1. Week 2 – Diploma Digital Marketing
Mapping Personas to Channels and
Content Marketing
2. Week 2
• Review and Identify Key Performance Indicators for B2C & B2B
campaigns.
• Review how to produce segmented audiences into digital
personas and how to target content and channel for each
identified persona.
• Review and examine class case studies of use of Objectives, KPIs,
and how the extent of content marketing strategies
• Analyse how class case studies of how their content will influence
customer behaviours and produce desired outcomes and
activations.
• Overview of Developing detailed content editorial plan targeted
at personas
• Measurement of content effectiveness
6. Persona Definition
• Who they are in terms of demographics etc..
• What are there needs in relation to your business
• Where do they reside digitally
• What channels are you going to leverage
• What are there needs?
• How engaged are they?
• How aware are they of you?
• Do they have preconceived ideas about you?
• What do they perceive your brand tone, personality, voice to be?
• Do you solve problems for them? Utlility?
• How can you broaden your communications beyond product
• What is the value prop per persona per channel
8. Buyer Cycle Intelligence
• Characteristics of best customers
– Who typically buys from you, who are least demading customers,
characteristics of easily and profitable closed sales
• Understanding the “Buyer Journey”
– Where did best leads come from, how do leads advance along the
funnel, which activities do your deals participate in (webinars,
demos etc..)
– How can you identify if a prospect has stalled
• Lead Qualification
– What are the specific characteristics of a marketing qualified lead
– What MQL (marekting qualified leads) typically convert
– What are the characteristics of leads that typcially need to go
through a nurturing programme
19. Personas, Channels, Content?
• Architects
• Baby Food FMCG
• Landscape Gardener
• Pharma Co making vaccines
• University
• Solicitors
• Camera Retailer
• Prominent Sporting Goods Retailer
• Photo/Videographer
• 4* Hotel based in Dublin, Laois, Galway
• Major High Street Builder/Home Improvement Provider
• Medical Scanning, MRI Company
21. What should Your Content do
• Content = valuable and useful information NOT just canned
marketing messages
• Focus on what a customer needs rather than what you sell
– Address user needs in all published content
• Valuable communications is what differentiates you from
competition
• Marketers are publishers today – i.e. think like media co’s
• Customer relationships don’t end with a payment
– Use content to increase retention rates
• Without good content, community is impossible
• 90% of corporate websites talk about “How great they are”
• Buyers are more in control today than ever – not sales
organisations
22. Advantages
• Creates demand generation and awareness through value
add publishing
• Creates a less-frictional way of converting prospects into
sales
– When used in conjunction with lead management
systems
• Helps build long-term relationships rather than one-off sales
• Creates stickiness to your owned media assets (rather than
to paid ones)
• Once started, provides an ongoing process and framework
to control and publish valuable information