Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Purna Virji - work your assets off
Search
Turing Fest
PRO
July 05, 2023
Technology
0
200
Purna Virji - work your assets off
Turing Fest
PRO
July 05, 2023
Tweet
Share
More Decks by Turing Fest
See All by Turing Fest
Andy Budd: The Growth Equation: 7 Essential Steps to Finding Product Market Fit
turingfest
PRO
0
150
Andrey Vinitsky: Babe Are You OK? You've Barely Touched The Dashboard You Claimed Was Mission Critical
turingfest
PRO
0
98
Finbarr Taylor:From Scotland to Silicon Valley: Lessons Learned Raising $100m & Building a Global SaaS Business
turingfest
PRO
0
72
Megan Caywood: A Product Playbook to Building a Unicorn
turingfest
PRO
0
50
Jason Miller: Branding in the Age of AI
turingfest
PRO
0
74
Petra Wille: Lessons on Storytelling for Product Builders
turingfest
PRO
0
76
Meri Williams: Career Vectors: Navigating Modern Careers
turingfest
PRO
0
100
Todd Olson: How AI Supercharges Product-led Growth
turingfest
PRO
0
64
Rand Fishkin: Zero-Click Marketing
turingfest
PRO
0
86
Other Decks in Technology
See All in Technology
生成AI時代のセキュアコーディングとDevSecOps
yuriemori
0
130
プレーリーカードを活用しよう❗❗デジタル名刺交換からはじまるイベント会場交流のススメ
tsukaman
0
190
Liquid AI Hackathon Tokyo プレゼン資料
aratako
0
110
Introduction to Sansan for Engineers / エンジニア向け会社紹介
sansan33
PRO
5
43k
Data Hubグループ 紹介資料
sansan33
PRO
0
2.2k
Bill One 開発エンジニア 紹介資料
sansan33
PRO
4
14k
Contract One Engineering Unit 紹介資料
sansan33
PRO
0
8.9k
dbtとBigQuery MLで実現する リクルートの営業支援基盤のモデル開発と保守運用
recruitengineers
PRO
3
130
Introdução a Service Mesh usando o Istio
aeciopires
0
220
HR Force における DWH の併用事例 ~ サービス基盤としての BigQuery / 分析基盤としての Snowflake ~@Cross Data Platforms Meetup #2「BigQueryと愉快な仲間たち」
ryo_suzuki
0
240
速習AGENTS.md:5分で精度を上げる "3ブロック" テンプレ
ismk
6
1.8k
リセラー企業のテクサポ担当が考える、生成 AI 時代のトラブルシュート 2025
kazzpapa3
1
370
Featured
See All Featured
4 Signs Your Business is Dying
shpigford
185
22k
Writing Fast Ruby
sferik
629
62k
What's in a price? How to price your products and services
michaelherold
246
12k
Building Better People: How to give real-time feedback that sticks.
wjessup
369
20k
Into the Great Unknown - MozCon
thekraken
40
2.1k
Java REST API Framework Comparison - PWX 2021
mraible
34
8.9k
Sharpening the Axe: The Primacy of Toolmaking
bcantrill
46
2.5k
JavaScript: Past, Present, and Future - NDC Porto 2020
reverentgeek
52
5.6k
Bootstrapping a Software Product
garrettdimon
PRO
307
110k
Put a Button on it: Removing Barriers to Going Fast.
kastner
60
4k
Imperfection Machines: The Place of Print at Facebook
scottboms
269
13k
Why You Should Never Use an ORM
jnunemaker
PRO
59
9.6k
Transcript
WORK YOUR ASSETS OFF Build With Distribution In Mind for
More Impact with Less Effort PURNA VIRJI Author, High-Impact Content Marketing
/in/purnavirji @purnavirji How many times on average do people wear
an item of clothing before tossing it?
High impact comes from designing your content and distribution to
work harder for you. /in/purnavirji @purnavirji
/in/purnavirji @purnavirji Source: The Axis of Awesome ‘4 Chords’ on
Network Ten Australia, via YouTube.
/in/purnavirji @purnavirji Apply one concept to: 1. Different Audiences 2.
Different Stages 3. Different Angles
/in/purnavirji @purnavirji 1. SAME CONCEPT, DIFFERENT AUDIENCES
/in/purnavirji @purnavirji Get more impact by tailoring an idea for
different audiences.
/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.
/in/purnavirji @purnavirji 20s and 30s 40s and 50s Source: Fidelity.com
/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 Sustainability Interest-based stories Source: Patagonia.com
/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 Source: Mintel.com Verticalized Trends
/in/purnavirji @purnavirji GEOGRAPHI CS Location-based characteristics such as city, state,
country, climate and language spoken
/in/purnavirji @purnavirji Source: Frito Lays, via GWI Europe: UEFA-focused USA:
Superbowl-focused
/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
/in/purnavirji @purnavirji 2. SAME CONCEPT, DIFFERENT FUNNEL STAGES
/in/purnavirji @purnavirji Take content created for one stage of the
funnel and create derivatives that can work for other stages.
/in/purnavirji @purnavirji It all comes down to the stages of
awareness. Source: Schwartz, E.M. (2004) Breakthrough Advertising.
/in/purnavirji @purnavirji 1ST STAGE: UNAWARE Source: Schwartz, E.M. (2004) Breakthrough
Advertising. Think top funnel.
/in/purnavirji @purnavirji Source: Independentsector.org
/in/purnavirji @purnavirji 2ND STAGE: PROBLEM AWARE Source: Schwartz, E.M. (2004)
Breakthrough Advertising. Think top to mid funnel.
/in/purnavirji @purnavirji Source: Builtin.com
/in/purnavirji @purnavirji 3RD STAGE: SOLUTION AWARE Source: Schwartz, E.M. (2004)
Breakthrough Advertising. Think mid funnel.
/in/purnavirji @purnavirji Source: Microsoft.com
/in/purnavirji @purnavirji 4TH STAGE: PRODUCT AWARE Source: Schwartz, E.M. (2004)
Breakthrough Advertising. Think mid to bottom funnel.
/in/purnavirji @purnavirji Source: Microsoft.com
/in/purnavirji @purnavirji 5TH STAGE: MOST AWARE Source: Schwartz, E.M. (2004)
Breakthrough Advertising. Think bottom funnel.
/in/purnavirji @purnavirji Source: Jasper.ai
/in/purnavirji @purnavirji Remember: You need content for every stage of
awareness.
/in/purnavirji @purnavirji 3. SAME CONCEPT, DIFFERENT ANGLES
/in/purnavirji @purnavirji Speak to the top buyer motivations.
/in/purnavirji @purnavirji FOR PROFIT OR GAIN e.g., Speak to the
confidence they’ll enjoy with whiter teeth and fresher breath.
/in/purnavirji @purnavirji TO AVOID LOSING SOMETHING e.g., Remind them of
the pain of cavities.
/in/purnavirji @purnavirji FOR PRIDE OR EGO e.g., Praise them for
making the right choices for their dental health.
/in/purnavirji @purnavirji SIMPLY ON IMPULSE e.g., Tempt them to try
the cool new flavour that’s extra tingly.
/in/purnavirji @purnavirji FOR COMFORT OR CONVENIENCE e.g., Share how it
was designed to be extra effective in preventing decay.
/in/purnavirji @purnavirji FOR ACCEPTANCE OR AFFECTION e.g., Show how a
confident smile can help them win friends and influence people.
/in/purnavirji @purnavirji The same content can feel minty fresh coming
from different angles.
/in/purnavirji @purnavirji FIND BIG IDEAS. WORK YOUR ASSETS OFF.
THANK YOU! Say hello: Amazon.com or KoganPage.com You can find
the book here: /in/purnavirji @purnavirji