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June 24, 2006

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gl hoffman

JobDig is a unique free employment newspaper based in the upper midwest but about to start expanding nationally. I think your ideas are spot on for segmenting job opportunities as well. thanks!

Michael Stelzner

Hi David;

Speaking of targeting. It is also important to try and target down to the a specific job title if you are going after businesses. For example, the CIO or the admin.

I wrote about this yesterday on my blog.

I am surprised at how many businesses try to do all things to all people with the their marketing efforts.

Mike

david Meerman Scott

Micheal, I agree!

I think the best white papers (and blogs, and podcasts, and ebooks and speeches and webinars) target a specific buyer persona. I think if you try to target both an IT audience and a business audience, you will fail to reach either.

A white paper, in my opinion, is not a piece of “marketing collateral” and done well, it does not talk about a product at all. Rather, it focuses on a PROBLEM and provides a solution and is typically for a business audience. A white paper by a CRM vendor targeting business people might talk about how CRM can shorten the sales cycle, But the IT guy doesn’t give a rats ass about that. THe IT audience wants to know about bits and bytes and feeds and speeds and will this CRM system work on my network without making it crash. And if you address the IT guy’s concerns the business person will feel left out becasue of the technical mumbo-jumbo.

Target, target, target. 100 people really engaged in your white paper because the topic speaks directly to them is much better than 10,000 downloads with nobody reading beyond page 2 because it is too general.

David

vicky

I think the best white papers (and blogs, and podcasts, and ebooks and speeches and webinars) target a specific buyer persona. I think if you try to target both an IT audience and a business audience, you will fail to reach either.

A white paper, in my opinion, is not a piece of “marketing collateral” and done well, it does not talk about a product at all. Rather, it focuses on a PROBLEM and provides a solution and is typically for a business audience. A white paper by a CRM vendor targeting business people might talk about how CRM can shorten the sales cycle, But the IT guy doesn’t give a rats ass about that. THe IT audience wants to know about bits and bytes and feeds and speeds and will this CRM system work on my network without making it crash. And if you address the IT guy’s concerns the business person will feel left out becasue of the technical mumbo-jumbo.

Target, target, target. 100 people really engaged in your white paper because the topic speaks directly to them is much better than 10,000 downloads with nobody reading beyond page 2 because it is too general.

David Meerman Scott

Vicky - Well said. Thanks for jumping in!

David

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