Buyer Personas, the Editorial Calendar, Funnels and Real Life

Personas-the-Editorial-Calendar-Funnels-and-Real-Life

Buyer Personas, the Editorial Calendar, and Real Life

I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

You’ll want to have all of this content created and published according to your timelines, but you will also need to have it available for re-use, within “nurture programs” you’ll set up within the marketing automation platform.

This is where the “automation” comes in. You’ll need to make the information personally available not to “buyer personas”, but to specific individuals as they navigate your website at different times.

These “nurture tracks” may be triggered when individuals [not “personas”] reach or demonstrate certain key thresholds in your data, such as when they first express interest in your site (“new to list”), specific job role (identifying themselves as “executive”, “technical”, or “non-technical”), searching pricing information, when they first become customers, and other elements.

Read more here: Buyer Personas, the Editorial Calendar, and Real Life

Contact me on Twitter @johnbugay

How to Find Your “Buyer Personas” in Your Customer Data

Finding-your-buyer-personas-in-your-data

Once you understand your “buyer personas” in human terms, how do you target them, in actionable ways, in your data?

I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

Finding Your Buyer Personas in Your Data (July 11)

http://acooze.co/capital/finding-your-buyer-personas-in-your-data/

Admittedly, this blog post is going to be a bit more granular and detail-oriented than you’ll see from many content marketing providers, but given that we’re involved in “database marketing,” it seems important to understand some basic things about data.

I’m @johnbugay

Updated: my résumé and LinkedIn profile

I am still: a marketing manager (recently with a start-up software/robotics firm), long-term copywriter, seeking a position as a marketing technologist (Eloqua preferred) on a team dedicated to marketing automation, digital marketing, email marketing, content marketing, and social media.

My current résumé: Bugay-2013-Resume-REVISED-07-01

I’ve also added links to articles I’ve published in the last several weeks:

Understanding Buyer Personas: A Collision of Human and Technology (June 19)
http://acooze.co/capital/buyer-personas-a-collision-of-human-and-technology/

If content marketing is one side of the coin, then could marketing automation be the other? In fact, could we argue that the software came first, and [only] more recently, the set of best practices that have evolved around the software (which became known as content marketing or inbound marketing)?

Define the Human Side of the Buyer Persona (June 26)
http://acooze.co/capital/define-the-human-side-of-the-buyer-persona/

The buyer persona from the human angle: Most likely, you as a marketer will need to work with sales in order to understand who you’re likely to be speaking to. You know what you should do this with as much detail as possible. You may even want to poll or interview some customers.

Buyer Personas and the Marketing Funnel (July 5)
http://acooze.co/capital/buyer-personas-and-the-marketing-funnel/

Of course, to draw a proper map at this point would be an extremely complex task, even in the generic. All that we’ve done at this point is to try to put together the big picture of content management and data analysis, and how they fit together. To get specific would become even more complex than that. We have not yet begun to map data to the various touch-points.

See also: http://acooze.co/content-marketing/

Please follow me @johnbugay

“Buyer Personas and The Marketing Funnel – Its a confusing World”

Forrester Research: The New Marketing Funnel

What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

… if you’ve studied content marketing at all, you’ve seen the sales funnel or the marketing funnel. This is traditionally how marketers are given to think about how customers progress on their journey from someone who doesn’t even know about you to being a customer.

About a year ago, Forrester Research published a new version of the funnel…. As you can see, the funnel has become a bit more complex.

My article this week walks you through the growing number of complexities that are being faced as marketers delve further into the world of marketing automation.

Read more here to see and understand the current state of “the marketing funnel”.

I’m @johnbugay

Understanding Buyer Personas: The Human Side

The Human Side
The Human Side
Reposted from @acooze:

What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

Building and understanding buyer personas is important because as you understand the personas you’re dealing with, you can begin to understand their pain points.

Then you need to create benefit statements that correspond to those pain points. Benefits statements become the key messaging units of the content. But first, you’ve got to begin creating and then mapping the various personas.

Different people in your target accounts are going to have different concerns. And accordingly, they’ll be searching for answers to different kinds of questions.

I thought I’d provide example that shows you how marketing and sales can work together to craft useful personas. Then discuss how “content” could map to those personas…

Read more: The Human Side of the Buyer Persona.

I’m @johnbugay

@ Clayton Kendall for a day

I’d like to thank the good folks at Clayton Kendall, who had me in for a “work-for-a-day” kind of second interview. I’ve applied for an Email Marketing Manager position with them, and I was one of three candidates to be invited back for a day. I was given several “tasks” to do, which involved providing some marketing strategies and other written tests. I think I did well.

I’ll let you know!

@johnbugay

Caution: Heavy Lifting on the IT Side of Marketing

Alan Pringle @scriptorium has put together an article that could have been subtitled, “The Technical Side of Content Management: 11 Questions to Ask”.

When IT is MIA, content strategy crumbles.

Based on “hard experience”, he makes the following personnel-based observation:

Among those authoring content, have at least two tech-savvy employees who are the main points of contact with the IT department. These technical liaisons collect information about performance issues and other problems and then work with the IT group to solve the issues. Don’t play the I’m just a writer and don’t want to be bothered with the technical details card and leave all the heavy lifting to the IT group.

He notes, “Having a primary IT resource for content processes is a logical approach, but there needs to be a secondary resource who is more than just a backup in name only. The secondary resource should be well-versed in the tools and participate in basic maintenance to develop a working knowledge of the system.”

At this point, I just want to point out the line on my résumé where it says I was “marketing liaison with MIS/IT”. I’m a guy who can handle the heavy lifting on the IT side of the Marketing house.

Do you know someone who needs help with that?

I’m @johnbugay.