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Why customer personas may be an outdated marketing technique - Schaefer Marketing Solutions

Why customer personas may be an outdated marketing technique - Schaefer Marketing Solutions | Content Creation, Curation, Management | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.


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iNeoMarketing's curator insight, April 27, 9:15 PM

Personas can be important to help match buyer needs with product benefits. But here's the beauty of persona-based content vs. writing to customer needs based on institutional client knowledge: you can TEST to see which one works!

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STRATEGY - Think Strategic! Where SEO Fits into Content Marketing

STRATEGY - Think Strategic! Where SEO Fits into Content Marketing | Content Creation, Curation, Management | Scoop.it
Luke of Savvy Panda shares some tips on creating a successful partnership between SEO and content.

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Peg Corwin's curator insight, November 12, 2013 2:48 PM

CONTENT MARKETING works with SEO. First, create content in these proportions:

70% Personal based content
20% Search based content
10% Brand building content

==>Learn how to find topics, and now to give those topics an SEO boost.

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Resources for Creating Buyer Personas Using the Right Content

Resources for Creating Buyer Personas Using the Right Content | Content Creation, Curation, Management | Scoop.it
There’s a lot that goes into effective content marketing.

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How Personas Should Work (But Don’t), and the Top 11 MarTech Articles Curated Tuesday, 10/7/14

How Personas Should Work (But Don’t), and the Top 11 MarTech Articles Curated Tuesday, 10/7/14 | Content Creation, Curation, Management | Scoop.it

We concluded that it makes far more sense to create/modify personas based on actual behavior than scenario-playing or demographic variables. How exactly should this work?

 

First, you should think of behavior as breadcrumbs that allow for the definition of your visitor. As breadcrumbs are left, you can discern a click-trails, permitting you to define your visitor based on where they’ve been, and what they will want to view next.

 

So through data mining and the application of algorithms against that data, a marketer should be able to discover of clusters of individuals with similar click-trails. How many clusters? That depends on the marketer’s tolerance of diversity, i.e., it could be as low as 2 to as high as 16 (Myers Briggs).

 

Once these clusters are defined, the marketer then overlays these clusters with descriptors, but what descriptors?

 

The behavior clusters are answers to personality questions that allow the marketer to apply a pre-defined personality definition to the visitor, and based on that personality, serve up content that meets that personality cluster’s desires. Take Myers-Briggs as an example for a framework to use to classify your audience. ENTJ (lower right) is a strategic thinker, a planner and organizer, so ENTJ’s would enjoy blueprints and statistics, and would want to share this information.

 

What you do defines who you are, and who you are allows marketers to compare you to others and find similarities. And with these similarities come clusters, and these clusters receive content specific to them.

 

But how do you know it’s the right content? More on this tomorrow…

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

>> How 9 brands think of their marketing technology stacks - Chief Marketing Technologist http://sco.lt/7EJgyv 

>> The CIO, a VP Marketing and a customer walk into a bar…. - Gartner http://sco.lt/5gwTHF 

>> Omnicom Advises Marketers to Move 10% to 25% of TV Ad Dollars To Online Video - WSJ http://sco.lt/7jgMr3 

>> Eye-Tracking Study: How Users View Google Search Result Pages - Profs http://sco.lt/7ZOPOD 

>> Turn Your CTAs Into Helpful Tools: 5 CTAs that dramatically increased page performance | MarketingExperiments http://sco.lt/7QjdvF 

>> You're Not the Only One Struggling with Analytics - Marketing Technology Blog http://sco.lt/8ZyxZR 

>> 4 Reasons Why Attribution Is So Hard - Search Engine Watch http://sco.lt/6L6iBN 

>> The Content Marketer’s Toolkit: 35 Tools You Can’t Blog Without - QuickSprout http://sco.lt/7Fo5Pl 

>> The Power of Personas - Digital Marketing Blog by Adobe http://sco.lt/7aAnzt 

>> Report on Salesforce usage shows marketing depts are taking on bigger role in business - VentureBeat http://sco.lt/7EbI6z 

>> Infographic: B2B content marketing benchmarks, budgets and trends in 2015 - The Hub http://sco.lt/5aBej3 

 

See ALL Top Curated Marketing Technology Articles here.

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STRATEGY - How to Create an Inbound Marketing Strategy with Focus

STRATEGY - How to Create an Inbound Marketing Strategy with Focus | Content Creation, Curation, Management | Scoop.it
Companies are understandably interested in inbound marketing because it’s a potential way to attract new customers. What can be confusing is the reality that there are seemingly many inbound marketing theories.

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Peg Corwin's curator insight, October 6, 2013 9:58 PM

Doing INBOUND MARKETING with FOCUS means:


- "Focus on one ideal customer
- Let the customers tell you what content is important
- Choose the best channel - social media, blogs or press."


Click to see examples of each and learn more.


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