Thinking in terms of 'story' may help when reaching out to prospective consumers of your product. To reach the point of story, it helps to build a character in your mind that resembles the audience you are trying to reach. What frustrates them and what kind of goals do they have in mind? What would be the best way to draw their interest in your product? Once you have that persona in your mind, you can reach out in exciting ways.
- Content marketing includes more than just email marketing, but the email list is the central focus.
- The "who" phase involves identifying a single unifying persona to keep in mind as content is developed.
- During the "how" phase, what is known about a prospect is used to determine how to best present information to them.
"Please note that the documented portions of the strategy below are much more abbreviated than you would do for yourself. It’s just an illustration that will help you better understand how a documented strategy translates into real-world digital marketing."