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Monday, March 10 • 3:30pm - 6:00pm
How to Build Mental Models for Content + Marketing

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ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP20623
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.

View official listing on sxsw.com
http://schedule.sxsw.com/2014/events/event_IAP20623

Speakers
avatar for Tara-Nicholle Nelson

Tara-Nicholle Nelson

Founder & CEORETHINK MultimediaTara-Nicholle Nelson is a master of the art and science of business transformation. She is also the founder of RETHINK Multimedia, a trend-based digital/content marketing consultancy for brands passionate about engaging the Transformational Consumer... Read More →



Monday March 10, 2014 3:30pm - 6:00pm
AT&T Conference Center, Classroom 203 1900 University Ave

Attendees (0)