The end goal of content marketing is to drive conversions, right? Well, we can create a fantastic piece of content, but it's the reader who ultimately decides if it's valuable to them and their organization. In order to generate conversions and resonate with more of your target market, you need to create content that will appeal to different types of learners, personality types and, basically, people. In the presentation I gave at Mixwest 2014, I talked about the connection between the type of content, how the content was written or created, different personality types and different types of learners. I provided marketers with tips and recommendations for how they can create a variety of content that will resonate with more of their desired target market. This presentation will help you learn more about creating content for different types of learner and personalities. For the full Content Planning Guide, download it here: http://bit.ly/2014cmg.

1. #contentclass

2. Disclaimer
I’m not a psychologist by trade.
….but I kind of wish I was.

3. Content
Marketing
93% use
it.
33% find
it
effective.
93% of B2B marketers use content marketing, but only 33% find it effective. #contentclass
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report

4. Newsletters Social Blogs Email
Bylines Events Case Studies Videos
Whitepapers Presentations eBooks Podcasts

5. B2B marketers use an average of
13 content marketing tactics. Via
@cmicontent #contentclass
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report

6. Your content won’t convert if it
isn’t tailored for different learners
and personality types.
#contentclass

7. Source: LearningRx
Types of Learners
65% of people are visual learners, and visual content has the most engagement. #contentclass

8. Source: LearningRx
Visual
• Social
• Videos
• Webinars
• Infographics
• eBooks/
whitepapers
• Virtual
conferences
• Blogs/articles
with imagery
Auditory
• Events
• In-person
events
• Videos
• Webinars
• Podcasts
• Virtual
conferences
• One-on-one
demos or
conversations
Kinesthetic
• How to articles/
blogs
• Training
presentations/
webinars
• Videos
• Instructional
whitepapers/
eBooks
• Infographic
guides
• Virtual training
sessions

9. Written Word
79% of best-in-class marketers rate blogs as the most effective marketing tactic. #contentclass
Use colorful
language
Include
imagery
Be creative
with
formatting
Source: Content Marketing Institute, 2014 B2B Content Marketing Research Report

10. Your Secret Weapon
Your secret weapon for content creation is repurposing old content into new types or from new angles.
#contentclass

11. Source: www.discprofile.com

12. Source: www.discprofile.com
Infographic:
bit.ly/infosa
• Specific
stats
for
team
improvement
(D)
• The
top
objec?ves
for
sales
managers
(I)
• What
you
need
to
see
the
full
picture
at
any
?me
(S)
• Stats
on
individual
team
produc?vity
(C)

13. Content Tip #1
Produce a variety of content and
repurpose content to appeal to
different types of learners and
personalities. #contentclass

14. Content Tip #2
Write for people, not SEO. A great
content piece or story is more
likely to be shared, as well as
resonate with readers.
#contentclass

15. Content Tip #3
Reiterate the same statement or
conclusion in different ways to
appeal to different personalities.
#contentclass

16. Lots of
Content
Frequent
&
Consistent
Variety
Inbound
Marketing
Success =
Leads
The success of inbound marketing relies on producing a lot of content & a variety on a frequent &
consistent basis. #contentclass

17. Questions?
Want to learn more? Download the “Content
Planning Guide” here:
http://bit.ly/2014cmg

18. SOURCES
1. Content Marketing Institute, 2014 B2B
Content Marketing Research Report
2. www.discprofile.com
3. LearningRx