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Marketing Revolution
Moving Toward A New Marketing.
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Rescooped by Martin (Marty) Smith from Digital Brand Marketing!

How Buyer Personas Come to Life with Content Creation

How Buyer Personas Come to Life with Content Creation | Marketing Revolution |

Take a step-by-step look at how to quickly build relevant buyer personas and easily create resource-rich content aligned with your audience needs.

Via Pedro Da Silva, Os Ishmael
Martin (Marty) Smith's insight:

Great post about how to connect two important dots: buyer personas and content marketing. Customers are different, but they are usually different in similar ways (lol).

This means we can form cohorts or groups of customers in order to increase the relevance of our messaging, marketing and communication. Relevance is an important idea.

Batch and blast days where the same message, usually SALE SALE SALE, is sent to everyone is over. Making sure you send relevant messages to your customers is now a CSF (Critical Success Factor). Sending non-relevant messages is NOISE and the world is noisy enough.

Add to the world's noise and you break the first rule of web marketing - permission means only relevant messages please. The web is so DATA RICH customers are USED TO relevant communication. So used to relevant communication they will not look on being spammed lightly or without action (leaving your list or worse discussing how non-relevant you are to their social nets).

Oh, and don't forget to CURATE content more than you CREATE content because curating sends the "we listen and care about others" signal and trust us you want that :).

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Scooped by Brian Yanish -!

Superfans: The Secret Weapon In Marketing #socialmarketing

Superfans: The Secret Weapon In Marketing #socialmarketing | Marketing Revolution |

Let’s face it—social media, like any other type of marketing, comes down to results.

Every day, people are asking about better ways to assess the value of social media. When you search for something on Google , you already know what you want, right? On social media it’s hard to track direct and immediate sales, because it is more of a discovery tool that creates a need to buy when the time is right. However, now there is a way you can directly correlate the commercial value of metrics on social media.

According to a recent report, a Facebook friend is worth about $174—a 28% increase over last year — and it is expected to increase exponentially. Wouldn’t you consider a brand suggested by a friend on Facebook over one advertised in a magazine?

Marty Note:
Great post by Brian and @MarketingHits. I shared the long version of the funny "Martin learns to become an Inernet marketer" story on G+: Thanks to Brian Yanish for the great share.

BTW, this post is also closely related to why personas and segments are so important to Internet marketers. When you know WHO you are talking to you know how to talk.

Brian Yanish -'s insight:

Brands need to use follower analytic tools and to find Superfans. It is not hard to build a Superfan list. Then give them something special related to your brand. 

Esther Coronel De Iberkleid's comment, June 14, 2013 1:41 PM
Great comment Martin! I believe once we have the FANS the superfans are joining by themselves!! I would never consider a superfan someone I pay for. The concept for me is related with values not with money at all!
Martin (Marty) Smith's comment, June 14, 2013 1:57 PM
Yes Esther, but SuperFans have an agenda too. When we ( the specialty gift distributor founded by Janet McKean) worked with Oprah we discovered her magic. Oprah rarely stuck her reputation all the way out there. She would take something that already had momentum and blow it apart. We did see her reach down to an ceramic artist we knew and pluck her from semi-obscurity. That interaction came after big presentations in Elle Decor and Redbook, so there was a shelf of support. Oprah (and my ex Janet McKean) must watch signal creators like those magazine like hawk on a wire. Oprah's touch of this ceramic artist blew them up and then right back down again (they didn't have their process ready for such a HUGE growth spurt). Superfans want to be a powerful second on trends that will add to their reputation as finder of cool things and trends. First is way to risky for most (Oprah included).
Esther Coronel De Iberkleid's comment, June 14, 2013 2:39 PM
Thank you Martin for sharing such a powerful insight and comment at the same time. Yes I agree there are times when things happen and do not flow as expected possibly, always for a reason They may be successful or not, also for a reason. We definitely have to find the lesson to understand the why. I believe we are all messengers delivering messages. Some people are ready and some may not be ready. Still there is a deep lesson for all to learn. This is life!!! This is why we are here. Challenges are just ways to direct us to our final destination. Technology included!
Scooped by Martin (Marty) Smith!

Hero Stories - 7 Stories Every Website Should Tell

Hero Stories - 7 Stories Every Website Should Tell | Marketing Revolution |

Hero Stories Are CSFs
Critical Success Factors in a post Google Panda and Penguin time begin and end with engagement. 

Martin (Marty) Smith's insight:

There are 7 Hero Stories every website should tell. Which kinds of hero stories your website should be telling is locked inside your personas, segments and metrics.
Here are the 7 types of Hero Stories:

* Enlighted.

* Vicarious.
* Altruistic.
* Rescue.

* Stranger (stranger in a strange land).
* Heroes Like Us.

* Heroes Together.

Created a Google Doc with examples of each hero type with URL links: 

If you have favorite examples of hero websites, pages or copy share them here:  

malek's comment, August 31, 2013 8:05 AM
Thanks for sharing the Google Doc
Rescooped by Martin (Marty) Smith from Marketing de contenidos, artículos seleccionados por Eva Sanagustin!

Marketer's Template for Creating Buyer Personas From Hubspot

Marketer's Template for Creating Buyer Personas From Hubspot | Marketing Revolution |

Download @HubSpot's free template to creating buyer personas.

Marty Note
Wow this is generous. Hubspot is sharing a template to help you create personas. Persona creation is increasingly important since relevance is key to engagement and engagement keeps site heuristic measures such as Tim On Site and Pages Viewed up. Keeping site heuristic measures up helps with SEO and SEO helps with traffic and traffic is money.

Creating personas can be a pain. This template makes it easier Also read Managing Content Marketing by Rose and Pulizzi for more on how to create and use personas.

Via Eva Sanagustin
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