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Purna Virji - work your assets off
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Turing Fest
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July 05, 2023
Technology
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Purna Virji - work your assets off
Turing Fest
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July 05, 2023
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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