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Thursday, June 30, 2016

Content Persona: The Alternative to Buyer Personas for Content Marketers

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Content Persona: The Alternative to Buyer Personas for Content Marketers


Content Persona: The Alternative to Buyer Personas for Content Marketers
I’ll let you in on a little secret.
The buyer personas most consultants and agencies try to sell you is overrated.CLICK TO TWEET
To build any meaningful buyer persona, you need to analyze your actual customer behavior. You then need to identify patterns from those massive data sets.
Think of what Amazon does with all your purchase and browsing history. They tailor the website based on your behavior. Oh and have you seen their highly targeted emails? That’s the kind of persona building you ought to be doing.
Let’s just admit it. Most of us cannot do personalized marketing like Amazon. It’s not practical with our limited budgets and available tool-sets. So what do we do instead? Have no clear personas or worse, use assumptions and light-research to build flawed buyer-personas.
Why?
Because it’s easier. Just outsource it to some branding agency who think they know your customer better than you. They will take weeks building fictional characters who they think are your ideal customers.

Why buyer personas are ineffective?

#1: Correlation does not mean causation.
correlation is not causation example 1correlation is not causation example 2
Take a look at the above charts. Do you think that US spending on technology impacts suicides?
Obviously not.
Two factors correlate. However, that does not mean one factor has a direct influence on the other.
How do you know if your marketing campaigns are doing better or worse after introducing personas? Guess? Or do you see the end result and look for correlation?
Truth is, most buyer persona focused marketing rely on a belief system. That correlation means causation. And it’s rarely the case.
#2: The customer buying journey has changed
Before the internet impacted our life so much, the buyer journey was straight forward. Marketing and sales people could control the entire process- from discovery to a sale.
Today, buyer journey is different. Most people have already done their research before coming to your website. Or they have multiple touch points before an actual purchase happens.
What this means for marketers is that static buyer personas are less relevant today. Customers are more empowered to take decisions on their own (HBR report: PDF).
#3: It’s difficult to put persona based marketing into practice
Personas have detailed customer demographics and psychographics. Truth is, most of your digital marketing is going to be limited to the option online channels provide you.
Most ad networks online give you limited targeting options to work with. How are you going to factor in all those persona traits into your targeting?
outbrain targeting option
Limited targeting option provided by Outbrain, one of the most popular content distribution platforms.
On social media, you have no control over who follows you or likes your page. Social networks control which content to show to which segment of people, not you. Forget the complex psychographic targeting. Most of the time, you can’t even control basic demographic targeting.
In short, if you create content for Persona A, there is no way to ensure the content reaches them. Retargeting doesn’t help you either. You are just targeting a sub-set of the audience you targeted earlier.
Yes, there might be one or two paid ad networks that gives you more control. Organic reach in almost all networks is outside of your control. Most popular networks have limited targeting available, especially content distribution networks.
Even Facebook, which has one of the comprehensive targeting available cannot take into account psychographics.
The problem with personas boils down to one core factor. Your inability to get the buyer persona focused content in front of the right people.
Should you completely avoid buyer personas?
various buyer personas
No, I am not saying you should completely ignore the concept of a buyer persona.
There are definite use cases for buyer personas. Buyer personas provide value in that they give you a framework to work with. But not enough to spend huge amounts of time or money to build out dozens of them.
In 2012, J.C. Penney underwent a radical rebrand. I am sure they had buyer personas all figured out. Yet, they failed spectacularly. They didn’t realize coupons were the driving force behind their most loyal customers.
J.C. Penney failed to understand one crucial thing- their customers.
What’s important is that you know what makes your customer buy your product or service. Not random facts like your customers own two dogs, is busy at work, and owns a three-bedroom house.
What’s a better alternative to traditional buyer personas?
If you cannot control user behavior, what else can you control?
Everything you do is content. From the written word on your website to the words spoken by your sales rep.
Relevant, useful, and engaging content makes people tick. Copywriters have known this for a long time. They make a good living using words to convince people.
If you know which content people engage with, you can use it to meet your business objectives. In other words, create a content persona, if you will.
What’s a content persona?
A content persona is a data-driven representation of your ideal content that drives business goals.
What type of content gets people to your website? What content genre drives people to sign up for your product? What topic convinces people about your ability to deliver and show buying intent?
Your business goals will change from time-to-time. The underlying goal will always be to get more customers. However, your secondary goals can vary from generating more engagement to acquiring viral reach. That’s why you should always map your content persona to your business objective
When to use a content persona?
Content personas are useful during content ideation, planning, or creation phase.
Based on your business objective, pick relevant content personas. Ideate and create a list of content that you can create for each content persona. During the creation process, use content personas as a framework for creating content.

How to create a content persona for your business?

Step #1: Run a content performance audit
An in-depth content audit is usually the best way to uncover information required to construct content personas.
To track individual content performance, use utm_content parameter along with other UTM parameters. Use shortened version of the URL as the value for utm_content.
The downside to this method of tracking individual content is improper attribution.
Example: Let’s say you tagged page 1 URL with utm_content=content_page_1.
A person visited page 1 by clicking on the tagged URL but did not convert. They subsequently visited page 2 without any new UTM parameter and converted. Since the last utm_content value associated with the person is for page 1, credit for conversion goes to page 1 instead of page 2.
A better alternative is to use products like LeadFerry Content Analytics to track individual content behavior. LeadFerry attributes conversions to the actual page rather than the last UTM value. You can, of course, use utm_content to additionally identify the page that brought the person in to your funnel.
Step #2: Analyze your marketing channels
Your marketing channels forms an important part of your content marketing strategy. Performance data for your website (leads, bounce rate, etc.) can sometimes be a poor indicator if your on-site conversion is bad.
Look at performance metrics provided by various channels to measure content performance.
linkedin post performance metric
Individual post performance metric provided by LinkedIn.
You’ll be able to measure total people who saw your content (impressions), and how many of those people took any action (clicks, like, retweet, etc.)
Click Through Rate (CTR) is an important metric used to measure relative performance.
CTR = (Total clicks) / (Total Impressions) * 100
If you spend money to promote content, you can derive the following values
  • Cost Per Visit (CPV), the cost you incurred for each unique visitor coming to your site
  • Cost Per Lead (CPL), the cost you incur for each lead generated
  • Cost Per Click (CPC), the cost you incur for each click on your content within the network
  • Cost of Acquiring Customer (CAC), the cost you incur for each customer you acquire
At this stage of content persona creation, you need to look at content individually. Measure content performance for each content based on metrics that’s important to your business.
Step #3: Identify patterns
Now that you have all the required data, it’s time to dig deep and identify patterns.
Patterns are trends that you can spot across various content. Example: The CPV and CPL values are lowest on LinkedIn for thought leadership posts compared to other channels. This will tell you it’s better to target such content on LinkedIn. These insights will help with budget allocation decisions for paid distribution.
Use patterns as part of insights that you add to content personas.
Step #4: Build the actual persona
content persona traits
Combine patterns, metrics collected, and data from marketing channels to create content personas. A good content persona identifies at least six factors:
  • Content type: format of the content- images, text, video, etc.
  • Seasonality: tells you if the content gravitates towards certain seasons for peak popularity. Think Christmas gifting related content.
  • Channel affinity: indicates the channel the content is most likely to work well in. For example, career related content works much better in LinkedIn compared to Facebook.
  • Audience affinity: identifies the segment of users who’ll find the content useful and engaging. Use practical targeting options available within your preferred channel to construct audience affinity.
  • Scope for growth: identifies the potential scale at which content can operate optimally. Some content can meet objectives even with millions of people consuming it. Others have limits before it plateaus.
  • Business goals: defines the kind of business objective the content is best suited to achieve. Can the content be best used to generate leads or attract a lot of website visitors?
You can also add content tonality, ideal content length, and any other relevant metrics.
Step #5: Keep updating content personas
Content persona behavior can change based on market conditions. So it’s important that you keep them updated at least once a year.
How to measure effectiveness of content personas?
There are two aspects to measure.
  1. How does content within a persona perform?
  2. How does the persona as a whole perform?
Each content persona will have several content pieces associated with it. To understand relative performance of content within a persona, use median values. Identify the median values for important metrics as benchmarks.
Example: You have defined a content persona – “Thought Leadership”. Your audit revealed that the median CPC (Cost Per Click) for all associated content is $1.5. Now, if the new content you create withing the “Thought Leadership” person has a CPC less than $1.5, the content performs well.
To measure effectiveness of a content persona, define few metrics that’s measurable and positively impacts your business. Use it to measure content persona performance over time.
Example: Your “Thought Leadership” persona has a median CPL (Cost Per Lead) value of $15 in January. CPL value became $13 in June and further dipped to $12 in November. That’s a clear drop in your acquisition cost which is desirable. Use weighting to account for seasonality, marketing spends, and other variables.
We need to be marketers who rely more on data and less on guess work. Let’s start building solid content personas that deliver business results.

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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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