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
71
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
大規模サーバーレスAPIの堅牢性・信頼性設計 〜AWSのベストプラクティスから始まる現実的制約との向き合い方〜
maimyyym
8
4.3k
「AI駆動PO」を考えてみる - 作る速さから価値のスループットへ:検査・適応で未来を開発 / AI-driven product owner. scrummat2025
yosuke_nagai
3
830
能登半島災害現場エンジニアクロストーク 【JAWS FESTA 2025 in 金沢】
ditccsugii
0
520
PHPからはじめるコンピュータアーキテクチャ / From Scripts to Silicon: A Journey Through the Layers of Computing Hiroshima 2025 Edition
tomzoh
0
130
綺麗なデータマートをつくろう_データ整備を前向きに考える会 / Let's create clean data mart
brainpadpr
3
420
BI ツールはもういらない?Amazon RedShift & MCP Server で試みる新しいデータ分析アプローチ
cdataj
0
110
"プロポーザルってなんか怖そう"という境界を超えてみた@TSUDOI by giftee Tech #1
shilo113
0
180
能登半島地震で見えた災害対応の課題と組織変革の重要性
ditccsugii
0
600
Vibe Coding Year in Review. From Karpathy to Real-World Agents by Niels Rolland, CEO Paatch
vcoisne
0
130
新規事業におけるGORM+SQLx併用アーキテクチャ
hacomono
PRO
0
210
エンタメとAIのための3Dパラレルワールド構築(GPU UNITE 2025 特別講演)
pfn
PRO
0
220
AIツールでどこまでデザインを忠実に実装できるのか
oikon48
6
3.3k
Featured
See All Featured
Music & Morning Musume
bryan
46
6.8k
Performance Is Good for Brains [We Love Speed 2024]
tammyeverts
12
1.2k
The MySQL Ecosystem @ GitHub 2015
samlambert
251
13k
Speed Design
sergeychernyshev
32
1.2k
Reflections from 52 weeks, 52 projects
jeffersonlam
352
21k
Building an army of robots
kneath
306
46k
JavaScript: Past, Present, and Future - NDC Porto 2020
reverentgeek
52
5.6k
How STYLIGHT went responsive
nonsquared
100
5.8k
Templates, Plugins, & Blocks: Oh My! Creating the theme that thinks of everything
marktimemedia
31
2.5k
Design and Strategy: How to Deal with People Who Don’t "Get" Design
morganepeng
132
19k
The Invisible Side of Design
smashingmag
302
51k
Code Reviewing Like a Champion
maltzj
526
40k
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