Creating the content to satisfy your prospects

Yesterday I asked if your website is doing as good a job of selling as an experienced salesman would. A really good three-part article on The Connected Marketer talks about how to specify and create the content which actually meets the needs of your prospects. Content Mapping 101 helps you define the different people who you might be wanting to interest, and the buying stages they might be at. From here you can ensure you develop the material to answer the questions they’re going to have. Yes, it’s a big task, but isn’t this going to be more productive a writing task for someone than yet more dull press releases?

Discussion

  1. nick trendov

    Brilliant!

    Persona use in my experience takes a little time to explain and focus on the why to understand why an investment is worth the time.

    A persona is a mask and any customer can wear any mask at any time.
    What is the mask?
    BING ‘neuropersona, WordPress and Behaviours’ for detail though think of a mask as behaviours or stories. Marketers don’t know how people will behave and success is achieved by selling to the MASK not the customer.

    Persona use is about the behaviour and the story which is different than content.

    http://www.neuropersona.com may help, though it is important to know why a persona helps content align products to customers and mail drip is one option, though it has a command and control perspective.

    Once you understand how a Persona or Neuropersona is applied then consider HOW to apply the technique. In our experience a Persona helps you align customers to products, quickly and simply.

    How is this done?

    Each Neuropersona MASK is made up of stories.
    Each Product is surrounded by stories.
    We use content, stories, web or social media sites to align Neuropersona or Customer stories with Product stories.

    Link to SEO
    We talk as we talk, first in places and now across web and social media places.
    Look for @TransMediaSEO in Twitter and have a look at S5maps to understand how website and social media stories align Persona and Products.

    We have 12 years of experience applying personae and are taking this experience to market with the Neuropersona brand and look forward to applying the technique in a transmedia environment. #transmedia for folks who are SEO professionals or who want to understand the hotest way to tell stories through video, games combined with the physical world.

    Cheers,
    Nick
    http://www.neuropersona.com

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