Marketing as Market Research: Creating Personalized and Engaging Content (2017 All About Integrated Marketing Virtual Conference Session)
Speakers: John Lane, Chief Strategy Officer, Centerline Digital
See below to view this webinar, originally offered as a session at 2017 All About Integrated Marketing Virtual Conference & Expo.
With every piece of marketing content you put into the world, you have the opportunity to learn more about your audience and the resonance of that content. Each like (or lack thereof), good comment (or bad), you’re learning more about what content is engaging your audience most. Within the reactions is all the data needed to create more personalized content. And that is no longer a “nice to have.” Personalized content delivered in the moment, and driven by specific needs of your audience is a requirement for formative engagement.
This session is all about connecting the dots between audience understanding, storytelling, engaging content and feedback loops. So that through every piece of content, you’ll know how to revise your understanding of your audience, and you’ll find inspiration for the next piece of content, and the next, and the next.
• Learn how to create rapid personas to inform content.
• Best practices for storytelling, to create content that connects with your audience.
• Methodology for taking cues from your audience to create content for “right now."
• Techniques for implicit and explicit data gathering to create more personalized content over time.