Purna Virji - work your assets off

Transcript

1. WORK YOUR ASSETS OFF Build With Distribution In Mind for More Impact with Less Effort PURNA VIRJI Author, High-Impact Content Marketing
2. /in/purnavirji @purnavirji How many times on average do people wear an item of clothing before tossing it?
3. High impact comes from designing your content and distribution to work harder for you. /in/purnavirji @purnavirji
4. /in/purnavirji @purnavirji Source: The Axis of Awesome ‘4 Chords’ on Network Ten Australia, via YouTube.
5. /in/purnavirji @purnavirji Apply one concept to: 1. Different Audiences 2. Different Stages 3. Different Angles
6. /in/purnavirji @purnavirji 1. SAME CONCEPT, DIFFERENT AUDIENCES
7. /in/purnavirji @purnavirji Get more impact by tailoring an idea for different audiences.
8. /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.
9. /in/purnavirji @purnavirji 20s and 30s 40s and 50s Source: Fidelity.com
10. /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.
11. /in/purnavirji @purnavirji Sustainability Interest-based stories Source: Patagonia.com
12. /in/purnavirji @purnavirji FIRMOGRA PHICS Organization-based characteristics such as trade, industry, location, years in business, company stage, size, revenue and purpose.
13. /in/purnavirji @purnavirji Source: Mintel.com Verticalized Trends
14. /in/purnavirji @purnavirji GEOGRAPHI CS Location-based characteristics such as city, state, country, climate and language spoken
15. /in/purnavirji @purnavirji Source: Frito Lays, via GWI Europe: UEFA-focused USA: Superbowl-focused
16. /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
17. /in/purnavirji @purnavirji 2. SAME CONCEPT, DIFFERENT FUNNEL STAGES
18. /in/purnavirji @purnavirji Take content created for one stage of the funnel and create derivatives that can work for other stages.
19. /in/purnavirji @purnavirji It all comes down to the stages of awareness. Source: Schwartz, E.M. (2004) Breakthrough Advertising.
20. /in/purnavirji @purnavirji 1ST STAGE: UNAWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think top funnel.
21. /in/purnavirji @purnavirji Source: Independentsector.org
22. /in/purnavirji @purnavirji 2ND STAGE: PROBLEM AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think top to mid funnel.
23. /in/purnavirji @purnavirji Source: Builtin.com
24. /in/purnavirji @purnavirji 3RD STAGE: SOLUTION AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think mid funnel.
25. /in/purnavirji @purnavirji Source: Microsoft.com
26. /in/purnavirji @purnavirji 4TH STAGE: PRODUCT AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think mid to bottom funnel.
27. /in/purnavirji @purnavirji Source: Microsoft.com
28. /in/purnavirji @purnavirji 5TH STAGE: MOST AWARE Source: Schwartz, E.M. (2004) Breakthrough Advertising. Think bottom funnel.
29. /in/purnavirji @purnavirji Source: Jasper.ai
30. /in/purnavirji @purnavirji Remember: You need content for every stage of awareness.
31. /in/purnavirji @purnavirji 3. SAME CONCEPT, DIFFERENT ANGLES
32. /in/purnavirji @purnavirji Speak to the top buyer motivations.
33. /in/purnavirji @purnavirji FOR PROFIT OR GAIN e.g., Speak to the confidence they’ll enjoy with whiter teeth and fresher breath.
34. /in/purnavirji @purnavirji TO AVOID LOSING SOMETHING e.g., Remind them of the pain of cavities.
35. /in/purnavirji @purnavirji FOR PRIDE OR EGO e.g., Praise them for making the right choices for their dental health.
36. /in/purnavirji @purnavirji SIMPLY ON IMPULSE e.g., Tempt them to try the cool new flavour that’s extra tingly.
37. /in/purnavirji @purnavirji FOR COMFORT OR CONVENIENCE e.g., Share how it was designed to be extra effective in preventing decay.
38. /in/purnavirji @purnavirji FOR ACCEPTANCE OR AFFECTION e.g., Show how a confident smile can help them win friends and influence people.
39. /in/purnavirji @purnavirji The same content can feel minty fresh coming from different angles.
40. /in/purnavirji @purnavirji FIND BIG IDEAS. WORK YOUR ASSETS OFF.
41. THANK YOU! Say hello: Amazon.com or KoganPage.com You can find the book here: /in/purnavirji @purnavirji