Book Elves Boot Camp: When “One Size Fits All” Doesn’t - How to Segment Your Audience to Find Your Biggest Fans
Wednesday, August 21, 2013 from 11:30 AM to 1:00 PM (CDT)
BOOK ELVES BOOT CAMP AUGUST WORKSHOP
Book Elves Boot Camp is a monthly lunch and learn workshop series for speakers, writers and those who want to be writers. Each month features a different topic presented by an industry expert. Lunch is included.
Speaker: Jenny Magic
When “One Size Fits All” Doesn’t: How to Segment Your Audience to Find Your Biggest Fans
If your readers don't think your content is written specifically for them, they won’t be interested. Period.
Before you do one single marketing activity, you need to understand who your target audience is, what their biggest concerns are, and what they want from you. The goal is to think less about YOU (your goals, your characteristics) and instead refocus your attention on the THEM.
We're going to talk about persona development, one of the most overlooked tools in the marketing toolbox. Starting with persona development will help you create consistent, relevant messaging that makes your target audience feel heard and understood. These tools can also help you identify new priorities, get confident about your message, and clarify your business goals. Creating effective target audience personas ensures that you attract your "best fit" audience and gives you the tools to solve their specific challenges.
ABOUT THE SPEAKER: Jenny Magic
As Principal and VP Content Strategy at SiteGoals, Jenny guides the overall direction of the agency as well as the integration of adaptive content strategy in the web design process, both internally and for clients. Prior to this role, Jenny founded Better Way to Say It, a content marketing firm specializing web content strategy that was acquired in 2013 by SiteGoals.
Jenny speaks regularly at marketing events and workshops, and teaches courses in content marketing for the University of San Diego Institute for Sales and Business Development. She is a contributor to the Content Marketing Institute, VP of Development Association of Women in Communication, Austin, and her professional background includes Google Certified AdWords expertise, Inbound Marketing Professional Certification and a certificate in Direct Marketing from the DMA.