Content Marketing_Workbook_v2.0 PT1.pdf

The day enjoying life to the full objectionsdislikes

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the day, enjoying life to the full Objections/dislikes: Office jobs, being alone Inspirations/motivations: Female entrepreneurs, yoga experts Personal goals: Expand business, have another child Passions: Simplicity, healthy living Values: Family – especially her children, work/life balance, honesty Objections/dislikes: Working away from home too often, demanding customers Occupation Occupation: Retail sports store attendant Employment status: Casual Time in current role: Less than 2 years Seniority of role: Entry level Company size: Medium Industry: Retail Career goals: Become a successful adventure sports film director Occupation: Small retail business owner Employment status: Full-time, owner/ founder Time in current role: 7+ years Seniority of role: Senior level Company size: Small Industry: Wedding planning Career goals: Expand her business interstate Online Activity Frequency: Multiple times daily Device: Smartphone Activities: Social media, video content, streaming films and TV shows Frequency: Daily Device: Laptop and/or smartphone Activities: Work-related, news, photo editing Social Media Networks Networks used: Facebook, Instagram, Snapchat Favourite network: Facebook Networks disliked: Twitter, LinkedIn Content preferences: Photos, video Networks used: Instagram, Twitter, LinkedIn, Pinterest Favourite network: Instagram Networks disliked: Facebook Content preferences: Photos, articles/blog posts
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93 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 3.5 Buyer Persona Template The following activity is based on your chosen organisation. Using the Buyer Persona Template, develop at least one buyer persona for your organisation. List the social media networks used by your buyer persona(s)
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94 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 3.6 Generating Content Topics “Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek” – Seth Godin, Author of Permission Marketing Let’s quickly review the activities completed to date to develop your blog and content marketing strategy, namely: f Defining your business, marketing and content marketing objectives f Completing a SWOT analysis to determine your current position in the market f Conducting content and SEO audits to determine the value of your existing content and identify target keywords f Defining your target market by developing buyer personas These activities lay the foundation for your content strategy and implementation plan. Defining your content strategy requires two main actions: f Generating content ‘topics’ to suit the organisation’s content marketing objectives and buyer personas f For each content topic, developing a one page content strategy outlining the content you will create, which social media network(s) will be used, how frequently content will be posted, and any target keywords Generation of Content Topics
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