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Create a killer content marketing strategy
            PodCamp Toronto 2013
               Shelley Pringle
                Feb. 23, 2013
SHELLEY PRINGLE
@shelleypringle
www.polarisprinc.com/blog
Linkedin.com/ShelleyPringle
shelley@polarisprinc.com
#PCTO13
The world is awash in content
HOW CAN YOU STAND OUT?




           1. Create buyer personas
           2. Understand the sales cycle
           3. Develop relevant content
WHAT ARE BUYER PERSONAS?
PIPER PARALEGAL SERVICES




             “We help small businesses
             collect outstanding accounts
             and assist with small claims
             court when customers don’t
                          pay.”
INTRODUCING: FRANK, MARY & BILL
WHY ARE BUYER PERSONAS
      IMPORTANT?
SMALL BUSINESSES




      “When a customer doesn’t
        pay, that’s money right
          out of my pocket.”
BOOK KEEPERS




       “I want to help my clients
          collect the money that’s
               owing to them.”
ACCOUNTANTS




      “You can’t run a profitable
         business if customers
          don’t pay on time or
            don’t pay at all.”
HOW ARE BUYER PERSONAS CREATED?
CONTACT TRAITS
COMPANY SIZE
MARKET OR
INDUSTRY
GEOGRAPHY
PRODUCT OR
SERVICE
DECISION MAKER
STATUS
Ask yourself these
questions:
What problems are they
trying to solve?
What kind of content do
they prefer?
Who else influences their
decision?
CREATE PERSONAS FROM THEMES
Where do you get this
information?
Your leads are at different
stages of the sales cycle
THE SALES FUNNEL
                                   MOFU
                                   (Middle of
BRAND BUILDING                     Funnel)
& EDUCATION                        NURTURES
GENERATES                          LEADS
AWARENESS

                 TOFU                           SALES
                 (Top of Funnel)                CONVERTS
                 ATTRACTS                       LEADS TO
                 LEADS                          CUSTOMERS
HOW PEOPLE BUY
The same message
will NOT work for every
every contact
Top of the Funnel




Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Top of the Funnel




Content:
How to Guides
Best Practice Examples
Templates
Idea Posts
Instructional Videos
Top of the Funnel




Indicators they’re
ready to move on:
Sign up for a demo
Visit your pricing page
Download multiple offers
Request more info
Middle of the Funnel




Questions they have:
How can YOU help?
Do I need this?
What can I expect?
Am I making the right
choice?
What do I need to consider?
Middle of the Funnel




Content:
Case studies
Results & analysis
Decision tools
Demo/Trial
Middle of the Funnel




Indicators they’re
ready to move on:
Several discussions with
sales
Decision-makers
brought in
Final proposal
Bottom of the Funnel




They’re a customer!
Repeat purchase
Up sell
Support
Customer feedback
Evangelists
DEVELOP A CONTENT ROAD MAP
PIPER PARALEGAL SERVICES




             “We help small businesses
             collect outstanding accounts
              from their customers and
               assist with small claims
             court when customers don’t
                          pay.”
RELEVANT CONTENT
DOWNLOAD OUR FREE TEMPLATE:
            How to
   Create Customer Personas

     http://bit.ly/YIznx2

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Podcamp Toronto 2013: How to create a content marketing strategy