Aaruthrasiva - Content Game Plan

	A	B	C	D	E	F	G	H	I	J
1	Step 1	Define our personas
2		Fill out the green cells to cover off as much information as you can about each persona. Getting this down on paper will, itself, be a huge step!
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4		Persona
5		Name	Role	Role in purchase decision	Goals	Challenges	Questions	Solutions	Our role in the solution	Importance rating
6		What's their name? (Can be fictional)	What's their role in the organisation?	Are they the person who will ultimately make the call?	What are they trying to achieve?	What's standing in their way of achieving this?	What questions will they be asking to overcome their challenges?	What are the answers to these questions?	What features / services / products/ information do we have that will solve this issue?	On a scale of 1-10, how important is this persona to your success?
7	1	Sivarajan	Business Owner	Yes	Attracting new customers, best leads, scale the business, brand awareness	Training and implementation of the tools, buying the right tools at the best deal, sales pitch, scaling business using market best practices, hiring the right talent, preparing a process for tools implementation, monitoring tools/automation performance, continuing to innovate, Brand building.	How to get the training and implementation of tools? How do you find the right tools? How to buy the right tools at the best deal? How do make a sales pitch with the best deal? How to Scale business using best practices? How do you hire the right talent? How to prepare a process for tools/works? How to keep innovating?	Participate in tools training, demos, office hours, support team, and like-minded community to implement the tools. Join/subscribe to a like-minded community to find the right tools you need and purchase tools as a community, and share the costs. Determine in advance pricing with bids for each service in a market standard. Follow the best and leading digital marketing mentors and attend digital conferences to learn about marketing best practices for scaling business. Join a community of like-minded people and share work with proven talented people. Prepare SOPs using the tool guide/demo and get proven working SOPs from the mentor. Always embrace change and hire young minds (2: 3) to keep innovating.	Recordings of training, demos, and office hours. Support team and community building. Lead Generation as a community. The group purchases the right tool. Build a strong community of like-minded people to interact with each other to find the right talent. Tutorial/demo videos for each tool and ready-made, proven working SOPs. Mentor training and digital conferences to implement best practices.
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13	Step 2	What do we want each persona to do – and how do we want them to reach that ultimate end-goal?
14		Fill in the green cells to create your 'Get-To-By' statement for each persona. This will clarify your aims, and help identify overlaps and omissions.
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16		Get	to	by		STATEMENTS
17		Persona	Action we want them to take	What we think will prompt this action		We want to:
18	1	Sivarajan	Focus on learning DOMS tools, teaching, building a community of like-minded people to find talent, and preparing the SOPs of each tool	implementation of tools has an immediate effect and SOPs for each tool to scale the business and share the work with talent in the like-minded DMOS community and acquire the necessary business development tools from the community.		Get Sivarajan to Focus on learning DOMS tools, teaching, building a community of like-minded people to find talent, and preparing the SOPs of each tool by implementation of tools has an immediate effect and SOPs for each tool to scale the business and share the work with talent in the like-minded DMOS community and acquire the necessary business development tools from the community.
19	2					Get to by
20	3					Get to by
21	4					Get to by
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24	NOTE:	The Hubspot Flywheel
25		An innovation by Hubspot, said to replace the marketing funnel, the flywheel places increased emphasis on customer success and post-purchase stages.
26		Here's how the stages break down. Consider these when completing the next stage, where you'll plot out the content journey for your users
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28		About			Sample executions	Sample channels
29	Attract	Content to identify and attract prospects.			Educational articles	Organic search
30		Light-touch content – audiences are not yet invested in you			Social video	Paid social
31		Focus on broader topic – ie, industry/educational – but not product			Infographics	Paid search
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33	Engage	Capitalise on audiences grown during attract phase			Calculators	Email
34		Establish deep level of expertise			Utilities	Organic search
35		Follow on from initial queries, answering in more detail			Chatbots	Paid search
36		Medium-touch content – audiences are engaged by now and will invest more time			Deep-dives	Retargeting (social/display)
37		Focused on solving problems through the context of your product/service/approach			Podcasts	Organic social
38					ebooks/white papers
39	Delight	Content to satisfy current customers			Tutorial (video/written)	Email
40		Content also to supply 'peek behind the curtain' for existing customers			New features	In-app messaging
41		Highly-specific content, designed for customers willing to invest significant time in you			Customer success stories	Chat apps
42		Product-centric			Instructions and guides	Organic search
43					Info for power-users	Retargeting (social/display)		Source: Hubspot
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47	Step 3	What talking points are going to move them through the stages?
48		If you've filled out the above sections, most of this should be already done by now – but you can edit the green cells to fine-tune if you wish!
49		The main task here is to fill in the topics, or 'talking points', for each persona at each stage – these will inform the content you create, by answering the questions your prospects and customers have
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51		Stage –>		Attract		Engage		Delight
52		Person	Statement	They're asking:	Topics that will help them advance to next stage	They now understand this:	Topics that will help them advance to next stage	We can give them:	Topics that will help them advance to next stage
53	1	Sivarajan	Get Sivarajan to Focus on learning DOMS tools, teaching, building a community of like-minded people to find talent, and preparing the SOPs of each tool by implementation of tools has an immediate effect and SOPs for each tool to scale the business and share the work with talent in the like-minded DMOS community and acquire the necessary business development tools from the community.	How to get the training and implementation of tools? How do you find the right tools? How to buy the right tools at the best deal? How do make a sales pitch with the best deal? How to Scale business using best practices? How do you hire the right talent? How to prepare a process for tools/works? How to keep innovating?		Participate in tools training, demos, office hours, support team, and like-minded community to implement the tools. Join/subscribe to a like-minded community to find the right tools you need and purchase tools as a community, and share the costs. Determine in advance pricing with bids for each service in a market standard. Follow the best and leading digital marketing mentors and attend digital conferences to learn about marketing best practices for scaling business. Join a community of like-minded people and share work with proven talented people. Prepare SOPs using the tool guide/demo and get proven working SOPs from the mentor. Always embrace change and hire young minds (2: 3) to keep innovating.		Recordings of training, demos, and office hours. Support team and community building. Lead Generation as a community. The group purchases the right tool. Build a strong community of like-minded people to interact with each other to find the right talent. Tutorial/demo videos for each tool and ready-made, proven working SOPs. Mentor training and digital conferences to implement best practices.
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55				To move to next stage, they need to know about / believe:		So to keep moving, they now need to know about / understand:		They need to feel / appreciate:
56				Participate in tools training, demos, office hours, support team, and like-minded community to implement the tools. Join/subscribe to a like-minded community to find the right tools you need and purchase tools as a community, and share the costs. Determine in advance pricing with bids for each service in a market standard. Follow the best and leading digital marketing mentors and attend digital conferences to learn about marketing best practices for scaling business. Join a community of like-minded people and share work with proven talented people. Prepare SOPs using the tool guide/demo and get proven working SOPs from the mentor. Always embrace change and hire young minds (2: 3) to keep innovating.		Recordings of training, demos, and office hours. Support team and community building. Lead Generation as a community. The group purchases the right tool. Build a strong community of like-minded people to interact with each other to find the right talent. Tutorial/demo videos for each tool and ready-made, proven working SOPs. Mentor training and digital conferences to implement best practices.		Attracting new customers, best leads, scale the business, brand awareness
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58		Person	Statement	They're asking:	Topics that will help them advance to next stage	They now understand this:	Topics that will help them advance to next stage	We can give them:	Topics that will help them advance to next stage
59	2		Get to by
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61				They need to know about / believe to move to next stage:		So to keep moving, they now need to know about / understand:		They need to feel / appreciate:
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64		Person	Statement	They're asking:	Topics that will help them advance to next stage	They now understand this:	Topics that will help them advance to next stage	We can give them:	Topics that will help them advance to next stage
65	3		Get to by
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67				They need to know about / believe to move to next stage:		So to keep moving, they now need to know about / understand:		They need to feel / appreciate:
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70		Person	Statement	They're asking:	Topics that will help them advance to next stage	They now understand this:	Topics that will help them advance to next stage	We can give them:	Topics that will help them advance to next stage
71	4		Get to by
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73				They need to know about / believe to move to next stage:		So to keep moving, they now need to know about / understand:		They need to feel / appreciate:
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79	Step 4	Take a look at your content library overview
80		Based on your above answers, here are the 'talking points' for each stage of the customer lifecycle. What themes are emerging?
81		Note down anything you feel is missing, then go back and add it to the persona information above in this sheet.
82		Finally, note any emerging themes you spot emerging throughout each stage. These can be high-priority pieces as they satisfy a number of needs at once
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84	Your Library	Formats	Talking points				I'd like to add…	Key themes
85	Attract	Educational articles
86		Social video
87		Infographics
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90	Engage	Calculators
91		Utilities
92		Chatbots
93		Deep-dives
94		Podcasts
95		ebooks/white papers
96	Delight	Tutorial (video/written)
97		New features
98		Customer success stories
99		Instructions and guides
100		Info for power-users