1. DR.WALID ELETRIBY

2.  Segmentation
 Buyer personas
 Content marketing strategy
 Content plan
◦ Definition & importance
◦ How to
◦ Example

4. The process of breaking of buyers into groups
that are different from each other but internally
similar

5. Segmentation ,Targeting and Positioning

7. Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral

8.  Buyers are divided into different groups on
the basis of psychological/personality traits,
lifestyle, or values.
 People within the same demographic group
can exhibit very different psychographic
profiles.

9. Different levels of resources
enhance or constrain a person’s
expression of his or her primary
motivation

10. The four groups with higher resources are:
 1. Innovators—Successful, sophisticated, active, “take-
charge” people with high self-esteem. Purchases often
reflect cultivated tastes for relatively upscale, niche-
oriented products and services.
 2. Thinkers—Mature, satisfied, and reflective people
motivated by ideals and who value order, knowledge, and
responsibility. They seek durability, functionality, and
value in products.
 3. Achievers—Successful, goal-oriented people who focus
on career and family. They favor premium products that
demonstrate success to their peers.
 4. Experiencers—Young, enthusiastic, impulsive people
who seek variety and excitement. They spend a
comparatively high proportion of income on fashion,
entertainment, and socializing

11.  The four groups with lower resources are:
 1. Believers—Conservative, conventional, and
traditional people with concrete beliefs. They prefer
familiar, U.S.-made products and are loyal to
established brands.
 2. Strivers—Trendy and fun-loving people who are
resource-constrained. They favor stylish products
that emulate the purchases of those with greater
material wealth.
 3. Makers—Practical, down-to-earth, self-sufficient
people who like to work with their hands.They seek
U.S.-made products with a practical or functional
purpose.
 4. Survivors—Elderly, passive people concerned about
change and loyal to their favorite brands.

12.  Marketers divide buyers into groups on the
basis of
1. Knowledge
2. Attitude
3. Use
4. Response to a product.

13. Target Market
Unaware Aware
TriedNot Tried
Rejected
Favorable
Opinion
Neutral
Negative
Opinion
Repeated
Not Yet
Repeated
SwitcherLoyal to Brand
Light User Regular User Heavy user
Behavioral
Segmentation
Breakdown

15.  Buyer personas are fictional, generalized
representations of your ideal customers

16. Buyer Persona

17.  They help you understand your customers
better and tailor content to the specific
needs, behaviors, and concerns of different
types of personas.

18.  The strongest buyer personas are based on
market research and insights from your
actual customer base .
 Done through surveys, interviews and so on.

19.  Contacts database to uncover trends about
how certain leads or customers find and
consume your content.
 Forms to use on your platforms, use form
fields that capture important persona
information.
◦ For example
ask each lead for information about company size on
your forms.

20.  Sales team's feedback on the leads they're
interacting with most.
◦ What generalizations can they make about the
different types of customers you serve best?
 Interview customers and prospects.

26. Buyer Journey

29.  For each team develop buyer personas
profiles for selected product or services
 Write down all the data concerning this
personas.
 30 min

31. Content marketing
is a marketing technique of creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action

32.  It is the opposite of advertising
 It is not a tactic
 It has to be a mind-set.

33. Why are companies using CM?
 Increasing brand awareness
 Lead generation
 Converting leads into customers
 Building the image as the industry leader
 Customer engagement
 Customer retention
 Website traffic
 Sales

34. Extra benefits of using CM
 More inbound approach
 Customer engagement and innovation
 Search Engine Optimization
 Development of knowledge culture
 Better use of company resources

35. 1. Blog
2. Branch guide /
folder
3. Social media
4. Case study
5. Webinar
6. Online transmission
7. Video publication
8. Sponsored article
9. Newsletter
10. Online presentation
11. Mobile application
12. Infographic
13. E-Book
14. Whitepaper
15. In-person event

37.  7 steps
1. Analyze Your Company’s business
2. Typical customer
3. Goals
4. Content marketing mix
5. Timetable
6. Team
7. Budget

42.  To be successful at inbound marketing,
companies need to invest in content
 The amount of content being produced by
marketers increased by 69% of B2C and 70%
of B2B.

43. 1. Complete a SWOT analysis on your content
marketing efforts and develop a plan to
improve them.
2. Define the right objectives and KPIs for that
plan
3. Brainstorm content ideas and find the gap
in what you and/or your competitor's are
not covering
4. Create a timeline for your content plans

45. Strengths Weaknesses
Company image is reflected
on current social media
Videos
Photos of the environment
and food
Easy access to menus, prices
and promotions
Low consumer engagement
Little activity on their social
media pages
No active conversations
Low amount of followers
Neglecting some of the other
big social medias
opportunity threats
Partnering with the
University
of Washington.
Cross-promotion by
partnering with other
companies.
Other popular social media
websites
Other similar businesses in
the market - competition.
Little recognition.
Only two locations.
Message misinterpretation.

48. 1. Sell - Grow sales.
2. Speak - Get closer to customers through
dialogue and participation.
3. Serve - Add value
4. Save - Save costs
5. Sizzle - Extending your brand online

54.  Concept with mind
 Contents are
◦ Deeply researched, useful and meaningful
◦ It solves problem in a profound way
 How to hit the goal
By extremely shallow educational pieces missed

55. This step focuses on identifying any possible
gaps in your current content marketing efforts.

57.  Concept with the news
 Contents related to
◦ Something current newsworthy or trending
 How to hit the goal
Do not reiterate the news ,find a way to connect the
news to the client’s industry

59.  Concept with personal identity
 Contents directly connect with
◦ Part of intimate world OR identity
 How to hit the goal
Give the reader a way to see themselves in the
content,
Let the reader identify with the content

61.  Concept with real life
 Contents tells
◦ Real personal story
◦ Shares a case study
▪ How to hit the goal
• Make sure there is a moral real life example
• Stories matter if they share an insight or
massage

64.  Concept with many more concepts
 Contents is
◦ A collection of other popular content
▪ How to hit the goal
• Make a complete and/or unique collection
• Do not curate small lists that have been repeatedly
done.

66.  Concept with unrelated concept
 Contents is
◦ Spins an old ide and offer a new way of looking at it
▪ How to hit the goal
• Do not reiterate old ideas.
• Find a surprising , unique or interesting way to
show ideas

68.  Create a realistic timeline for your content
plan.
 This timeline is used for your internal team.

69. Case Study

70. 10

71. 72

72. 11

73. 74

74. 12

75. 76

77.  For each group need 5 different content to
fulfill the following
◦ Cover the RACE model
◦ Address at least 4 types of content
◦ Include clear CTA
◦ The design main idea to be detailed "designed is
better”
 Each one will provide 1 post content