Content Marketing: 2 best kept secrets of Content Kings

What differentiates best Content Marketers from the good ones? There are some tricks up their sleeves which make them stand out.

Here are 2 of those tricks,

Creating Exclusionary Persona or Negative Persona

Content Marketers with a stint of creating high converting content keep an exclusionary persona in the mind. It helps in aligning with the campaign.

Taking the same example of Marketing Automation SaaS vendor located in the US, the exclusionary persona for the consideration campaign would be,


Market: JAPA

Client Business Model: B2B product

Industry: Financial Services

Size of company: 100-150 employees

Age: 30-55 years

Annual Revenue: $10-50M

Role: Senior Executive

Pain Point: Seeking the right Automation Software


While the exclusionary persona for the awareness campaign would be,

Market: JAPA

Client Business Model: B2B product

Industry: Financial Services

Size of company: 100-150 employees

Age: 30-55 years

Annual Revenue: $10-50M

Role: Senior Executive

Pain Point: Costly Marketing Automation Software purchased a year ago


 

If you have noted, both personas have different pain points for different campaigns.

If the content marketer remains mindful of the difference in the content creation and promotion process, he will be able to create the content that hits the bull’s eye.

This becomes easy peasy lemon squeezy if you create exclusionary persona.

Taking help from the Sales Team

Smart content creators are friends with the sales team. Sounds awkward, but is true.

Smart content creators know what is the USP of the product, what is the conversion rate and who actually is buying the product. This information can be obtained by a 5-minute conversation with a sales team member in the breakout area.

Such an information helps in creating focused content, which has a very high conversion rate.

These conversations might give you the next big topic to write about.

Do you have any other trick for Content Marketers? Leave a comment 🙂

You might like Content Marketing: 2 biggest mistakes of beginners

 

One thought on “Content Marketing: 2 best kept secrets of Content Kings

  1. Mark Armstrong says:

    Easy peasy lemon squeezy?? I just know I’m gonna have that running thru my head now for the rest of the day… : )

    Don’t know if I’d call it a trick or not, but posting a case study is an excellent content marketing technique: show how you resolved the same or a similar pain point for another client. It demonstrates your expertise, and inspires confidence in your prospects.

    Liked by 1 person

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