Each of us can remember being transformed or activated by an epic marketing campaign at some point in our lives. It’s the same experience we dream of creating for our users. Truly transformative content and marketing requires marketers to understand users’ mindsets in an actionable way.

Luckily, there are a finite set of ways people think and act throughout their real-life experience of the problem your product or content solves. We’ll see how the best content is built on mental models that surface the patterns in how target audiences think, freak out, get stuck and seek solutions.

In this workshop, attendees will build out a mental model of their ideal user for content marketing. Each attendee will leave with a model that points the way to the message pillars on which your content program should be built, the channels on which it should live, the vehicles that should be used to distribute it and the vocabulary that will flag it as magnetic to your just-right users.

Prerequisites:

• Understanding of content vehicles for marketing purposes.
• Read Transformational Consumer Manifesto, here: http://goo.gl/46IcqU
• Basic understanding of or experience with editorial calendaring.
• Understanding of their organization’s target customer ethnography/psychographics and brand messages.
• Understanding of business and marketing objectives for their organization.

What to Bring:

• Ideally: pen and paper OR laptop with powerpoint and/or diagramming app installed (e.g., Gliffy), company vision, mission, content/brand guidelines or messages. That said, come as you are/with what you have.