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Stop Marketing Up代寫

    WWW . ECONTENTMAG . COM 12
    f you’re concerned about digital content,then you prob-
    ably have something to do with marketing.The first rule
    in marketing is “Know Thy Audience.” And yet,so many
    of the executives I encounter have very little or no
    exposure to their audiences.
    I teach workshops on digital strategy and web writing,
    and the first rule I teach is “Know Thy User.” I talk about
    different methods for understanding your audience, includ-
    ing user personas. User personas are a user experience
    design tool—your team brainstorms and creates three to five
    different archetypes that describe the users of your website.
    In marketing, we refer to it as audience—or customer—seg-
    mentation.Yet so many executives have resistance to using
    this tool.They would prefer to shoot in the dark or to pre-
    tend that their audience is just like them.
    If you are a marketing executive,chances are you have an
    advanced degree, went to college, and make more than
    $65,000 yearly.This puts you above most of America by a
    wide percentage.You don’t look like your audience, sound
    like your audience, or act like your audience. In short,
    you’re suffering from “marketing-up syndrome,” when
    really you should be target marketing.
    Much of my content work is in healthcare, in which
    plain language and easily understood concepts are critical
    for customers. If a hospital’s website reads like a Ph.D.
    thesis,patients may be concerned that its doctors will talk to
    them in a way they don’t understand,using words they have
    to look up in a dictionary.
    People don’t want that.They want plain language, con-
    versational tones, and engaging content. Plain language is
    not about dumbing down your content. It’s about picking
    words customers know and understand—not words that
    are used in M.B.A classes at Harvard.
    So how do you cure your marketing-up syndrome?Walk
    among your people. Go spend time where your audience
    spends time. If you’re marketing for hospitals, spend time
    with average patients. If you’re selling cars, hang out at car
    dealerships.If you’re marketing higher education,spend time
    with seniors in high school who are choosing colleges—or
    adults who are considering going back to school.
    Your goal is to create a picture of who these people are
    and why they would want to buy your product.This means
    research—and a lot of it.
    The best way to do any research is to triangulate your
    data to ensure you are coming to the right conclusions.Look
    at what you do know for sure; use search data,analytics data,
    numbers from your digital ad buys,survey data,focus groups
    information, Facebook likes, engagement on social media—
    whatever data you might have that tells you where your
    audience is and how they like to spend their time.
    You only really have to answer three important questions:
    Who are our customers? What do they care about? How can
    we give them information that is relevant to them?
    After you have the data in hand, create three to five per-
    sonas that describe who and what your customers look and
    act like. How old are they? What do they do? How much
    money do they make? Are they married? Do they have chil-
    dren? Where do they shop? What do they care about? Who
    did they vote for in the last election? Did they vote at all?
    Once you know who they are and what they are like, it’s
    much easier to describe their motivation for engaging with
    your brand or product. Once you do that, you’re in much
    better shape to target them.
    As digital marketing becomes more complex, with social
    media, search engine optimization, and mobile complicating
    marketing strategies, content
    professionals’ sophistication lev-
    els need to rise. But that doesn’t
    mean that you need to commu-
    nicate that sophistication to
    your audience. Rather, a better
    approach is to keep your content
    marketing mix unique and diver-
    sified, but keep your messaging
    simple and market-appropriate.
    If you’re not convinced, consider educating the audience
    members in your content marketing mix with content that
    exposes them to new ideas and thought patterns. Explain
    everything you talk about using plain language, metaphors,
    and proven techniques for engaging your audience. Learn
    what they like and what they don’t like.
    And, really, try creating user personas.They are a great
    tool for brainstorming about your audience. Everyone on
    your content marketing team will know who they are
    writing, creating, and managing content for, and they will
    create better content for it. It’s called target marketing for a
    reason—in today’s day and age you want, and need, to hit
    the center of the bull’s-eye.
    They want
    plain language,
    conversational
    tones, and
    engaging
    content.
    AHAVA LEIBTAG
    content ahas!
    AHAVA LEIBTAG (AHAVA@AHAMEDIAGROUP.COM) IS A DIGITAL STRATEGY EXPERT
    AND THE PRINCIPAL OF AHA MEDIA GROUP, LLC, A DIGITAL CONSULTING FIRM,
    BASED IN WASHINGTON, D.C. SHE WRITES FREQUENTLY ABOUT CONTENT
    STRATEGY, CONTENT MARKETING, AND UNDERSTANDING THE DIGITAL CONSUMER.
    COMMENTS? EMAIL LETTERS TO THE EDITOR TO ECLETTERS@INFOTODAY.COM.
    Stop Marketing Up
    I
    June 2012
    Database: Academic Search Complete
     

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