SlideShare une entreprise Scribd logo
1  sur  16
Télécharger pour lire hors ligne
A – Z of
                                            CONTENT
                                            MARKETING
                                            A is for
                                            Audience
mcm2, Nantwich, Cheshire - www.mcm2.co.uk
                                                        Confidential mcm2
This is the first in a 26 long series of
presentations – hopefully it will give you a
good breakdown of content marketing.

How it works, how to do it, and what the
benefit is for your business.

Done well, content marketing can generate
high quality leads, traffic and business, over an
extended period.

Done badly, it can be an all consuming waste
of time.




                                               Confidential mcm2
A is for Audience.
As diverse a bunch of people as you
can imagine.
To start with just think about all the
people who live in the same street as
you.
They share the same postcode, but
they like different things, watch
different things on TV, read different
books.
Your audience for content marketing
is wider and far more diverse.




                                   Confidential mcm2
Your Content Strategy sits here.

                        What they
       What you         need to
       need to tell     know
       people
   Business                           Audience
       What you           What they

       want to tell       want to
       people             hear




                                                 Confidential mcm2
Your Content Strategy sits here.

                               What they
          What you             need to
           need to tell
Your strategy sits where the   know
           people
 needs and wants of your
business overlap the needs
     Business                                Audience
     and wants of your           What they
          What you
         audience.
         want to tell            want to
         people                  hear




                                                        Confidential mcm2
Your Content Strategy sits here.

                        What they
                       If what you are doing is not
       What you          need to
                        firmly based on what your
       need to tell      know
                        business needs and wants
       people               to tell people, then it
   Business                           Audience
                       cannot serve any long term
       What you
                        purpose. Marketing that is
                            What they
                           not based on what the
       want to tell         want to
                       business needs is marketing
       people               hear toss!




                                                  Confidential mcm2
Your Content Strategy sits here.
  If what you are doing is not
        based on what the
                                    What they
     audience wants to hear,
     then What you the point?
           what is                  need to
           need to to
 If they don’t need tell hear it,   know
      or want to hear it then
           people
     chances are they won’t.
     Business                                     Audience
    So the trick is to find that
   point What you
          of overlap. Once you        What they

          want to then start
 have that you cantell                want to
   to grow your message and
          people                      hear
   pull your audience over so
    that they area of overlap
    increases in your favour.




                                                             Confidential mcm2
So, since A is for Audience, lets start with
them, how can we work out what they
need and want to hear?

We go through a simple process;
• Who are they?
• What are they currently engaging with?
• What do they need to hear?
• What do they want to know?




                                          Confidential mcm2
What do they
 Who are they?
                    need to hear?




  What are they
                    What do they
currently engaged
                    want to know?
      with?


                                    Confidential mcm2
Age band

                                           Gender

     Who are they?                            Location

                                              Education Level

                                               Industry Segment


We know that everyone is different,                 Etc. Etc. Etc.
 and some markets are wider than
     others. But a few minutes
determining the centre of gravity for
  your product is worthwhile. You
 might find that you actually have a
number of centres of gravity – with a
   number of core audiences, so
  perhaps you need a number of
    tactics within your strategy.
                                                                     Confidential mcm2
What are your competitors doing?          What news stories are there?

What podcasts in your market are there?       What blogsites are there?

      What videos are out there?          What is being said on social media?

  What presentations are out there?       What specialist forums are there?


                                                   Produce a mind map of the
                                                information that is currently out
                                                 there. By subject and medium.
                                                Unless the market is completely
                                                 empty, and no one is engaging
     What are they                                 with anything there will be
   currently engaged                             people currently engaging with
                                                   content. What is it they are
         with?                                     reading, watching, listening
                                                  too? What do you think of it?



                                                                            Confidential mcm2
What do they ask your sales team?

           What questions are they asking?

         What do they talk about over lunch?

  What questions come up with customer services?



 You need to produce a list of things
  that people are interested in, that
 are related to your industry. It does
not have to be directly related, it can
  be tangential, but a good place to
 start is by looking at what they are
asking your team. What do they chat
                                                   What do they
  about in reception? Over lunch, in               want to know?
     the small talk on the phone?
 You need somewhere to start, once
    you get going we can get more
sophisticated by asking them directly
        as part of the strategy.
                                                                   Confidential mcm2
Safety information?

           Specifications?

         Good news stories?                             What do they
   Industry information and stats?                      need to hear?
   Customer service information?

          Location details?

          Staff and Stories?



 You can turn what they need to hear into content that they
can engage with. That way you can link it to information you
   want them to know, and things that they want to hear.

Once they know that they need to know something you can
               capitalise upon this need.
                                                                        Confidential mcm2
Once you have a view of your audience you
 can start to formulate your strategy. You can
  start to look at what you are going to do to
               engage with them.
If you don’t start with your audience then it is
highly likely that your strategy will not address
     their real needs and so will not work!




                                                    Confidential mcm2
If you want to find out more about how
we believe content marketing can help,
   and how it should be done, visit our
     blog on www.mcm2.co.uk/blog.

We would really like to know what you
       think, so email us on
       martin@mcm2.co.uk

 We also have a quick test to see how
  good your content strategy is at -
    http://www.mcm2.co.uk/test




                                          Confidential mcm2
Remember;

If you always do what you've always
done you will always get what you've
             always got.

       Unless things change.

The world of marketing has changed
  and we need to change with it.




                                       Confidential mcm2

Contenu connexe

En vedette

Ux checklist
Ux checklistUx checklist
Ux checklistWayne Pau
 
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.Wayne Pau
 
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingUofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingWayne Pau
 
Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Wayne Pau
 
Understanding the Audience
Understanding the AudienceUnderstanding the Audience
Understanding the Audiencederekbjenkins
 
Design Thinking: User Empathy
Design Thinking: User EmpathyDesign Thinking: User Empathy
Design Thinking: User EmpathyWayne Pau
 
The Making of a Digital Strategy
The Making of a Digital StrategyThe Making of a Digital Strategy
The Making of a Digital StrategyBill Rattner
 

En vedette (9)

Ux checklist
Ux checklistUx checklist
Ux checklist
 
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
 
Islas griegas
Islas griegasIslas griegas
Islas griegas
 
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingUofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
 
Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2
 
Know Your Audience (Powerpoint)
Know Your Audience (Powerpoint)Know Your Audience (Powerpoint)
Know Your Audience (Powerpoint)
 
Understanding the Audience
Understanding the AudienceUnderstanding the Audience
Understanding the Audience
 
Design Thinking: User Empathy
Design Thinking: User EmpathyDesign Thinking: User Empathy
Design Thinking: User Empathy
 
The Making of a Digital Strategy
The Making of a Digital StrategyThe Making of a Digital Strategy
The Making of a Digital Strategy
 

Similaire à The A-Z of content marketing - A is for Audience

30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
 
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Thomas Marzano
 
Sales influencer
Sales influencerSales influencer
Sales influencerSalesLoft
 
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!mlmner
 
3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
 
Know Your Customer: Social Media World Forum London 2012
Know Your Customer: Social Media World Forum London 2012Know Your Customer: Social Media World Forum London 2012
Know Your Customer: Social Media World Forum London 2012Meltwater Buzz
 
30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketing30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketingAnders Lindgren
 
Defining Your Audience: Make Your Clients Fall in Love
Defining Your Audience: Make Your Clients Fall in LoveDefining Your Audience: Make Your Clients Fall in Love
Defining Your Audience: Make Your Clients Fall in LoveDuo Consulting
 
Cluster insights , Socially Enable Customer Insights
Cluster insights , Socially Enable Customer InsightsCluster insights , Socially Enable Customer Insights
Cluster insights , Socially Enable Customer InsightsJorge Araluce
 
EyeforTravel - Social Media Strategies for Travel USA 2008
EyeforTravel - Social Media Strategies for Travel USA 2008EyeforTravel - Social Media Strategies for Travel USA 2008
EyeforTravel - Social Media Strategies for Travel USA 2008EyeforTravel
 
Marketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneursMarketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneursRobyn Lambrick
 
Know Your Customer ppt #smwf 2012
Know Your Customer ppt #smwf 2012Know Your Customer ppt #smwf 2012
Know Your Customer ppt #smwf 2012DanPurvis77
 
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdfJos Schuurmans
 
Consumer engagement through social media quick lessons 4rm gt bank
Consumer engagement through social media   quick lessons 4rm gt bankConsumer engagement through social media   quick lessons 4rm gt bank
Consumer engagement through social media quick lessons 4rm gt bankDeola Kayode
 
How to Create a Social Media Strategy That Works
How to Create a Social Media Strategy That WorksHow to Create a Social Media Strategy That Works
How to Create a Social Media Strategy That WorksDarrian Wright
 
Session 2 - Old & New Rules of PR and Marketing
Session 2 - Old & New Rules of PR and MarketingSession 2 - Old & New Rules of PR and Marketing
Session 2 - Old & New Rules of PR and MarketingNena Brodjonegoro
 
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...Tuvel Communications
 

Similaire à The A-Z of content marketing - A is for Audience (20)

Relm
Relm Relm
Relm
 
30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?
 
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Followers, Fans and Fairytale Endings: How to Monetize Social Media.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.
 
Sales influencer
Sales influencerSales influencer
Sales influencer
 
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!
Benefits of Vertical Fame: 10 Reasons Why You Should Niche Now!
 
3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?
 
Relm May 2017
Relm May 2017Relm May 2017
Relm May 2017
 
Know Your Customer: Social Media World Forum London 2012
Know Your Customer: Social Media World Forum London 2012Know Your Customer: Social Media World Forum London 2012
Know Your Customer: Social Media World Forum London 2012
 
30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketing30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketing
 
Marketing guide for Startups
Marketing guide for StartupsMarketing guide for Startups
Marketing guide for Startups
 
Defining Your Audience: Make Your Clients Fall in Love
Defining Your Audience: Make Your Clients Fall in LoveDefining Your Audience: Make Your Clients Fall in Love
Defining Your Audience: Make Your Clients Fall in Love
 
Cluster insights , Socially Enable Customer Insights
Cluster insights , Socially Enable Customer InsightsCluster insights , Socially Enable Customer Insights
Cluster insights , Socially Enable Customer Insights
 
EyeforTravel - Social Media Strategies for Travel USA 2008
EyeforTravel - Social Media Strategies for Travel USA 2008EyeforTravel - Social Media Strategies for Travel USA 2008
EyeforTravel - Social Media Strategies for Travel USA 2008
 
Marketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneursMarketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneurs
 
Know Your Customer ppt #smwf 2012
Know Your Customer ppt #smwf 2012Know Your Customer ppt #smwf 2012
Know Your Customer ppt #smwf 2012
 
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf
2022-08-09 Online branding _ Jos Schuurmans - cluetail.com.pdf
 
Consumer engagement through social media quick lessons 4rm gt bank
Consumer engagement through social media   quick lessons 4rm gt bankConsumer engagement through social media   quick lessons 4rm gt bank
Consumer engagement through social media quick lessons 4rm gt bank
 
How to Create a Social Media Strategy That Works
How to Create a Social Media Strategy That WorksHow to Create a Social Media Strategy That Works
How to Create a Social Media Strategy That Works
 
Session 2 - Old & New Rules of PR and Marketing
Session 2 - Old & New Rules of PR and MarketingSession 2 - Old & New Rules of PR and Marketing
Session 2 - Old & New Rules of PR and Marketing
 
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
 

Dernier

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfRobertPhillips265023
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshopP&CO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 

Dernier (20)

WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshop
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Deira Dubai Call Girls +971552825767 Call Girls In Downtown Dubai
Deira Dubai Call Girls +971552825767 Call Girls In Downtown DubaiDeira Dubai Call Girls +971552825767 Call Girls In Downtown Dubai
Deira Dubai Call Girls +971552825767 Call Girls In Downtown Dubai
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 

The A-Z of content marketing - A is for Audience

  • 1. A – Z of CONTENT MARKETING A is for Audience mcm2, Nantwich, Cheshire - www.mcm2.co.uk Confidential mcm2
  • 2. This is the first in a 26 long series of presentations – hopefully it will give you a good breakdown of content marketing. How it works, how to do it, and what the benefit is for your business. Done well, content marketing can generate high quality leads, traffic and business, over an extended period. Done badly, it can be an all consuming waste of time. Confidential mcm2
  • 3. A is for Audience. As diverse a bunch of people as you can imagine. To start with just think about all the people who live in the same street as you. They share the same postcode, but they like different things, watch different things on TV, read different books. Your audience for content marketing is wider and far more diverse. Confidential mcm2
  • 4. Your Content Strategy sits here. What they What you need to need to tell know people Business Audience What you What they want to tell want to people hear Confidential mcm2
  • 5. Your Content Strategy sits here. What they What you need to need to tell Your strategy sits where the know people needs and wants of your business overlap the needs Business Audience and wants of your What they What you audience. want to tell want to people hear Confidential mcm2
  • 6. Your Content Strategy sits here. What they If what you are doing is not What you need to firmly based on what your need to tell know business needs and wants people to tell people, then it Business Audience cannot serve any long term What you purpose. Marketing that is What they not based on what the want to tell want to business needs is marketing people hear toss! Confidential mcm2
  • 7. Your Content Strategy sits here. If what you are doing is not based on what the What they audience wants to hear, then What you the point? what is need to need to to If they don’t need tell hear it, know or want to hear it then people chances are they won’t. Business Audience So the trick is to find that point What you of overlap. Once you What they want to then start have that you cantell want to to grow your message and people hear pull your audience over so that they area of overlap increases in your favour. Confidential mcm2
  • 8. So, since A is for Audience, lets start with them, how can we work out what they need and want to hear? We go through a simple process; • Who are they? • What are they currently engaging with? • What do they need to hear? • What do they want to know? Confidential mcm2
  • 9. What do they Who are they? need to hear? What are they What do they currently engaged want to know? with? Confidential mcm2
  • 10. Age band Gender Who are they? Location Education Level Industry Segment We know that everyone is different, Etc. Etc. Etc. and some markets are wider than others. But a few minutes determining the centre of gravity for your product is worthwhile. You might find that you actually have a number of centres of gravity – with a number of core audiences, so perhaps you need a number of tactics within your strategy. Confidential mcm2
  • 11. What are your competitors doing? What news stories are there? What podcasts in your market are there? What blogsites are there? What videos are out there? What is being said on social media? What presentations are out there? What specialist forums are there? Produce a mind map of the information that is currently out there. By subject and medium. Unless the market is completely empty, and no one is engaging What are they with anything there will be currently engaged people currently engaging with content. What is it they are with? reading, watching, listening too? What do you think of it? Confidential mcm2
  • 12. What do they ask your sales team? What questions are they asking? What do they talk about over lunch? What questions come up with customer services? You need to produce a list of things that people are interested in, that are related to your industry. It does not have to be directly related, it can be tangential, but a good place to start is by looking at what they are asking your team. What do they chat What do they about in reception? Over lunch, in want to know? the small talk on the phone? You need somewhere to start, once you get going we can get more sophisticated by asking them directly as part of the strategy. Confidential mcm2
  • 13. Safety information? Specifications? Good news stories? What do they Industry information and stats? need to hear? Customer service information? Location details? Staff and Stories? You can turn what they need to hear into content that they can engage with. That way you can link it to information you want them to know, and things that they want to hear. Once they know that they need to know something you can capitalise upon this need. Confidential mcm2
  • 14. Once you have a view of your audience you can start to formulate your strategy. You can start to look at what you are going to do to engage with them. If you don’t start with your audience then it is highly likely that your strategy will not address their real needs and so will not work! Confidential mcm2
  • 15. If you want to find out more about how we believe content marketing can help, and how it should be done, visit our blog on www.mcm2.co.uk/blog. We would really like to know what you think, so email us on martin@mcm2.co.uk We also have a quick test to see how good your content strategy is at - http://www.mcm2.co.uk/test Confidential mcm2
  • 16. Remember; If you always do what you've always done you will always get what you've always got. Unless things change. The world of marketing has changed and we need to change with it. Confidential mcm2