WORK YOUR
ASSETS OFF
Build With Distribution In Mind for
More Impact with Less Effort
PURNA VIRJI
Author, High-Impact Content
Marketing
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/in/purnavirji
@purnavirji
How many times on
average do people wear
an item of clothing
before tossing it?
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High impact comes from
designing your content and
distribution to work harder for
you.
/in/purnavirji
@purnavirji
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/in/purnavirji
@purnavirji
Source: The Axis of Awesome ‘4 Chords’ on Network Ten Australia, via YouTube.
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/in/purnavirji
@purnavirji
Apply one concept to:
1. Different Audiences
2. Different Stages
3. Different Angles
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/in/purnavirji
@purnavirji
1. SAME CONCEPT,
DIFFERENT
AUDIENCES
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/in/purnavirji
@purnavirji
Get more impact
by tailoring an
idea for different
audiences.
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/in/purnavirji
@purnavirji
DEMOGRAP
HICS
Demographic and socio-economic
characteristics such as age range,
gender, ethnicity, education level,
occupation, employment history,
income level and marital status.
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/in/purnavirji
@purnavirji
20s and 30s 40s and 50s
Source: Fidelity.com
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/in/purnavirji
@purnavirji
PSYCHOGRAP
HICS
Lifestyle and personality-based
characteristics such as values and
beliefs, interests and hobbies,
opinions and emotions as well as
priorities and motivations.
/in/purnavirji
@purnavirji
FIRMOGRA
PHICS
Organization-based characteristics
such as trade, industry, location,
years in business, company stage,
size, revenue and purpose.
/in/purnavirji
@purnavirji
Why start from scratch with each
audience?
Repurpose existing content to
meet their needs in a more
personalized and relevant way.
Demographic Psychographic Firmographic Geographic
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/in/purnavirji
@purnavirji
2. SAME CONCEPT,
DIFFERENT FUNNEL
STAGES
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/in/purnavirji
@purnavirji
Take content created for one
stage of the funnel and
create derivatives that can
work for other stages.
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/in/purnavirji
@purnavirji
It all comes down
to the stages of
awareness.
Source: Schwartz, E.M. (2004) Breakthrough Advertising.