The document discusses how to leverage customer personas for content marketing and inbound marketing. It provides an overview of personas, why they are important online, and 10 ways to leverage personas including creating blog titles and content tailored to specific personas, using images and offers that match personas, having writers and website experiences match personas, refining personas based on visitor feedback, and focusing marketing efforts on the most profitable personas.

1. Customer Personas:
Step 1 of Content Marketing
• Review of What a Persona is
• Why It especially matters on the web
• 10 ways to leverage with Inbound Marketing

2. Online Resources on Personas
• Buyer Persona Webinar (3hr)
• Personas Developing Worksheet
• Articles
– 6 Core Benefits of a Well Defined Persona
– 9 Questions to Ask When Developing Buyer Personas
– How to Design a Persona-Centric Website Experience
• These slides and recording
• Posted on LinkedIn Group Dec 12, 2012

3. Who am I?
Follow me:
@TMSchwab

4. You already understand
Buyer Personas
Brandon Allison

5. Why measure unique visitors,
then treat them identically

6. 10 Ways to leverage Personas with
Inbound Marketing
and
improve your business today

7. 1. Persona’s questions = Blog Titles

8. 2. Persona Specific Blogs

9. 3. Images to match Persona

10. 4. Match Offers to Persona

11. 5. Writers to match Persona

12. 6. Have visitors choose their Persona

13. 7. Have your visitors pick their website

14. 8. Ask questions - refine your Personas

15. 9. Focus on most profitable Personas

16. 10. Don’t invest in money loosing Personas
….ignore non-customers

17. Thank you
“What’s ordinary to you, is amazing to me”
Derek Sivers @sivers