Approach Prioritizes

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An Audience-first Alternativerobert Rose Shares A Content-centric Persona Development Process. It Opens A Broader Set Of Opportunities For Content Marketing Stories And Can Cover The Entirety Of The Audience’s Journey.based On The Jobs-to-be-done (Jtbd) Theory, Robert’s One Goal Above All Else: Building A Scalable, Addressable, Trusted Audience. It Has Five Steps: Define Your Targetresearch, Define, And Quantify Your Total Addressable Audience – The Number Of People Who May Be Interested In Receiving Your Content, Not Just Those Who Might Ultimately Make A Purchase.

Discover The “so I Can”in Your Audience Research And Interviews, Listen norway phone number library For Statements Illuminating Your Audience’s Functional Tasks And Goals And The Social And Emotional Contexts Surrounding Them.here’s An Example: When I’m Working, I Don’t Need More Marketing Software; I Need Tools So I Can Have Peace Of Mind And Spend More Time On My Business. Decide On A Niche Focuspull The Levers For The Size Of Those “jobs” Rather Than The Size Of The Audience To Determine A Relevant Focus For Your Content.



Joe Pulizzi Refers To This As The Sweet Spot – An Area Where Your Brand’s Skills And Expertise Intersect With A Passion Point Of Your Audience. For Example, Can You Derive More Marketing Value From Solving Small, Niche Jobs For A Huge Audience Or Huge Jobs For A Smaller, Niche Audience? Differentiate Your Content Approachnext, Prioritize The Jobs To Be Done By Those You Can Approach In A Uniquely Valuable Way. If You Don’t Have A New Perspective Or Distinct Expertise On Solving A Particular Job, The Content Won’t Stand Out Enough To Attract Your Target Audience.