Using content marketing to attract the right audience. Liz O’Donnell shares her top tips and explains why businesses must start with naming their customer.
Liz O’Donnell is the general manager of Double Forte, a PR and digital marketing firm. She is also the author of Mogul, Mom & Maid: The Balancing Act of the Modern Woman, a book that picks up where other books leave off – understanding the impact women’s personal lives have on their careers and the ways business can support working women.
Her website WorkingDaughter.com supports women who are balancing caring for an aging parent and their career. And her recent article in The Atlantic, The Crisis Facing America’s Working Daughters, sparked a national conversation on the topic of caregiving.
She is a frequent speaker and consultant to women who want to thrive and the organizations that want to reach and mobilize women. Her first blog, Hello Ladies, was named one of the top 100 websites for women by Forbes, a Best of the Net by Working Mother Magazine and a Voice of the Year by BlogHer.
Liz is also the co-founder of SheStarts, which supports the growing pipeline of women founders in Boston through networking, coaching and events.
Icebreaker
Liz has 25 first cousins.
Think Like A Journalist Quote
“Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” –David Beebe
David Beebe, Vice President, Global Creative + Content Marketing, Marriott International
Success Quote
The most important word is relevance. Be relevant.
Career Highlight
Lize quit her job in Fall 2008 at the age of 40. She started blogging and wrote a book and then back into PR. Hear how what she does and what she loves is making her a living.
When It Didn’t Work!
Hear how Liz launched a campaign for a client that went viral but she learned the client’s product wasn’t ready. The attention crashed the site. Hear what she learned from this experience.
Using content marketing to attract the right audience
- Start with buyer persona: Find out who your customer is at work and who they are at home. Understand their whole life. Name your customer.
- Say something different: don’t be trite. Be unique. Make your message fresh, memorable. Make it something that the consumer will only get from your brand.
- Hustle: be strategic, don’t over-perfect, publish.
- Frequency and consistency: you must deliver regularly and consistently. Build trust.
Multimedia Resource
iPhone and MoblieDay app
Book
The 7 Habits of Highly Effective People, Stephen Covey
Contact
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