Archives for June 2013

How Personas Guide Meaningful Content Creation & Optimization

Optimize Content with PersonasAs marketers accumulate information about customers, it is also important to identify common characteristics and patterns to help guide messaging, engagement and offers.

Behaviors that contribute to your business objectives like, sales, advocacy, sharing, referrals and repeat business might contribute to your understanding of an “ideal” customer that can be characterized as a persona:

Admin Bob – Influences the CEO on software purchases and cares about price, service and speed.

Being able to identify your “best” customers also means there’s another end to the spectrum:  patterns that reflect undesirable customer behaviors and an “avoid” persona:

Gatekeeper Jane – Maintains power by filtering information to the CEO about software purchases. Cares about control, recognition and status quo.

Companies that solve different problems in different markets may determine that multiple personas best represent their target audience.

Content Promotion Tips for Online Community Managers

Content Promotion Community ManagersIn a few weeks I’ll be giving a talk at the University of St Thomas in Minneapolis to a class on community management on a topic that I think will interest many of our readers.

Online Community Management is a function that has existed in the digital world for a while now, stretching back to the days of bulletin boards and online forums. Today that role looks a bit different.

Not be confused with a Social Media Manager, a Community Manager is typically the “voice of the brand” on the social web as well as the voice of the community back to the brand. Functionally, this translates to social media listening and engagement but also includes some promotion of brand messaging.

Social Media Hubs for Brands – Best Practices & 9 Examples

Social HubSocial content curation and social content creation are often the core to many brands’ social networking efforts. Curating and sharing useful content associates the topics with the brand and creates an affinity for the brand as what I like to call, “the best answer” for their areas of focus.

Growing social participation is motivating many companies to aggregate content produced and curated by the brand’s own employees. This is a compelling opportunity to harvest the brand’s own collective wisdom. A single destination for curated social content fuels a brand publisher model that supports brand storytelling, content marketing, PR and even SEO objectives.

Additionally, curated and aggregated customer interactions with the brand on the social web can surface advocates and provide customers with a view of how the company is referenced on social networks. Third party endorsements, observations and interactions are the most powerful, so why not curate them into a social hub?