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Build a relationship with your audience by changing the way you view them. Take your target audience personas from one dimensional to three dimensional.
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@Cate
Social business and monitoring
Building Meaningful Relationships
Presented by Cate ConroyCEO, Concentric Content Marketing
@Cate
@Cate
Real world question
How can I help my company’s bottom line without alienating my audience?
@Cate
Stop thinking in one dimension.
@Cate
Mistargeting
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Understand your audience
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“Audience”
@Cate
Now:Wendy Working Mom
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“Audience”
“Smiths”
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1 Dimensional Vs.
3 Dimensional
Wendy Working Mom Vs. Smiths
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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.
@Cate
Get uncomfortable
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Personas Content
• Psychographic• Challenges• Wants• Needs
Content Topics
NeedHelp getting everyone organized
10 Checklists That Will Get Your Family Organized
Schedule Hacks: Get More Done, Faster
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Content Title generators
http://www.portent.com/tools/title-maker/http://www.inboundnow.com/apps/kill-writers-block/http://www.hubspot.com/blog-topic-generator#/
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How does this fit into our marketing?
@Cate
Personas Content
• Socialgraphics • Platforms• Medium• Device
Content Format
Large images or GIFs.Pinterest on a mobile device.
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Sales from social
Series1
3% 0%
97%
Facebook Twitter Pinterest
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Canva.com
@Cate
3D Persona + JourneyVisitor 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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Ms. Smith’s Questions
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Types of evergreen content
• FAQs• How To Guides• Lists• History posts• Resources• Reviews
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Evergreen content
• Evaluate existing content.• Repeat what works.• Rework what doesn’t.
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How does this fit into our marketing?
@Cate
Get Your team on board.
@Cate
Get Your team on board
=
@Cate
Treat your co-worker like a customer
@Cate
Director of IT
• What does he or she need?• What are his or her deep dark
secrets?
By 2017, CMOs will spend more on IT than CIOs.
- Gartner, 2012
@Cate
Stop thinking in one dimension.
How can I help my company’s bottom line without alienating my audience?
@Cate
Questions?
Cate Conroy@Cate
@Cate
Sources
• https://litmus.com/blog/mobile-opens-hit-51-percent-android-claims-number-3-spot
• http://my.gartner.com/portal/server.pt%3Fopen%3D512%26objID%3D202%26mode%3D2%26PageID%3D5553%26ref%3Dwebinar-rss%26resId%3D1871515
