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www.Valerius.usMay 3, 2023 1
Valerius Consultingcreative content that converts.
Valerius.us
www.Valerius.us 2May 3, 2023
Valerius Consulting provides the ideas, skills and scale to help organizations produce relevant, compelling content that creates leads and new opportunities.
www.Valerius.us
Strategy/Positioning/Messaging• Value prop/Messaging/positioning workshops• Buyer persona development• Buyer’s Journey mapping• Content Strategy/editorial calendar
Writing• Long form content - white papers, case studies,
guides, eBooks• Blogs, Email campaigns• Infographics/data driven stories• Web site content • Video scripts• Calls to Action(CTAs)
www.Valerius.usMay 3, 2023 4
Persuasive Content
relevant buyer-focused
compelling visual/data/story driven
helpful customer experience aware
www.Valerius.usMay 3, 2023 5
Content Strategy
audience journey content
Who are you targeting?What are their needs/issues?How (and where) do you speak to them?Why you?
How do they buy from you?Where do they buy from you?
How can you help them?
www.Valerius.usMay 3, 2023 6
Content Strategy
audience journey content
Personas Journey map Content plan
www.Valerius.usMay 3, 2023 7
Personas
DemographicsJob titleCompany typeRole/function
Issues• Challenges and frustrations associated with
job in context of what you offer?• Gaps she is looking to fill to address issues? • Role in decision making process (influencer,
buyer, gatekeeper, decision maker)?Content Preferences• Content format and channels?• Consumption patterns, day of week, time of
day?Who does she trust as reputable content source: analysts, vendors, thought leaders, colleagues?
• Internal or external events that might trigger content consumption?
GoalsPersonal/CareerCompanySpecific projectQuotes
www.Valerius.usMay 3, 2023 8
Customer Journey
Research Consideration Evaluation Negotiation Buy
Typical customer actionsPrimary Issues, needs, knowledge gaps, common questions.Content typeChannelCall to Action → → → → →
Target persona
Input for Editorial Calendar
Buy
Attract Engage
www.Valerius.usMay 3, 2023 9
Content PlanAttract
Engage
Buy
Demand GenerationWhite PapersInfographics
eBooksCase Studies
SurveysGuides
Presentations/SlideShareVideo
Lead GenerationBlogsEmailWebinarsTraining/educationPresentations/SlideShareVideos
Lead ConversionPricingProduct Spec/ComparisonsProposalsFAQCalcs
www.Valerius.usMay 3, 2023 10
Data Story TellingUsing Visuals Using Data
2x2x
www.Valerius.usMay 3, 2023 11
Data Story Telling
2x number of average shares
CTA >
Blog Post with data, images, compelling story
Blog Post with data & images
CTA >
More traffic to offers, more conversionsPublish Distribute
www.Valerius.usMay 3, 2023 12
Get started on your path to persuasive content.
Sign up for 3-Hour Workshopo Personaso Customer Journeyo Content plan
Find Out More
Rick HintonCEO & FounderValerius ConsultingMobile: 301-509-9337 Email: rick@valerius.us Web: www.valerius.us
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