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Presentation Template
May 27th, 2016
Content that Makes the
Most of Your MarTech
Mike Jones | @remarkamike
Managing Partner & Brand Strategist
Bass player and avid
coffee home-roaster
Kayla Izard | @KaylaIzard
Marketing Specialist
Theater geek and lover of
cheesy pasta in all its forms.
Agenda
Inbound Marketing
Audience Personas
Good Content
1
2
3
So, what’s all this
content hullabaloo?
This is what bad marketing feels
like to consumers.
“Either write something worth reading
or do something worth writing about.”
– Benjamin Franklin
Inbound Marketing
It’s Cost Effective
The content lasts longer & increases your ‘Google juice’.
It’s Respectful
Don’t interrupt. Rude.
It Gets You Better Leads
Leads can qualify themselves/it does sales for you.
1
2
3
Why Inbound?
Basic Inbound Strategy
Attract Engage Convert Delight
Let’s Think of This Like Dating
Your customers are human.
Nobody wants to be treated like a data set.
Let’s Think of This Like Dating
If you do things in marketing
you wouldn’t do dating....
You’re creepy. Don’t.
Flirt
● Social Media
● Blog Posts
● Relevant Ads
Get Digits
● Gated Content
● Newsletter Sign-ups
● Landing Pages &
Calls-to-Action
Ask Them Out
● ‘Checkout’
● Sales Promotions /
Emails
● Proposals
● (Don’t forget CRM)
Keep Investing
● Social Media
● Loyalty Program
● Email Campaigns
What else?
Flirt Digits Ask Invest
Social Media
Blog Posts
Relevant Ads
Gated Content
Newsletters
Landing Pages
Calls-to-Action
‘Checkout’
Promotions
Emails
Proposals
CRM
Social Media
Loyalty
Email Campaigns
Make Sure You Don’t...
Come on Too Strong
Make Sure You Don’t
Miss Your Opportunity
What about paid advertising?
Ads are like
gasoline for
your fire.
Thing is…
you’d better
have something
substantial to
keep burning.
Audience Personas
A fictional
customer based
on a true story.
Why Do We Do This?
Trying to talk to your customers as one giant group of
all the consumers in the world is never a good
strategy.
Don’t make gross generalizations, like,
“Well, you’re a women so you must love nail polish.”
It won’t go well.
Your Ideal Mate
Age?
Gender?
Hair Color?
Race?
Your Ideal Mate
Age?
Gender?
Hair Color?
Race?
Focus on Important Stuff
Values & Beliefs
Interests
Attitudes
Activities
Family Status
Pain Points
Competition
Look to your
handouts….
Ok, so what makes good
content?
You know it when you see it
(or when you don’t).
You know it when you see it
(or when you don’t).
You know it when you see it
(or when you don’t).
You know it when you see it
(or when you don’t).
Good Content is Four Things
1. Targeted to a Specific Audience
2. Crafted for a Specific Phase
Awareness Consideration
Decision
3. Evergreen or Relevant
4. Branded
● Consistent look/language
● Values
● Personality traits
Obviously,
proof your stuff.
Let’s get cracking.
(More handout time, yay!)
Questions?
Thanks for having us!
RESOUNDCREATIVE.COM
Twitter: @resound
Instagram: @resoundcreative
Email: gimme@resoundcreative.com
@AZMarTech
meetup.com/Arizona-Marketing-Technology

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Creating Content that Makes the Most of Your MarTech

Notas do Editor

  1. Mike We’re Resound Recap last 2 meetups - marketing technology Setting up your plumbing Goals, KPIs Why are we talking about content?
  2. Mike
  3. Kayla - what I do for Resound - content
  4. Mike
  5. Kayla
  6. Kayla - to the quote - talk about value to the customer
  7. Kayla
  8. [MIKE] How many of you have heard of Inbound Marketing? What do you think it is? Where did it come from? (HUBSPOT - but really the principles go much further back.) Talk about inbound marketing….ask them if they’ve heard of it before...what they think it is...where did it come from (Hubspot), why are we choosing that framework (next slide)
  9. [MIKE]
  10. [MIKE]
  11. [MIKE]
  12. [MIKE]
  13. Kayla sets up the dating scenario Mike relates that back to particular marketing activities. Talk through each activity listed here.
  14. [MIKE]
  15. [KAYLA] What does this look like in the marketing world?
  16. Kayla - Ask them what this might look like in the marketing world?
  17. Advertising
  18. Mike
  19. [MIKE] What’s an example of wood? Kindling? Logs??
  20. [KAYLA]
  21. What does this content look like? A blog post that’s generalized. You’ll provide more value for the one person Self-iterative process, getting to know your persona, also knowing who to look for.
  22. A lot of people stop here (demographics). If you say I’m looking for a female in Chandler, it kinda makes you shallow. Picture this: if I say I’m looking for a tall blond that lives in Los Angeles, are you imaging a person? Ok, open your eyes (next slide).
  23. So see? You didn’t get specific enough. She fits what I described...what were you thinking? :) You have to go deeper.
  24. Go deeper than demographics...go to psychographics. Self-iterative process, getting to know your persona, also knowing who to look for. Also, keep in mind that your psychographics matter more than demographics, your demographics might be off.
  25. [MIKE] - 5 minutes - 5 minutes recapping
  26. [KAYLA]
  27. [KAYLA]
  28. [KAYLA]
  29. [KAYLA]
  30. [KAYLA]
  31. [KAYLA]
  32. [KAYLA]
  33. [KAYLA]
  34. [KAYLA]
  35. [KAYLA] -
  36. This is where we’ll help them come up with three blog post titles (the hand out will have 10 - 15 for them to do on their own)
  37. 10 minutes