JOHANAN SEN telling tales crafting content for your brand

WHY CONTENT?

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WHAT’S CHANGED?

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THE MILLENNIAL FACTOR
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MILLENNIALS
HAVE TURNED
WHAT’S THE IMPACT?

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BRANDING YOUR CONSUMER

What is special about me?

(when I’m with the brand)

What is special about the brand?

What is special about the product?

© JOHANAN SEN 2016

BRANDING YOUR CONSUMER

What is special about me?

(when I’m with the brand)

What is special about the brand?

What is special about the product?

© JOHANAN SEN 2016

A LOT HAS TO HAPPEN BEFORE FIRST CONTACT

Your content has to engage

before your sales team gets there
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CRAFTING CONTENT

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3 STEPS TOWARD A SUCCESSFUL CONTENT STRATEGY

Target Message Delivery

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TARGETING
TARGETING

1. IDENTIFY THE COMPANIES

2. IDENTIFY THE INDIVIDUAL KEY STAKEHOLDERS

3. STALK THEM

• FIRST ON LINKED IN

• THEN ON PERSONAL SOCIAL NETWORKS (E.G., FB, IG)

© JOHANAN SEN 2016

TARGETING: WHAT TO LOOK FOR

• COMMON PASSION POINTS AND INTERESTS

• THE TYPES OF CONTENT THEY SHARE ON THEIR

INDUSTRY AND BUSINESS
➡ DOES IT REVEAL KEY CONCERNS WITHIN THEIR BUSINESS?

➡ WHAT WORDS HAVE THEM BUZZING?

• THE LANGUAGE THEY USE - TONE AND STYLE

© JOHANAN SEN 2016

MESSAGING

What our
Consumer
Your brand can
Passion Points
Content authentically
and Interests
speak to Focus on developing a
strong, consistent narrative
that speaks directly to that
individual, not corporate
consumer
© JOHANAN SEN 2016
MESSAGING

What you’re up against is the risk of change

PERFORMANCE RISK — “It won’t work.”

FINANCIAL RISK — “It’ll cost more than it saves.”

OPPORTUNITY RISK — “It’ll block option B.”

SOCIAL RISK — “No one will like it, or me.”

PERSONAL RISK — “I will get fired.”

SOURCE: DOUG KESSLER, IRRESISTIBLE CONTENT FOR IMMOVABLE PROSPECTS

© JOHANAN SEN 2016
DELIVERY

1. CLICK ON THE “FILTER” TAB

2. ENTER IN DEMOGRAPHIC DATA OF

YOUR KEY STAKEHOLDERS

3. CLICK ON “QUESTIONS”

4. LOOK THROUGH THE INSIGHTS

https://www.consumerbarometer.com/
© JOHANAN SEN 2016
DELIVERY

© JOHANAN SEN 2016

DELIVERY

© JOHANAN SEN 2016

THANK YOU

JOHANAN SEN | @JOHANANSEN | HTTP://WWW.JOHANANSEN.COM