This week, I had the good fortune of getting an invitation to attend ClickZ Live in NYC to help them out with coverage of the event for ClickZ.com and SearchEngineWatch.com. The sessions I picked looked at content strategy from three different angles: persona development, messaging and branded content. You can read more by following the links below …
The ABCs of Leveraging Personas for Search Success
How well do you know your customer? Grant Simmons of Homes.com led an informative session on tactics to build personas that help you better target your audience in search. Read more here at SearchEngineWatch.com.
Cut Through the B2B B.S. and Develop a Message Your Customers Will Listen To
B2B content has a different flair than B2C, but that doesn’t mean it has to be boring. In this session, Craig Coffey of Lincoln Electric talks about finding the right message for the right buyer. Read more at ClickZ.com, here.
Making Branded Content Programs Work
This session, led by Robin Zucker of Playboy, Inc., discussed how to partner with other brands creatively to produce content that engages and leverages one another’s audience, including the influencers you — or they — have. Read more at ClickZ.com, here.
It’s always fun to see what the industry is up to. Not only were a lot of important and creative ideas shared, but also, for me, it helps benchmark. It was interesting to see that much of the approach in the personas session in particular is how I’ve approached persona development — of course, I got some great new ideas that I’m looking forward to applying, too! Enjoy the coverage …