Understanding Your Audience

    • Why – and How – to Map Out Your Customers’ Journeys [Template]

      In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I had only a fuzzy notion of what a customer-journey content map might look like, how to make one, and why anyone would bother. It turns out, this map looks like a spreadsheet. You make one by filling the cells.

      Content Marketing Institute- 4 readers -
  • 3 Tips to More Accurately Measure Your Content Effort

    …, attribution modeling, and segmentation can help you improve and more accurately measure your content marketing efforts. HANDPICKED RELATED CONTENT: 30+ Marketing Tools for Research, Engagement, Measurement, Workflow, and Visuals 1. Identify and document content goals with customer journey mapping Before getting into the more technical aspects…

    Content Marketing Institutein Content- 12 readers -
  • 3 Customer Research Tactics to Help Content Creation

    … As a marketer, you likely have a comprehensive marketing stack at your disposal — tools to help create compelling content, promote it, etc. But which tools help you understand the challenges of your audience? Companies that focus on their customers are 60% more profitable than “non-customer-centric” companies according to Deloitte. Companies…

    Tom Whatley/ Content Marketing Institutein Content- 13 readers -
  • The Content Marketing Book of Answers: Strategy & Planning

    … content to achieve the goals you’ve outlined. Include a summary of the specific goals, the value you expect your content to provide for your audience, and how your efforts will align with your company’s overarching marketing plan. Your personas: These composite sketches identify and characterize the audience segments to target with your content…

    Jodi Harris/ Content Marketing Institute- 13 readers -
  • How to Get Through to Lazy Buyer Brains

    …. When buyers don’t follow through on their intentions at Point B, they don’t buy your product. Instead, they buy a competitor’s product or they don’t buy at all. To gain a better understanding of how prospective memory works, Simon offers this example from her book, Impossible to Ignore: “Think of organizations that want to motivate us to bring…

    Content Marketing Institute- 6 readers -
  • Data as Personalization: How to Turn Kryptonite Into Treasure

    … Some marketers hear “big data” and their heads spin. They know it can be valuable, but it also can be a mess of multiple databases with divergent fields, formulas, and more. They see data as their marketing kryptonite. To see this kind of data as a treasure chest – as a means to be more effective in your content marketing – I suggest you use…

    Content Marketing Institute- 11 readers -
  • How to Build Buyer Personas That Build Sales

    … says, our dream is to inspire prospective customers to call our salespeople and say, “We want what your company talks about. Can you help?” Buyer personas, done well, lead to phone calls like that. (Like many of you who read this blog, Ardath has a B2B focus; when she says “buyer,” “customer,” or “audience” – terms often used interchangeably here…

    Content Marketing Institutein How To's- 21 readers -
  • Buyer Personas You Want to Use: The 9 Essential Parts

    … Ever been part of a team that skipped over creating personas to get to the “real work”? Or maybe you had personas, but everyone ignored them. Personas are easy to dismiss. The problem with ignoring personas – as Ardath Albee pointed out at the Intelligent Content Conference in her talk, How to Develop Audience Personas That You’ll Actually Use…

    Content Marketing Institute- 13 readers -
  • The Audience Takes Charge

    … is a member of the Global Advisory Board of Wharton’s Future of Advertising Program. This article originally appeared in the April issue of Chief Content Officer. Sign up to receive your free subscription to our bimonthly print magazine. Cover image by Joseph Kalinowski/Content Marketing Institute The post The Audience Takes Charge appeared first on Content Marketing Institute. …

    Kirk Cheyfitz/ Content Marketing Institute- 10 readers -
  • How Kindness Makes Your Content More Successful

    … with a chronic illness, or who need to stay safe from a violent ex – we can actually create experiences that work better for everyone. Kindness is a good strategy for your content – for your users and for your business. Kindness is a good strategy for your #content – for your users & for your business says @sara_ann_marie Click To Tweet Let’s look…

    Content Marketing Institutein Content How To's- 16 readers -
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