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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:

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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.

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/in/purnavirji @purnavirji Sustainability Interest-based stories Source:

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/in/purnavirji @purnavirji FIRMOGRA PHICS Organization-based characteristics such as trade, industry, location, years in business, company stage, size, revenue and purpose.

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/in/purnavirji @purnavirji Source: Verticalized Trends

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/in/purnavirji @purnavirji GEOGRAPHI CS Location-based characteristics such as city, state, country, climate and language spoken

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/in/purnavirji @purnavirji Source: Frito Lays, via GWI Europe: UEFA-focused USA: Superbowl-focused

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/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.

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/in/purnavirji @purnavirji 1ST STAGE: UNAWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think top funnel.

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/in/purnavirji @purnavirji Source:

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/in/purnavirji @purnavirji 2ND STAGE: PROBLEM AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think top to mid funnel.

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/in/purnavirji @purnavirji Source:

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/in/purnavirji @purnavirji 3RD STAGE: SOLUTION AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think mid funnel.

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/in/purnavirji @purnavirji Source:

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/in/purnavirji @purnavirji 4TH STAGE: PRODUCT AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think mid to bottom funnel.

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/in/purnavirji @purnavirji Source:

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/in/purnavirji @purnavirji 5TH STAGE: MOST AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think bottom funnel.

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/in/purnavirji @purnavirji Source:

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/in/purnavirji @purnavirji Remember: You need content for every stage of awareness.

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/in/purnavirji @purnavirji 3. SAME CONCEPT, DIFFERENT ANGLES

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/in/purnavirji @purnavirji Speak to the top buyer motivations.

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/in/purnavirji @purnavirji FOR PROFIT OR GAIN e.g., Speak to the confidence they’ll enjoy with whiter teeth and fresher breath.

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/in/purnavirji @purnavirji TO AVOID LOSING SOMETHING e.g., Remind them of the pain of cavities.

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/in/purnavirji @purnavirji FOR PRIDE OR EGO e.g., Praise them for making the right choices for their dental health.

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/in/purnavirji @purnavirji SIMPLY ON IMPULSE e.g., Tempt them to try the cool new flavour that’s extra tingly.

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/in/purnavirji @purnavirji FOR COMFORT OR CONVENIENCE e.g., Share how it was designed to be extra effective in preventing decay.

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/in/purnavirji @purnavirji FOR ACCEPTANCE OR AFFECTION e.g., Show how a confident smile can help them win friends and influence people.

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/in/purnavirji @purnavirji The same content can feel minty fresh coming from different angles.

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/in/purnavirji @purnavirji FIND BIG IDEAS. WORK YOUR ASSETS OFF.

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THANK YOU! Say hello: or You can find the book here: /in/purnavirji @purnavirji