In order to succeed in content marketing, you have to give your audience an unforgettable experience. Watch Scripted's webinar with Uberflip to find out how!
6. You need to know what your guests like so they
don’t leave unsatisfied …
The same applies to content marketing
7. In order to find an audience, you
have to first understand them,
learn who they are, what their days
are like, and spend some time in
their shoes.
— Andy Smith, Author of ‘The
Dragonfly Effect’
8. Develop Content & Buyer Personas
Buyers
Segment by Demographics
Cater to Needs and Buyer Stage
Personas Based on Behavior
9. Building Buyer Personas
Background: Age, gender, job title, income.
Information Sources: Where do they get their content? Which formats
do they prefer?
Objections: Where might they object to your product if put through the
sales process?
Pain Points: What are the customer’s frustrations with products and
services in your industries?
Free Time: What are their hobbies, favorite movies and TV shows?
Educational background: What’s their highest level of schooling? What
did they study?
Purchasing Decision Making: How do they rank their preferences
when they’re evaluating a potential purchase? Price? Quality?
Durability?
11. Get Info On Your Audience
Who Is Using Your Service (Customers)
Who Is Reading Your Blog (Subscribers)
Who Follows Your Company (LinkedIn & Facebook Fans)
Who Downloads Your Content (Leads From Gated Content)
12. We’ve Found Titles As The Most Important Signal
• Know who’s
interested in your
product
• Know which content
they’re consuming
the most
• Target others like
them
14. “People who are trying to hire writers”
“Marketers and Business Owners Who Need Written Content”
“Content Marketers and Business Owners Who Need Help
With Content Marketing and Content Creation”
By specific industries:
Content Marketers, Digital Marketers, Agencies, Business
Owners, and Social Media Marketers Who Need Help With
Content Marketing and Content Creation
2012
2015
37. “Great content is useful, inspired
and pathologically empathetic to the
needs of the people you’re
trying to reach .”
Ann Handley, CCO at Marketing Profs
& Author of Everybody Writes
We Need Better Content, Not More Content
65. Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED
66. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy for your audience and
your team to find.
67. KEY TAKEAWAYS
You must know your audience before creating an experience
Scanable, Actionable, Shareable, Scalable, You-Oriented
Clear, Contextual, Targeted CTAs
Organize and Tailor the Content Experience
Optimize (and test) the User Experience