Understanding Your Audience

  • Social Media: Is Your Content All Rhetoric?

    … as in the courtroom, you have to address and ideally refute the counter arguments put forward by the other side of the debate. If you understand the audience and have researched the viewpoints they might hold about the topic – something social media makes easier – you’ll know what the likely objections or criticisms to your message may be. Then you…

    Jonathan Crossfield/ Content Marketing Institutein Social Content- 19 readers -
  • 12 Ways You Screw Up Your Content Marketing

    … In the most recent CMI B2B research, 89% of respondents say they use content marketing. Yet, just 5% of respondents rated their content marketing strategy as “very effective,” and 64% label it as moderately or minimally effective. Just 5% of respondents rated their #contentmarketing strategy as very effective via @cmicontent. #research Click…

    Sujan Patel/ Content Marketing Institutein Social Content- 27 readers -
  • Why – and How – to Map Out Your Customers’ Journeys [Template]

    … team received a customer-journey map template. Click image to download Let’s say you’ve just received those three handouts. What would you do? Choose your key personas (Column 1) In our exercise, the first column, Persona, was completed: Business Traveler in one row, Student in another row. Starting with the customer may seem obvious, but content…

    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- 18 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- 20 readers -
  • The 3 Biggest Mistakes Marketers Make With Buyer Personas (2016 edition)

    …. After all, buying is the behavior marketers want to influence, so the first priority for personas is to understand the attitudes, decision criteria, and actions that cause buyers to perceive that one option is better than another. We often make the mistake of gathering buyer information that is either irrelevant or obvious. If your marketing team…

    Content Marketing Institute- 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- 22 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- 12 readers -
  • Data as Personalization: How to Turn Kryptonite Into Treasure

    … the word “personalization” when you talk big data. Big data affords you the opportunity to customize content for your target audiences (far beyond “Dear Jane”). It enables you to deliver the most relevant content to your audience members the way they want it, when they want it. That’s personalization. Now, put on your mining helmet. We’re going…

    Content Marketing Institute- 14 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- 23 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- 21 readers -
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