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How small businesses can use content marketing and curation to do inbound marketing. Click on image or headline for full post. http://curation.pegcorwin.com
Curated by Peg Corwin
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Audit your Content and Tag by Persona, Stage, Theme w/ Kapost Tool

Audit your Content and Tag by Persona, Stage, Theme w/ Kapost Tool | Content Marketing and Curation for Small Business | Scoop.it
Take control of your content with a freepersonalized content audit. Kapost’s free content auditor helps you pull your content into one place so you can establish a process for long-term content management.
Peg Corwin's insight:

Slick product to automate and facilitate what you can do with spreadsheets to list, tag and evaluate your content by personal, buyer stage and theme.

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5 Hacks for Creating and Promoting the Right Content

5 Hacks for Creating and Promoting the Right Content | Content Marketing and Curation for Small Business | Scoop.it
Creating and promoting content isn't worth the effort if you haven't made sure it's the right content for your audience. This post offers several tools and tips to help you figure out where your time is best spent.
Peg Corwin's insight:

Great post on creating targeted content and promoting it strategically.  In it, I discovered the FullContact platform (#2) which will gather all social info from email lists, for example.

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The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14

The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14 | Content Marketing and Curation for Small Business | Scoop.it

Myers-Briggs has 16 personality types. Jakob Nielsen defined 4 personality types when using the web. Bryan Eisenberg has identified four buyer personas as applied to web behavior.

 

When building a digital marketing model, you need to rely on personas as we all interact differently vis-à-vis email, sites, landing pages, etc. However, as research shows, it’s not that much different that you need dozens and dozens of personas.

 

You don’t have to go crazy blazing new trails when building your personas. And buyers are not dramatically different as they interact with your digital presentation. Use what already exists to create or fine-tune.

 

The KISS method applies here:

1) Limit your personas to three (remember: you need to shape presentation and content to the personas).

2) Use existing research to formulate your personas: Nielsen, Eisenberg, Tony Zambito, the Buyer Persona Institute. Start here: http://tonyzambito.com/10-ways-b2b-buyers-deeply-buyer-persona-canvas/

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

>> Marketing tech: $50B in investment, but top tools have only 4.1% penetration - VentureBeat http://sco.lt/6Zphkf 

>> [FREE REPORT] The 2015 Digital Marketing Budget and Trend Guide - ZOG Digital http://sco.lt/69eD0D 

>> 2015 B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs http://sco.lt/7V9qsb 

>> 2014 Statistics and Trends for Businesses on Social Media - Marketing Technology Blog http://sco.lt/8dYN8b 

>> 4 Email Plugins That Will Grow Your List Today | Convince and Convert: Social Media Strategy and Content Market... http://sco.lt/8HyrFh

>> How to Stream Google Hangouts On Air to Twitter and Facebook | Social Media Examiner http://sco.lt/5tgGw5 

>> Does your marketing speak persona? - Biznology http://sco.lt/62XPbV 

>> B2B Email Marketers Hone Best Practices As Use Of Email ‘Cleanup’ Services Grows - Demand Gen Report http://sco.lt/5nvtYH 

>> 10 Things B2B Marketers Should be Doing on LinkedIn - Act-On http://sco.lt/5nLs93 

>> How Gamification Can Improve Marketing Performance | Bunchball http://sco.lt/68vO1x 

>> [TABLE] Google Organic Click-Through Rates in 2014 - Moz http://sco.lt/4jqNmb 

>> Ecommerce Research Chart: ROI on marketing spend - Sherpa http://sco.lt/5gFttR 

>> [FREE PAPER] Why Modern B2B Marketers Need Predictive Marketing - Raab Associates http://sco.lt/95j3nV 

 

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


Via iNeoMarketing, massimo facchinetti
Peg Corwin's insight:

Deep dive into buyer personas for content marketing.

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Why You Must Change Your Content Marketing Approach

Why You Must Change Your Content Marketing Approach | Content Marketing and Curation for Small Business | Scoop.it
I believe the future of content marketing, however, rests in our ability to evolve to a more personalized form of creation and delivery
Peg Corwin's insight:

John Jantsch believes that "the future of content marketing, however, rests in our ability to evolve to a more personalized form of creation and delivery where the end reader participates in the curation and creation of the content they request from marketers."


Do you agree?

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BUYER PERSONAS - Putting Buyer Personas to Work

BUYER PERSONAS - Putting Buyer Personas to Work | Content Marketing and Curation for Small Business | Scoop.it
Learn how to turn buyer personas from an abstract idea into something that drives tangible business value.
Peg Corwin's insight:

Tips to use buyer personas:


 - Use them to segment your CRM database

 - Use them to map your content strategy

 - Keep them simple

 - Ask to get better data

Click for details.


Quote: "For marketers, they can (and should) dictate the emails you send, the calls-to-action your contacts see, and the website experience they see. For your sales team, it should influence the topics and tone of the conversations they have."


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Buyer Personas: The Art and Science of Understanding the Person Behind the Visit

Buyer Personas: The Art and Science of Understanding the Person Behind the Visit | Content Marketing and Curation for Small Business | Scoop.it
With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience.
Peg Corwin's insight:

Very comprehensive post on BUYER PERSONAS, including:


 - Definitions

 - Differences between segments, cohorts and personas

 - Google and segments

 - Building personas

 - User journeys and cases

 - FAQs, resources etc

Info for both beginning and advanced users.  Click for all the juicy details and resources.


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How to Use Buyer Intent to Write Better Copy

How to Use Buyer Intent to Write Better Copy | Content Marketing and Curation for Small Business | Scoop.it
It’s probably every marketers’ worst fear. You spend days mulling over ideas, creating content, editing it, promoting, trying to get your audiences’ attention only to realize that, well, nobody cares.
Peg Corwin's insight:

See recommendations for CONTENT CREATION if the intent is to learn, or to compare, or to order.


Quote: "Having a clear message that is exactly what your customers at various stages of the buying process want definitely helps."


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LEADS - Beyond Funnel Vision: The Power of Your Audience

LEADS - Beyond Funnel Vision: The Power of Your Audience | Content Marketing and Curation for Small Business | Scoop.it
Peg Corwin's insight:

Don't just capture leads. Build your audience by

  • "Politely Ask For Email Addresses
  • Make It Obvious What Your Company Does
  • Focus On Teaching Rather Than Selling
  • Figure Out What Your Audience Is Interested In Learning
  • Offer A Variety Of Avenues To Connect
  • Publish On A Consistent Schedule"


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B2B - The 5 Step Guide to Inbound Marketing for B2B

B2B - The 5 Step Guide to Inbound Marketing for B2B | Content Marketing and Curation for Small Business | Scoop.it
Discover how effective inbound marketing for B2B is and pick up some great tips on how to take advantage of the power of inbound.
Peg Corwin's insight:

Short post that explains to a client how to do B2B marketing using persona creation, keywords, pain points, buying stages and content. (I suggest researching keywords after pain points.)

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Why You Should Consider Inbound BEFORE Your Next Site Redesign

Why You Should Consider Inbound BEFORE Your Next Site Redesign | Content Marketing and Curation for Small Business | Scoop.it
If you adopt inbound before your site redesign, the results will be oh so fine.
Peg Corwin's insight:

How do content marketing and website design interact?


  • Website structure, "for example CTA placement, landing page creation, and lead capture form integration."
  • Content alignment "around keyword and topic focused inbound strategies"
  • User experience "structured around buyer personas."
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How to Launch and Grow a Business Blog From Scratch [SlideShare]

How to Launch and Grow a Business Blog From Scratch [SlideShare] | Content Marketing and Curation for Small Business | Scoop.it
Learn how to actually launch and grow a business blog in this SlideShare presentation.
Peg Corwin's insight:

EXCELLENT and lengthly Slideshare on how to start a business blog strategically and grown your target audience.

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Oliver Durrer's curator insight, October 21, 12:00 PM

Inspiration and blueprint for action to start your business blog.

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12 Tenets of Customer Focused Content Marketing

Marketing be a vast and complicated endeavor with lots of options, tricks and strategies to choose from. But there's one thing that's not up for debate, consumers are taking control over what they consume and when they consume it. From TIVO to Netflix, Spotify to Snapchat, today's consumers have the tools and desire to shut out the traditional marketing "noise". Making traditional marketing less and less effective by the minute.

That's where customer focused content marketing comes in. We were fortunate enough to catch up with Marcus Sheridan a while ago and get his take on creating content that answers customer questions. It's amazing what happens when you give consumers the answers they're looking for. They like you and if you provide enough value, they begin to trust you.

We hope you find value in this infographic. Please share and 'Pay it Forward" if you do.

Via Brian Yanish - MarketingHits.com, massimo facchinetti
Peg Corwin's insight:

Why is it so hard to do customer-focused marketing?  Because we are afraid of giving away too much if we really answer pressing questions of clients?  Because we are afraid of talking about competitors, or giving content away to them?  Are we afraid clients won't need us if we answer the questions?

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Marco Favero's curator insight, October 2, 10:45 AM

aggiungi la tua intuizione ...

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Persona Research and SEO: Nobody Googles Their Problems

Persona Research and SEO: Nobody Googles Their Problems | Content Marketing and Curation for Small Business | Scoop.it
You want to help your customers solve problems, but they're searching for solutions. Creating a persona can help you find those top-of-funnel keywords.
Peg Corwin's insight:

How to dig down and better understand buyer problems when they are in the information discovery stage, where you can build trust.

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7 Buyer Behaviors and Content Marketing

7 Buyer Behaviors and Content Marketing | Content Marketing and Curation for Small Business | Scoop.it
Demand creation today is not simply about creating more content it's about organizing the behavior that buyers want to experience.
Peg Corwin's insight:

Here are 7 BUYER BEHAVIORS - know, like, trust, try, buy, repeat, refer.  This post suggests that organizations need to audit their marketing to identify gaps in guiding such behaviors and plan to fill them.  


 Certainly content marketing plays a key role in the first three. 


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BUYER PERSONAs - 101 Handy Questions to Ask [free download]

BUYER PERSONAs - 101 Handy Questions to Ask [free download] | Content Marketing and Curation for Small Business | Scoop.it
Do you know your best customer? Homestly -- do you really, really "get" your best customer? If you don't know the answer, it is time to do some research.
Peg Corwin's insight:

Questions to Develop a Buyer Persona in a Free Download.  I did not download and read it.  Just FYI.


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BUYER PERSONAS - Your Ideal Client And Your Content Marketing Strategy

BUYER PERSONAS - Your Ideal Client And Your Content Marketing Strategy | Content Marketing and Curation for Small Business | Scoop.it
How have you defined your target market? Does it look something like:”All females
Peg Corwin's insight:

Find your ideal client with these 5 steps


 - Identify best customers, past and present

 - Figure out why you think they are great

 - Determine what they purchase and the value they perceive

 - Look at company size, industry, their revenues, their job function

 - Note their personality, values, lifestyle


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QUALITY CONTENT - Memes vs. MBAs: What Is Quality Content, Anyway?

QUALITY CONTENT - Memes vs. MBAs: What Is Quality Content, Anyway? | Content Marketing and Curation for Small Business | Scoop.it
What defines quality content? Examine BuzzFeed and HBR's quality standards, and then weigh in on the debate yourself.
Peg Corwin's insight:

Both BuzzFeed and Harvard Business Review are laser-focused on what CONTENT their target readers will share. It's a different type of content with a different quality metric, aimed at a different audience.  

For each quality content is content that drives revenue.


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PERSONAS - 10 Tips For Using Analytics To Develop Deeper Buyer Personas

PERSONAS - 10 Tips For Using Analytics To Develop Deeper Buyer Personas | Content Marketing and Curation for Small Business | Scoop.it
The key to successful content marketing is integrating search engine optimization with significant research about the target buyer persona.
Peg Corwin's insight:

Interesting approach to using Google Analytics to refine buyer personas. Steps the post outlines are:

  • "Check your keywords for categories
  • Use these themes to build a buyer persona
  • Discover order of search engine queries that your target buyers perform.
  • Figure out the opportunity for each keyword in a search engine
  • Determine who your competitors are
  • See how the content on your site compares to the content on your competitors’ sites
  • Take note of your existing content to integrate search engine optimization
  • Take a step back and identify weaknesses
  • Figure out where you should create content"


Click to see examples and details


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CONTENT - Building “Content Trees” in Your Content Strategy [CMO tip]

CONTENT - Building “Content Trees” in Your Content Strategy [CMO tip] | Content Marketing and Curation for Small Business | Scoop.it
Great content marketing strategy for CMOs or Marketing Managers - Check it out!
Peg Corwin's insight:

Definition: "A content tree is a the basic layout of one content campaign that you're going to use to target one specific persona in one specific stage of the Inbound Marketing funnel."


Steps are:

  • "Choose Persona and Stage of Funnel
  • Decide on the Topic & Create the Tree Trunk
  • Create Supporting Content & Create Tree Branches
  • Promote Your Tree Branch Content"
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