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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
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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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Social Media Platforms 2015 [Research]

Social Media Platforms 2015 [Research] | Content Marketing & Content Strategy | Scoop.it
Social Media Platforms 2015- Which ones should you use? Here's a breakout based on research including actionable social media marketing tips.
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Marco Favero's curator insight, May 28, 3:36 AM

aggiungi la tua intuizione ...

Roberto Fuso Nerini's curator insight, May 28, 4:09 AM

Main Social Media Platform most commonly used in 2015 #SMM

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Google AdWords: An Overview of Reporting Tools

Google AdWords: An Overview of Reporting Tools | Content Marketing & Content Strategy | Scoop.it
Once you’ve set up your AdWords account and launched a few campaigns, it’s time to see how all that hard work has paid off! Google offers a variety of reports and tools to cater to the metrics th…
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How to Create a Free Website – Top 5 Free Website Creators

How to Create a Free Website – Top 5 Free Website Creators | Content Marketing & Content Strategy | Scoop.it
The importance of a business website can never be sidelined. But the problem most face is running it without expert help. Can you run a full-fledged, professional site without adequate coding knowl…
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9 Tips for Becoming a Social Media Influencer

9 Tips for Becoming a Social Media Influencer | Content Marketing & Content Strategy | Scoop.it
Do you want people to come to you for social media advice? In this article, you'll find nine tips that can help you become a social media influencer.
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Marco Favero's curator insight, May 27, 9:20 AM

aggiungi la tua intuizione ...

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How To Save Good Content From Bad Headlines

How To Save Good Content From Bad Headlines | Content Marketing & Content Strategy | Scoop.it
It’s rare but, according to Murphy’s Law, it can happen. In a cruel twist of fate, your blog post was ruined by a bad headline. Somewhere in the content editing and approval process, something…
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Don’t Trust Your Gut: Measure Content Marketing with Data

Don’t Trust Your Gut: Measure Content Marketing with Data | Content Marketing & Content Strategy | Scoop.it
Content is the most trusted form of conversion. But do you know how to measure content marketing? Stop trusting your instinct and trust real, concrete data.
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How to Be Awesome on Twitter: New Tools for Twitter Pros

How to Be Awesome on Twitter: New Tools for Twitter Pros | Content Marketing & Content Strategy | Scoop.it
Social Media Tools make your life easier and there are tons of Twitter tools designed for specific tasks. In this post, we would like to list down some of the new Twitter tools which we have tried an…
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CIM Academy's curator insight, May 27, 4:59 AM

Essential tips to improve the performance of your Twitter account.

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7 Steps To Building Your First Lead Nurturing Campaign

7 Steps To Building Your First Lead Nurturing Campaign | Content Marketing & Content Strategy | Scoop.it
So, you’re ready to build your first lead nurturing campaign? Get excited – this is a huge step for your marketing. For those who aren’t sure what you can get out of a lead nurturing campaign,…
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13 Real-World Examples of How Content Curation Can Be Monetized

Real-world examples showing how gathering, collecting, organising and adding value to existing available information can create useful and economically sustain…

Via Robin Good, Sabina Viezzoli
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Marco Favero's curator insight, May 25, 3:56 AM

aggiungi la tua intuizione ...

ChemaCepeda's curator insight, May 25, 11:03 AM

La curación de contenidos no es solo seleccionar, cortar, sino que es un proceso que va mucho más allá. ¿Filtras, curas o destilas?

RIVKI GADOT's curator insight, May 27, 2:21 PM

excellent!

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How to Create and Manage the Perfect Facebook Page for Your Business

How to Create and Manage the Perfect Facebook Page for Your Business | Content Marketing & Content Strategy | Scoop.it
A complete guide to Facebook pages for businesses. Everything you need to know about Facebook pages from creation to posting to management and more.
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14 Content Marketing Tools That Will Double Your Search Traffic

14 Content Marketing Tools That Will Double Your Search Traffic | Content Marketing & Content Strategy | Scoop.it

What’s the best content marketing tool out there? Chances are, it’s mentioned in this article – along with thirteen other tools that can double your blog’s search traffic when paired up with good stories and valuable content.

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5 Ecommerce Tools You Can't Live Without - Sellbrite

5 Ecommerce Tools You Can't Live Without - Sellbrite | Content Marketing & Content Strategy | Scoop.it
While there are a many great products out there to help you sell online, these 5 ecommerce tools are ones you should be using right now.
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9 Tips to Connect with Your Inner Genius and Find Your Best Content Marketing Stories

9 Tips to Connect with Your Inner Genius and Find Your Best Content Marketing Stories | Content Marketing & Content Strategy | Scoop.it
Ideas. If you’re like most entrepreneurs, you’re distracted by at least one or two every day. If you’re lucky, one or two might spark your next great blog post or a heartfelt email to your subs…
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20 Community-Building Tips That Will Get You Noticed

20 Community-Building Tips That Will Get You Noticed | Content Marketing & Content Strategy | Scoop.it
Though your company shouldn’t be solely focused on the numbers, growing your audience online does matter. And while there are plenty of community-building tips to grow in size, these tips are more…
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Are Your Landing Pages Built For Mobile? [Infographic]

Are Your Landing Pages Built For Mobile? [Infographic] | Content Marketing & Content Strategy | Scoop.it
According to Internet Retailer, “60% of mobile consumers use their mobile device as a primary or exclusive internet source.” Google recently reported that “more Google searches take place on mo…
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Content Marketing for Attorneys - Explained!

Content Marketing for Attorneys - Explained! | Content Marketing & Content Strategy | Scoop.it
Content Marketing is the distribution of useful and engaging information to potential clients in order to create name awareness, enhance reputation and build trust. With content marketing, the lawy...
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The Guide To Using Multiple Blogging Platforms In Your Content Strategy

The Guide To Using Multiple Blogging Platforms In Your Content Strategy | Content Marketing & Content Strategy | Scoop.it
Facebook recently launched a new pilot program called “Instant Articles” that allows select publishers to upload articles directly to the NewsFeed. LinkedIn has already built a publishing empire…
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Content Marketing 101: Everything You Need to Launch Your First Campaign

Content Marketing 101: Everything You Need to Launch Your First Campaign | Content Marketing & Content Strategy | Scoop.it
You know that content marketing is important. You realize the benefits it holds for your search ranking, your brand’s reputation, your user retention, your propensity for conversion, and your overall online visibility, but you’ve been intimidated to get started with … Continue reading →
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Marco Favero's curator insight, May 26, 8:20 AM

aggiungi la tua intuizione ...

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6 Unique Ways to Target Your Facebook Ads

6 Unique Ways to Target Your Facebook Ads | Content Marketing & Content Strategy | Scoop.it
Do you use Facebook ads? In this article, you'll learn six ways to target Facebook users with your ads, many you've likely not considered.
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John M. Holland's curator insight, May 26, 8:06 AM

Do you use Facebook ads? In this article, you'll learn six ways to target Facebook users with your ads, many you've likely not considered.

CIM Academy's curator insight, May 27, 5:25 AM

How to improve digital advertising on Facebook.

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The Marketing Automation Revolution

It's no secret that Marketing Automation is being adopted by many organizations as an essential tool to nurture and manage leads, and streamline many marketing…
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6 Content Writing Do's #infographic

6 Content Writing Do's #infographic | Content Marketing & Content Strategy | Scoop.it
Content writing is an exhilarating and quite often a humbling experience. Sometimes there is no staring at the blank page. And sometimes you can spend hours working on a few words. But throughout this process, these 6 things are considered important by most content writers.
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Good to Great Content Marketing - 5 Content Marketing Trends to Consider Now

Joe Pulizzi's presentation on what great marketers do with content marketing. Discusses the latest research as to what effective content marketers do differen…
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15 Content Marketing Tools I Use Every Day (And You Should Too)

15 Content Marketing Tools I Use Every Day (And You Should Too) | Content Marketing & Content Strategy | Scoop.it
Let’s be honest: none of us can run a successful blog solely on our own intuition. I know that I have a natural skill for growth hacking, and it’s something I love to do, but that doesn’t mean that I know the answer to every growth problem I face. The truth is, I have a ...
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Marco Favero's curator insight, May 24, 6:13 AM

aggiungi la tua intuizione ...

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8 Design Elements Your Blog Needs Right Now

8 Design Elements Your Blog Needs Right Now | Content Marketing & Content Strategy | Scoop.it
The design of your blog is very important. Make sure you have these 8 design elements on your blog for your readers and for Google.
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Marco Favero's curator insight, May 22, 8:53 AM

aggiungi la tua intuizione ...

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B2B Content Marketing Tips for Creating Winning Content

B2B Content Marketing Tips for Creating Winning Content | Content Marketing & Content Strategy | Scoop.it
The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. W
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Writing killer content for business buyers takes practice.

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