Recent presentation given to a group of marketers about the 2016 marketing outlook. Emphasis of the presentation involved content marketing, brand development, and public relations.
4. FOUND www.FoundTheBook.com
๏ CEO & Principal,
Findsome & Winmore
๏ 20 years of digital marketing
experience
๏ Has worked with several hundred
brands
๏ Specialist in search marketing, social
media, Web design and content
marketing
MATTHEW W. CERTO
26. “The aim of MARKETING is to know and
UNDERSTAND THE CUSTOMER so well the
product or service fits him and sells itself”
- Peter Drucker
27. FOUND
๏ Age
๏ Gender
๏ Marital Status
๏ Education
๏ Family Size
๏ Income Level
๏ Occupation
๏ Geography
UNDERSTANDING DEMOGRAPHICS
www.FoundTheBook.com
28. FOUND
๏ What does a typical day look like for our customers?
๏ What keeps them up at night?
๏ How much disposable income do they have and how do they spend?
๏ What types of technology devices do they use and like?
๏ What does a vacation look like to them?
๏ What generational issues do they face?
๏ How do they respond to certain messages and ads?
๏ What political issues are relevant to them?
OVERLAYING A MOTIVATIONAL LENS
www.FoundTheBook.com
29. THE CLOUD OF CUSTOMER CONCERN
What Your
Customers Care
About
New
Experiences
FulfillmentRelaxation
Safety &
Security
Family
Well-Being
Learning
New Things
Entertainment
HappinessBeing
Prepared
Getting
Ahead
Connecting
with Others
Health &
Fitness
Saving
Time or Money
Solving
Problems
Wealth &
Prosperity
Meeting
Basic Needs
Family Convenience
30. FOUND
DEVELOPING AUDIENCE PERSONAS
Audience Profiles - XYZ Health & Fitness
Name Demographic Snapshot Motivational Overview Online Communities
Herb
64-year-old male, high net worth,
drives a Mercedes
Concerned about
cholesterol, high blood
pressure, and wants to avoid
diabetes
Facebook, LinkedIn,
Nike+
Nancy
29-year-old female, shares an
apartment with a roommate,
commutes on the subway, very
little disposable income
Wants to get in great shape
for her wedding and maintain
her new weight when she gets
there
Facebook,
Instagram, Twitter
Timmy
16-year-old male, student, lives at
home, holds a part-time job
Wants to make his varsity
football team, add bulk, and
look good with his shirt off
Instagram, Tumblr
www.FoundTheBook.com
32. The creation and distribution of
content that informs and
influences a particular audience,
but does not advertise or sell.
WHAT IS CONTENT MARKETING?
34. FOUND
๏ Blog posts
๏ Diagrams
๏ YouTube Videos
๏ Webinars
๏ White Papers
๏ Animations
๏ Podcasts
๏ Slide Presentations
CONTENT MARKETING EXAMPLES
www.FoundTheBook.com
35. FOUND
“we do not produce
content to SELL
products, but
AROUND the
products.”
—Dustee Jenkins
VP PR, Target
CONTENT MARKETING EXAMPLES
www.FoundTheBook.com