5 Steps to creating remarkable content for your audience.

1. How to be a
Content Super
Hero!

2. Focus on
me, not
Google

3. “We want people doing white hat
search engine optimization (or even
no search engine optimization at
all) to be free to focus on creating
amazing, compelling web sites”
@MattCutts

4. 1. Know Your Persona
Know your Persona!

5. JetBlue’s buyer persona is the low
budget traveler that wants a
comfortable yet affordable flying
option.
#likeaboss

6. Cathy Compliance
BACKGROUND:
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Manager in Compliance and Records Management.
Worked at the same company for 3-10 years; employed
specifically.
Involved in job specific training.
Married with 2 children (3 and 5).
DEMOGRAPHICS:
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•
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Skews female
Age 30-55
Suburban
IDENTIFIERS:
•
•
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Organized
Eye for detail
Articulate requirements well

7. Cathy Compliance
GOALS:
• Ensure information is accurate.
• Keep process organized & minimize error
• Paperless POD environment
CHALLENGES:
• General cost reductions
• Streamlining POD process
• Accurate data collection
HOW WE HELP:
• Reliable consistent service
• Accurate Information
• Reduce costs

8. Cathy Compliance
REAL QUOTES:
•
“I appreciate the accuracy of information
and the speed at which it is provided.”
“I appreciate the consistent communication
until the service is delivered.”
•
INFORMATION SOURCES:
•
Google, Internal References
COMMON OBJECTIONS:
•
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I don’t want to have to train the entire
company on how to use a new system.
I don’t want to have a complex system that
is difficult to use or has features we don’t
need.

9. Cathy Compliance
MARKETING MESSAGING:
• Information at your fingertips.
ELEVATOR PITCH:
• We give you a hybrid document
management solution that supports
your proof of delivery process,
integrates into your existing
software and platforms and is
simple to use.

10. 2. Create Content they Love

11. ●
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Short Paragraphs
Headers and Subheaders
Images
Internal Links
Bullets
Numbered Lists

12. Short paragraphs and
internal links
Use relevant images

13. 3. Attract Buzz

14. Hook your content events
like Valentine's day and
create buzz through social
media.
Call-to-Action

15. 4. Stay Fresh and Relevant

16. 5.
Editorial
Calendar

17. Your Editorial Calendar