How to define your buyer personas and what they want. How to re-use and re-purpose your existing content and more. More hints on content marketing at http://www.technoledge.com.au/b2b-blog.

1. CONTENT
STOCKTAKE
How to re-use what you have
to give targets what they want

2. It’s easy. Ask yourself a few questions:
Who are your targets?
What do they want?
What do you have now?
How can you re-use it?
What’s missing?

3. Who are your targets?
Who is involved across the sales cycle?
Not just titles.
Each is a person with goals, dreams
and worries that keep him/her
awake at night = buyer persona.
CIO, IT Mgr, Others?

4. e.g. BUYER PERSONA = CIO
Male/female
Too busy to take calls
Do their own research
Want to:
• fulfil biz needs via technology
• add value, do more with less
• be promoted, successful
What are they like?

5. Will the technology support their goals?
What’s the business case?
What’s the risk (could it fail)?
e.g. BUYER PERSONA = CIO
What are they worried about?

6. What he wants
e.g. BUYER PERSONA = CIO
What do they want?
Objective, impartial advice on:
• how their goals will be achieved
• how the biz case stacks up
• the real risks

7. Blog posts
Social media
White Papers
FAQ
Problem-solving guides
Risk assessments
Demos
e.g. BUYER PERSONA = CIO
What should you give them?
Focus on how to
ease their worries
(not sell your
product)

8. What do you have?
Buyer
Persona
Attract
& Engage
Inform & Show Convince
& Close
Grow
CIO Website, SEO White papers, spec
sheets, screen shots
Case
studies,
proposals
Email
database,
data sheets
Buyer
Persona
Attract
& Engage
Inform & Show Convince
& Close
Grow
CIO Blog, social
media (they
find you)
FAQ, ROI & problem
solving guides, risk
assessments, demos
Industry
case studies
with ROI
and risk
How to get
more value,
functions,
benefits
What’s missing?

9. What can be updated, put into new formats?
Industry specific CS with ROI & risk, FAQ,
How to get more value, references to call
White
papers>
blog, social media, Slideshares, ROI,
problem solving, risk assessment guides
Spec
sheets>
Demos, FAQ,
Slideshares
Case
Studies>
Screen
shots>
Demos,
Slideshares

10. Buyer
Persona
Attract
& Engage
Inform & Show Convince
& Close
Grow
CIO Blog posts,
social
media
White papers, FAQ,
problem-solving, risk
assessment, demos
Case studies,
references
How to get
more value,
functions,
benefits
IT Mgr
Other
Fill out for all buyer personas
Do others want similar content?
Could it be tweaked to their personas?

11. Set a content schedule
Who Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1 WP PSG RAG VG WP PSG RAG VG
2 ROI Dmo Dmo Dmo ROI
3 CS SS CS SS CS SS CS SS
Events E1 E2 E3 E4
Start small
Share the load
Don’t take on too much

12. Customers who
rave about you
Contacts who
don’t know you
How can you make their
journeys smoother, faster,
more enjoyable?
Track & tweak: are there any bottlenecks?

13. Call us
(02) 9909 0246
info@technoledge.com.au
Check us out
www.technoledge.com.au
Follow us
Need a hand?