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Take Content Platinum with Buyer Personas

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Marketo
Marketo

A platinum album isn’t made in a day. It’s the thoughtful combination of strategy and creativity. Learn how to be a content rockstar that drives value with content creation, from start to finish. In this webinar, Ellen Gomes shows you how to structure your content creation for measured success.

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Be a Content Rock Star:Take Your Content Platinum Ellen Gomes Content Marketing Specialist November 21, 2014
Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 About Me •Content Marketing Specialist at Marketo •Fun Fact: I am a cat lady... get ready! •I’m hip, I’m cool, I’m on twitter: @egomes1019
Page 3 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 We’re Doing Content
Page 4 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 But, Are We Doing It Well?
Page 5 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Create Content That Makes An Impact
Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #1: Create a Content Foundation
Page 7 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Map Your Buyer Personas & Journeys
Page 8 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Personas- Address These: •Background •Job Details •Main Sources of Information •Goals •Challenges/pain points •Preferred content medium •Source •Quotes •Objections •Role in purchase process •Marketing message
Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Develop Personas
Page 10 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Tell Your Persona’s Story •Persona’s responsibilities •Persona’s typical day/week/quarter •Persona’s characteristics •Persona’s biggest challenges
Page 11 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Page 12 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Page 13 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Define Your Brand Voice
Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Your Brand Voice Character/Persona Friendly Warm Inspiring Playful Authoritative Professional Tone Personal Humble Clinical Honest Direct Scientific Language Complex Savvy Insider Serious Simple Jargon-filled Fun Whimsical Purpose Engage Educate Inform Enable Entertain Delight Sell Amplify
Page 15 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #2: Create The Right Content Mix
Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
Page 17 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Guides
Page 18 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Ebooks
Page 19 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Infographics
Page 20 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Blogs
Page 21 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #3: Measure What Matters
Page 22 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Early Stage Metrics
Page 23 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Mid & Late Stage Metrics
Page 24 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #4: Tie Your Content to Revenue
Page 25 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Revenue & Touch Attribution
Page 26 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 How Does Your Content Perform?
Page 27 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Example: Content Performance in Demand Generation Programs
Page 28 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Questions?

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Take Content Platinum with Buyer Personas

  • 1. Be a Content Rock Star:Take Your Content Platinum Ellen Gomes Content Marketing Specialist November 21, 2014
  • 2. Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 About Me •Content Marketing Specialist at Marketo •Fun Fact: I am a cat lady... get ready! •I’m hip, I’m cool, I’m on twitter: @egomes1019
  • 3. Page 3 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 We’re Doing Content
  • 4. Page 4 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 But, Are We Doing It Well?
  • 5. Page 5 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Create Content That Makes An Impact
  • 6. Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #1: Create a Content Foundation
  • 7. Page 7 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Map Your Buyer Personas & Journeys
  • 8. Page 8 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Personas- Address These: •Background •Job Details •Main Sources of Information •Goals •Challenges/pain points •Preferred content medium •Source •Quotes •Objections •Role in purchase process •Marketing message
  • 9. Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Develop Personas
  • 10. Page 10 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Tell Your Persona’s Story •Persona’s responsibilities •Persona’s typical day/week/quarter •Persona’s characteristics •Persona’s biggest challenges
  • 11. Page 11 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 12. Page 12 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 13. Page 13 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Define Your Brand Voice
  • 14. Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Developing Your Brand Voice Character/Persona Friendly Warm Inspiring Playful Authoritative Professional Tone Personal Humble Clinical Honest Direct Scientific Language Complex Savvy Insider Serious Simple Jargon-filled Fun Whimsical Purpose Engage Educate Inform Enable Entertain Delight Sell Amplify
  • 15. Page 15 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #2: Create The Right Content Mix
  • 16. Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014
  • 17. Page 17 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Guides
  • 18. Page 18 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Ebooks
  • 19. Page 19 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Infographics
  • 20. Page 20 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Blogs
  • 21. Page 21 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #3: Measure What Matters
  • 22. Page 22 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Early Stage Metrics
  • 23. Page 23 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Mid & Late Stage Metrics
  • 24. Page 24 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 #4: Tie Your Content to Revenue
  • 25. Page 25 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Revenue & Touch Attribution
  • 26. Page 26 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 How Does Your Content Perform?
  • 27. Page 27 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Example: Content Performance in Demand Generation Programs
  • 28. Page 28 Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014 Questions?