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Rescooped by Martin (Marty) Smith from MarketingHits!

Develop an Audience-Centric Content Strategy

Develop an Audience-Centric Content Strategy | Marketing Revolution |
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 -
Martin (Marty) Smith's insight:

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  

Stefano Principato's curator insight, May 1, 2013 10:12 AM

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.

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) 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
Scooped by Martin (Marty) Smith!

How Your Unique Greatness Meets Customer Aspirations [Marty Video]

How Your Unique Greatness Meets Customer Aspirations [Marty Video] | Marketing Revolution |
Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.
Martin (Marty) Smith's insight:

NEW Concept - Unique Customer Aspiration
Wrote this piece to introduce a new concept called Unique Customer Aspiration (UCA). Your UCA is what you want your customers to achieve as a result of your interaction or partnership.

I was taught to market based on USP or Unique Selling Proposition. USP seems solipsistic now. USP need to be combined with a UCA to insure your marketing doesn't talk to itself about itself.

We live in a socially engaged "Connection Economy", so combining USP + UCA creates a foundation for great Internet marketing.

What about you? Do you know your USP? What are your thoughts on UCA? Share your thoughts and I will curate them into the post.


Brian Yanish -'s curator insight, March 21, 2013 12:07 AM

How are you and your business different?

A quick search on Linkedin for "website designer" shows 300,000+ people who do the same thing I do. So how do you set yourself up as "different"? Try building on your other interests and experiences to strengthen your USP or Unique Selling proposition.

Martin (Marty) Smith's comment, March 21, 2013 12:13 AM
Only ONE Brian Yanish my friend, only one! Marty
Brian Yanish -'s comment, March 21, 2013 12:13 AM