEXT
- 56. …is everything.
- 57. ☹
- 58. ☺
- 59. TARGETING
- 60. ☹ Generic
- 61. ☺ Targeted
- 62. SHARABLE Is it worth sharing? Is it
- 63. Does your content experience scale to any screen size? SCALABLE
- 64. No? Feel the wrath of Google and sacrifice conversion rates.
- 65. Is there value for the individual? Is
- 66. Your Content Top of the Funnel
- 67. KEY TAKEAWAYS You must know your audience
- 68. Q&A THANK YOU!
Who We Are Eric MacColl Marketing Director Nicole Karlis Content Manager Hana Abaza VP of Marketing
Слайд 2Who We Are
Eric MacColl
Marketing Director
Nicole Karlis
Content Manager
Hana Abaza
VP of Marketing
Слайд 6You need to know what your guests like so they don’t
leave unsatisfied …
The same applies to content marketing
Слайд 7In order to find an audience, you have to first understand
them, learn who they are, what their days are like, and spend some time in their shoes.
— Andy Smith, Author of ‘The Dragonfly Effect’
Слайд 9Building Buyer Personas
Background: Age, gender, job title, income.
Information Sources: Where do
they get their content? Which formats do they prefer?
Objections: Where might they object to your product if put through the sales process?
Pain Points: What are the customer’s frustrations with products and services in your industries?
Free Time: What are their hobbies, favorite movies and TV shows?
Educational background: What’s their highest level of schooling? What did they study?
Purchasing Decision Making: How do they rank their preferences when they’re evaluating a potential purchase? Price? Quality? Durability?
Objections: Where might they object to your product if put through the sales process?
Pain Points: What are the customer’s frustrations with products and services in your industries?
Free Time: What are their hobbies, favorite movies and TV shows?
Educational background: What’s their highest level of schooling? What did they study?
Purchasing Decision Making: How do they rank their preferences when they’re evaluating a potential purchase? Price? Quality? Durability?
Слайд 12We’ve Found Titles As The Most Important Signal
Know who’s interested in
your product
Know which content they’re consuming the most
Target others like them
Know which content they’re consuming the most
Target others like them
Слайд 14“People who are trying to hire writers”
“Marketers and Business Owners Who
Need Written Content”
“Content Marketers and Business Owners Who Need Help With Content Marketing and Content Creation”
By specific industries:
Content Marketers, Digital Marketers, Agencies, Business Owners, and Social Media Marketers Who Need Help With Content Marketing and Content Creation
2012
2015
Слайд 19Google Analytics
What are people searching for on your site?
What content
can you create that your audience is having a hard time getting to?
Слайд 37“Great content is useful, inspired and pathologically empathetic to the needs
of the people you’re
trying to reach .”
Ann Handley, CCO at Marketing Profs
& Author of Everybody Writes
trying to reach .”
Ann Handley, CCO at Marketing Profs
& Author of Everybody Writes
We Need Better Content, Not More Content
Слайд 39“Content is king, but distribution is queen and she wears the
pants.”
Jonathan Perelman, Vice President at Buzzfeed
Jonathan Perelman, Vice President at Buzzfeed
Слайд 52Learn from Ikea!
Where should people go next?
Recommend Content
Encourage Comments
Include Call-to-actions
CREATE
AN ENGAGEMENT PATH
Слайд 62SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you
asking them to share it?
Слайд 65Is there value for the individual?
Is it personalized?
Can they find what
they want?
Is the experience tailored?
Is the experience tailored?
YOU-ORIENTED
Слайд 66Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By
Topic
By Type
By Vertical
By Persona
By Type
By Vertical
By Persona
Easy for your audience and your team to find.
Слайд 67KEY TAKEAWAYS
You must know your audience before creating an experience
Scanable, Actionable,
Shareable, Scalable, You-Oriented
Clear, Contextual, Targeted CTAs
Organize and Tailor the Content Experience
Optimize (and test) the User Experience
Clear, Contextual, Targeted CTAs
Organize and Tailor the Content Experience
Optimize (and test) the User Experience
