“These buyer personas will help you craft killer content for our client’s audience,” they told me. They were wrong. You see, “Marketing Agency X” (unnamed for reasons which will soon become clear) would send us four-page buyer persona descriptions. Each one delved deep into the fictional lives of the characters they had created for their […]
Want to know how to predict and forecast your followers’ behavior? Wonder what modeling techniques can help you predict the lifetime value of your customers? Tracking the pulse of social media allows your company to gain feedback and draw insights to market better. Analyzing data and interpreting it through modeling can help make your brand’s
3 Models to Understand, Predict, and React to Your Social Media Read More »
We have soccer moms – married women who live in the suburbs and are best known for transporting their children to and from sports practices and other activities. We have NASCAR dads – blue-collar, middle-aged Caucasian men who graduated from high school and like watching stock car racing. And don’t forget the millennials – young
Robert Rose, CMI chief strategy advisor, loves to reset his audience’s brains with a truth bomb: The purpose of a business is to create a customer. This 60-year-old quote from management great Peter Drucker reminds marketers that their work – creating demand, generating traffic, prompting social shares, or even gathering leads — is in service
How Content Can Create a Self-Sustaining Customer Referral Engine Read More »
We have soccer moms – married women who live in the suburbs and are best known for transporting their children to and from sports practices and other activities. We have NASCAR dads – blue-collar, middle-aged Caucasian men who graduated from high school and like watching stock car racing. And don’t forget the millennials – young
Audiences are not just buyers. Let me explain. As we’ve outlined, one of the key elements of the approach of content marketing is that it cannot simply be a replacement for our direct marketing efforts. If we are ever to truly succeed with a content marketing strategy, we must provide for the capability to drive
An Alternative Approach to Developing Content Marketing Personas Read More »
In my corporate days, I asked this question of the marketing team on a weekly basis: “Who are these 20,000 people in our email newsletter database? Do they even fit our ideal client profile?” I’m embarrassed to admit, instead of pushing for the answer, we stayed on the hamster wheel churning out a weekly newsletter
How to Better Understand the Size and Composition of Your B2B Audience Read More »
Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or do they mostly call attention to the things you sell? If products hog the spotlight, you’re missing opportunities to build customer relationships
How to Adopt a Customer-Centric Strategy for Your Content Read More »
When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees. Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From
5 Steps to Improving Subscriber Data for More Personalized Emails Read More »
Audience first. Are you tired of hearing this mantra? I am. But, here’s the thing: Too many marketers say and even think they are all about the audience, but when you dig into their programs, you see it’s still all about them. While it’s not easy to make a genuine shift, here are four twists
4 Ways to Shift Your Thinking to Truly Focus on Your Audience Read More »
