Archives for September 2015

Content Experiences: How to Create More Impact with Less

Content Experiences: How to Create More Impact with Less

This is Episode 52 of This Old New Business weekly business podcast with Jeff Korhan.

In this episode, Robert Rose uncomplicates the practice of content marketing for us. We hear a lot about creating outstanding content, but more important is how it is strategically designed to create remarkable content experiences.

Robert Rose is in the business of helping marketers become stellar storytellers. He is the Chief Strategy Officer for the Content Marketing Institute, and Senior Contributing Consultant for Digital Clarity Group. As an author, Robert’s new book Experiences: The 7th Era Of Marketing has been called “a treatise, a call to arms and a self-help guide for creating the experiences that consumers will fall in love with.”

Listen in as Robert shares why it’s time to think about creating less content that has more impact on the buyers journey.

Create Integrated Content Experiences

Robert Rose suggests stepping back to consider how your content strategically moves the business forward, because that is its true value. Understanding that even global brands are challenged with creating exceptional content experiences, Rose suggests focusing on one key part of the buyer’s journey, such as the lead nurture or loyalty experiences.

Then consider how that content integrates with everything else to collectively create remarkable content experiences. There is no question that content can be an amazing business differentiator, but only if it is strategically designed to deliver specific value over time.

You may wish to think of your content marketing as building a beautiful wall, brick by brick. This requires knowing what that wall will eventually look like, and what purpose it serves, in terms of changing how buyer think, feel and act towards your business or brand.

I’d love to hear your thoughts on content experiences? Meet me over on Twitter to take the conversation further.

Content Experiences: How to Create More Impact with Less

Key Take-Aways

How to subscribe to This Old New Business podcast

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You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Buyer Personas: Insights for Experience Driven Marketing

Buyer Personas: Insights for Experience Driven Marketing

This is Episode 51 of This Old New Business weekly business podcast with Jeff Korhan.

In this episode Adele Revella provides shares valuable insights into understanding what your buyers are thinking throughout the buyers journey.

Adele is CEO of the Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley, 2015). She offers a compelling strategy for marketers seeking the confidence to say: “This is what really matters to our buyers. So here’s the plan.”

Listen in as we discuss how buyer personas can help your business understand your buyers’ decision criteria, so that you can better design your marketing to enhance that experience.

What Do Your Buyers Really Want to Know?

Adele Revella contends that marketers and companies, in general, are too isolated from what their buyers really think about as they are going through the buying experience.

She suggests interviewing them one-on-one to gain insights from their story. Using The Five Rings of Buying Insight, she lays out a predictable structure for creating experience driven marketing that helps buyers that often feel lost. Adele says, “Many buyers give up because nobody is really helping them. This is the big opportunity.”

5 Rings of Buying Insight

Insight 1 – Priority Initiative

Determine the most compelling reasons that  your buyer decided to invest in your solution, and develop strategies that trigger these actions.

Insight 2 – Success Factors

The results your buyer persona expects to achieve from a solution like yours, and the risks involved with achieving it, must be clearly understood.

Insight 3 – Perceived Barriers

Every industry has its perceived barriers. Using your content marketing to remove them often involves pulling back the curtain and sharing true and relevant stories that resonate with buyers.

Insight 4 – Buyer’s Journey

Buyers seldom make decisions in isolation. Family, friends and others influence their decisions. Understanding these influences enables a business to allocate resources to address these needs.

Insight 5 – Decision Criteria

What motivates buyers can be a complex process, or a decision based almost entirely on emotion. Decision criteria often surprise companies that are in love with their products and services. More important is to fall in love with the buyer personas that become customers.

Buyer Personas: Insights for Experience Driven Marketing

I’d love to hear your thoughts on buyer personas? Meet me over on Twitter to take the conversation further.

Key Take-Aways

  • Learn more about Adele’s work with buyer personas at Buyer Persona Institute
  • Connect with Adele on Twitter at @buyerpersona
  • The buyer persona is not the ideal customer. Listen in to learn more, and also the distinction between the buyer’s journey and the customer experience.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+