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Develop an Audience-Centric Content Strategy

Develop an Audience-Centric Content Strategy | Content Marketing & Content Strategy | Scoop.it
An audience centric content strategy begins with a well defined persona analysis prior to keyword search as part of your discovery process.

Via digitalassetman, Brian Yanish - MarketingHits.com, Martin (Marty) Smith, Gregg Breward
Stefano Principato's insight:

Primary objective in this exercise is to define an audience-centric content strategy. Understanding the relationship between themes that are advertorial, industry informational and highly relevant to your targeted audience’s interests will help you stay focused.

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Martin (Marty) Smith's curator insight, April 30, 2013 10:08 AM

Unique Customer Aspirations
I do something very similar as this post suggests, but I reverse the process preferring to do keyword research first. Keywords are vox populi, the voice of the mob, and so represent raw, unfiltered demand. If you listen carefully enough you can hear semantics too (how customers FEEL about something). 

Keywords also represent how customers think about your product, service or company. Whenever possible use THEIR language not yours, so I start with Keywords and work to personas. 

This post goes into intricate detail on persona creation and, in their model, I can see why they fit keys to personas. My personas are created from keys and patterns in our site's Google analytics. 

If you do either end of this exercise well the rest is somewhat moot. A great keyword set can drive a great persona and it works just as well in the other direction.

I agree with the core idea very much. As marketers we have what the Heath brothers called a "curse of knowledge" (Made To Stick). We LIVE our marketing. Customers DON'T live for our marketing. They live to raise great kids, experience special moments with people they love and experience life at its fullest.

This is why I like to connect with UCA (Unique Customer Aspirations) another way of saying "develop an audience-centric" content strategy.

UCA Post
http://www.atlanticbt.com/blog/how-unique-greatness-meets-customer-aspirations/  

Robin Martin's comment, May 15, 2013 10:43 AM
Wow Marty...your own post is perfect! Our shop is professional/organizational learning within the University of Michigan. We have our own website, catalog and very few social media sites. Actually, we have never even used Google keywords/AdWords on our site. I'm thinking this is a definite no-no. Some of us feel it is not necessary since our customers are internal. What is your take on it?
Martin (Marty) Smith's comment, May 15, 2013 12:09 PM
Robin, first thanks for all the RT love today you ROCK. Now lets talk PPC. Can PPC play an important role inside of the Uof M? Maybe. If you have specific goals around list creation or have something to sell in a fairly immediate way PPC can provide an important dimension to the rest of the relationship building you do. Not sure how or what content you are monetizing, but I could see a "free UofM" study or white paper that would get my email into your list. Once there you could nurture those on your list with segmented drip campaigns. Clearly tagging those from PPC will give you the ability to judge ROI. Feel free to email your specific use case to me Martin.Smith(at)AtlanticBT.com and I will spend some time thinking about IF or HOW PPC might help. Least I can do for your sharing my content with your great tribe of followers :). Marty
Content Marketing & Content Strategy
Models. Tools & Steps To Executing A Content Strategy
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5 Step Guide To Creating Successful 4th of July Content Tailored For The Social Audience [Infographic]

5 Step Guide To Creating Successful 4th of July Content Tailored For The Social Audience [Infographic] | Content Marketing & Content Strategy | Scoop.it
Content creation isn’t rocket science, but that’s not to say it doesn’t involve just as much effort and thought most times. Back in the day when copywriters carefully crafted the headline a…
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7 Essential Tips for Better Storytelling

7 Essential Tips for Better Storytelling | Content Marketing & Content Strategy | Scoop.it

There was a story ready to be told. It was short, it was powerful. It was worth fighting for. 

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Marco Favero's curator insight, July 3, 12:33 PM

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12 Components of a Digital Marketing Strategy

12 Components of a Digital Marketing Strategy | Content Marketing & Content Strategy | Scoop.it
As we’ve been watching the trends in the medical device industry, we see that it is currently valued at a staggering $100 billion dollars. Investment in this industry has more than doubled in the p…
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Marco Favero's curator insight, July 2, 6:14 AM

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A 4-Step Guide to Finding Your Influencers | Zoomph

A 4-Step Guide to Finding Your Influencers | Zoomph | Content Marketing & Content Strategy | Scoop.it
If you want to put your Social Media marketing into overdrive, you must learn how to leverage influencer marketing. Yes, I said it. Influencer marketing is a
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How To Repurpose Your Content Correctly (Infographic)

In Express Writers latest infographic, we study why you should repurpose your content, and why Twitter should be your main focus, and give you 6 easy ways to r…
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SENAME Interactive's curator insight, July 2, 2:05 AM

Coming up with great content is time-consuming. Repurpose content helps to save time and helps to stay in the content marketing race. 

Marco Favero's curator insight, July 2, 3:11 AM

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9 Different Blog Post Types and How to Use Them

9 Different Blog Post Types and How to Use Them | Content Marketing & Content Strategy | Scoop.it
It doesn’t matter if you’re just starting your first blog or are a veteran blogger, there will come a time where you will have writers block. It could be because it’s Friday afterno…
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5 Effective Twitter Tools That Will Make You A B2B Social Media Marketing Pro

5 Effective Twitter Tools That Will Make You A B2B Social Media Marketing Pro | Content Marketing & Content Strategy | Scoop.it
While it might seem like Twitter is just for teenagers and tech-savvy adults, it’s actually an incredibly powerful B2B social media marketing tool. In a world where 75 percent of purchase decisions…
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3 Frameworks For Planning International Content Marketing

3 Frameworks For Planning International Content Marketing | Content Marketing & Content Strategy | Scoop.it
International Content Marketing is trickier than you may think. It’s not enough to translate your content! Here are 3 frameworks you might want to use when planning your strategy. Going internation…
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6 Things Rock-Star Community Managers Never Do

6 Things Rock-Star Community Managers Never Do | Content Marketing & Content Strategy | Scoop.it
Over the past ten years, my blog has offered many suggestions on community management strategy and operations best practices, as well as ideas for programs and lots of practical advice. But one thing…
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Elements Of The Best Pinterest Profile

Elements Of The Best Pinterest Profile | Content Marketing & Content Strategy | Scoop.it
Setting up your Pinterest profile is all about the chemistry. You need the right mixture of great visuals and descriptions, the right mixture of timing and content, with your decisions being driven b…
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Marco Favero's curator insight, June 24, 10:28 AM

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How to Create an Influencer Marketing Campaign

How to Create an Influencer Marketing Campaign | Content Marketing & Content Strategy | Scoop.it
Given a choice, your prospective customers are less likely to succumb to paid media and more likely to heed the recommendation of someone they trust.
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Marco Favero's curator insight, June 23, 3:07 PM

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6 Free Online Tools Every Business Owner Should Know About

6 Free Online Tools Every Business Owner Should Know About | Content Marketing & Content Strategy | Scoop.it

Often short on time, sleep, and money, new business owners need all the help they can get.

Thankfully, there’s no shortage of free online tools designed to help streamline and simplify day-to-day tasks. By taking advantage of these resources and improving your workflow, you’ll get more done, and spend less.

Below is a list of our favorite free tools for new business owners.

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5 Steps To A Successful Content Marketing Campaign

5 Steps To A Successful Content Marketing Campaign | Content Marketing & Content Strategy | Scoop.it
New pieces of content are being created and shared all the time. In the growing industry of content marketing, more competition will be entering your space and working to overthrow you. The question…
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Marco Favero's curator insight, June 22, 4:14 AM

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Content Marketing: Start With Your Editorial Promise

Content Marketing: Start With Your Editorial Promise | Content Marketing & Content Strategy | Scoop.it
Traffic. It’s such an easy metric to focus on. You check your analytics, the numbers are going up, and you show your boss. She is pleased. You both consider this success, and more importantly the h…
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YouTube Community Development: How to Build a Following With YouTube

YouTube Community Development: How to Build a Following With YouTube | Content Marketing & Content Strategy | Scoop.it
Social Media Marketing Podcast 152, in this episode Tim Schmoyer will explore how to create a community with YouTube.
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29 Vital Metrics to Measure Content Marketing Success [Infographic]

29 Vital Metrics to Measure Content Marketing Success [Infographic] | Content Marketing & Content Strategy | Scoop.it
Content Marketing is the beautiful art of making work that matters — and then, finding ways to share it with people who want to see it. It’s defined as any type of marketing that involves creatio…
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Marco Favero's curator insight, July 2, 6:14 AM

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Marketing Automation Hacks: MailChimp

If you’re already using MailChimp, then you know that Marketing Automation is an indispensable tool for executing on your inbound marketing strategy. But the m…
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Content is for Closers: How to Leverage Content for Sales Enablement

Forget coffee. Content is for closers! These slides are from my keynote presentation at Pipecon 2015 where we talked about how content can be used to accelerat…
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How To Write Content Marketing Headlines To Improve SEO

How To Write Content Marketing Headlines To Improve SEO | Content Marketing & Content Strategy | Scoop.it
According to CopyBlogger, 80% of readers don’t read beyond the headline. Additionally, over 90% of internet users are turning to search engines on a monthly basis for new information. If you…
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Marco Favero's curator insight, July 1, 6:46 AM

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9 Ways Your Business Can Use Periscope

9 Ways Your Business Can Use Periscope | Content Marketing & Content Strategy | Scoop.it
The live-streaming app from the folks behind Twitter has been an instant hit. Here’s how your business can use Periscope’s popularity to expand your online reach and promote your brand to a fresh…
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Marco Favero's curator insight, July 1, 5:13 AM

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6 Ingredients for a Successful Content Sharing Recipe

6 Ingredients for a Successful Content Sharing Recipe | Content Marketing & Content Strategy | Scoop.it
In my last blog post, “77 Content Types to Feed Your Audience,” I offered guidance on planning a content menu that meets the demanding appetites of your audience. Well, now it’s time to share t…
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Facebook Bluetooth Beacons 101

Facebook Bluetooth Beacons 101 | Content Marketing & Content Strategy | Scoop.it
Facebook Bluetooth Beacon is becoming popular among businesses around the world as a simple way to inform people nearby about businesses campaigns and offers. The Bluetooth Beacon is a small device t…
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Content Marketing Buyer Personas In A Nutshell (Infographic)

Content Marketing Buyer Personas In A Nutshell (Infographic) | Content Marketing & Content Strategy | Scoop.it
In any form of marketing, the key to effective communications that generate the kind of results you want depend on how well you know the people you are talking to. Each person has unique attributes t…
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How Periscope and Meerkat Stack Up Against Established Social Apps #infographic

How Periscope and Meerkat Stack Up Against Established Social Apps #infographic | Content Marketing & Content Strategy | Scoop.it
Thousands of people are estimated to have watched Floyd Mayweather defeat Manny Pacquiao via live-streaming Twitter app Periscope and rival Meerkat. The buzz was so great that Twitter CEO Dick Costolo declared Periscope "the winner" of the so-called "Fight of the Century." The implications of this new tech, especially regarding broadcasting rights and their applicability in recording live news events like protests, have raised many questions. But recent buzz aside, are the new apps on the block really that popular? Horizon Media's WHY Group polled consumers to find out.
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Live Stream: Alternatives to Periscope and Meerkat

Live Stream: Alternatives to Periscope and Meerkat | Content Marketing & Content Strategy | Scoop.it
Here are some alternative services to live stream video without Periscope or Meerkat.
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Marco Favero's curator insight, June 22, 4:14 AM

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