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How can a content live up to customers expectation
- 1. Content Marketing Jan 30th 2017 Noriaki Tanaka How Can Content Marketing Live Up to Customers’ Expectations? - Road to Successful Content -
- 4. 1. Personas Defined Name ● Who is he/she? ● His/Her job title? ● What kind of company/industry ? ● What might her typical workday look like? Abstract → Specific
- 5. 2. Personas’ Needs Her preference? Purchase Behavior? Motivation? A/B Testing Sentiment Analysis One-On-One Interview
- 6. 3. Personas’ Journey TASK TASK TASK WALK START GOALPROCESS/TIME
- 7. 3. Personas’ Journey Find the nearest Store Go to the Store Choose A Coffee Pay for the Coffee Coffeeshopwebsite.com Mobile app Point-of-sales display Coffee Shop
- 8. 4. Create “Contents”: Case Study
- 9. 4. Create “Contents”: Case Study ● Have an interest in private pool ● Can’t imagine how much ● Don’t wanna select dishonest company ● Have no idea with the type ● Swimming Pool Planning ● Swimming Pool Construction ● Swimming Pool Maintenance ● Swimming Pool Fixing etc PersonaCompany
- 10. 4. Create “Contents”: Case Study
- 11. Enlighten prospective customers: How to Budget
- 12. Source: Content Marketing Institute - http://contentmarketinginstitute.com/what-is-content- marketing/?utm_source=searchpage&utm_medium=website&utm_campaign=searchla ndingpage - http://contentmarketinginstitute.com/2017/01/architect-content-strategy/ - http://contentmarketinginstitute.com/2015/04/content-marketing-personas/ - http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/ HubSpot - https://www.hubspot.com/customers/river-pools-and-spas - https://blog.hubspot.com/blog/tabid/6307/bid/17713/10-Blogging-Tactics-That- Increased-One-Business-Traffic-by-300.aspx#sm.0001jc47wu18ykd93rn581g6t60g9 Case Study: River Pool and Spas - https://www.hubspot.com/customers/river-pools-and-spas
- 13. ? ? ? ? ? ? ? ? ? ? ? ?? ? ?
Editor's Notes
- When it comes to a content, For me, it’s like a labyrinth. I am still thinking what would be a powerful content, and how can I build up the content, is it gonna be actually effective?
- When it comes to a content, For me, it’s like a labyrinth. I am still thinking what would be a powerful content, and how can I build up the content, is it gonna be actually effective?
- How to create Personas http://contentmarketinginstitute.com/2015/04/content-marketing-personas/ Perosona is a composite person, but ペルソナは集合体だけど、理想的な顧客を具体的にイメージすることから始める、 This might be helpful for your content because when you image a concrete person, you can be comfortable to consider the personal problems She or he have, which leads to dealing
- How to create Personas http://contentmarketinginstitute.com/2015/04/content-marketing-personas/ Perosona is a composite person, but ペルソナは集合体だけど、理想的な顧客を具体的にイメージすることから始める、
- Customer’s Journey http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/ After choosing customer journeys (goals), we broke them down into customer tasks that might require discrete pieces of content. For Faye’s get-a-cup-of-coffee journey, we listed these tasks (she wouldn’t necessarily do them in this order — customer journeys are rarely linear):
- Customer’s Journey http://contentmarketinginstitute.com/2016/11/map-customer-journey-template/
- Case Study: River Pool and Spas https://www.hubspot.com/customers/river-pools-and-spas I can’t imagine a pool in my house. What is the most important thing you really want to know about a private pool?
- Case Study: River Pool and Spas https://www.hubspot.com/customers/river-pools-and-spas
- Case Study: River Pool and Spas https://www.hubspot.com/customers/river-pools-and-spas What the prospective customers want to know is thoroughly organized.
- Case Study: River Pool and Spas https://www.hubspot.com/customers/river-pools-and-spas