In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

1. KEYNOTE
TORONTO, ON ~ APRIL 18 - 19, 2024
DIGIMARCONCANADA.CA | #DigiMarConCanada
Campfire Stories: Matching
Content to Audience
Context
Ryan Brock
CHIEF SOLUTIONS OFFICER
DEMANDJUMP

2. CAMPFIRE
STORIES
Matching Content to Audience Context
Ryan Brock – Chief Content Strategist, DemandJump

4. YOUR AUDIENCE
1. Customers
2. Community Partners
3. Talent
4. Investors

5. THREE STEPS TO EFFECTIVE STORYTELLING
1. Identify your ideal reader’s context.
2. Confirm that context through SEO
research.
3. Use rhetorical language effectively.

6. 1. IDENTIFY YOUR READER’S
IMMEDIATE CONTEXT
Imagine a real person when developing your story.

7. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT
63% of people say that they are tired of the “shock
and awe” approach brands take in blasting out
generic advertising messages online, which means
many brands are still doing this regularly.
AUDIENCES ARE TIRED OF BLANKET MESSAGING

8. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT
What kind of information do you
capture in personas?
AUDIENCE PERSONAS

9. 1. IDENTIFY YOUR READER’S IMMEDIATE CONTEXT
1. What is their primary challenge?
2. What is their emotional state?
3. What do they value most of all?
THE CAMPER APPROACH

10. 2. CONFIRM READER CONTEXT
THROUGH SEO RESEARCH
Meet your audiences where they are.

11. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH
We shouldn’t try to imagine our
readers’ context. We should
leverage measurable data that
paints the picture clearly.
SEO RESEARCH TOOLS

12. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH
1. Test a ton of possible topics
SEO RESEARCH TIPS

13. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH
1. Test a ton of possible topics
2. Embrace topic networks
SEO RESEARCH TIPS

14. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH
SEO RESEARCH TIPS
1. Test a ton of possible topics
2. Embrace topic networks
3. Examine the competition

15. 2. CONFIRM READER CONTEXT THROUGH SEO RESEARCH
Recreate this process with multiple
phrases for the audience you’re
trying to reach. Compare what you
find with what you’ve already
documented about that audience’s
needs, feelings, and values.
SEO RESEARCH TIPS

16. 3. USE RHETORICAL LANGUAGE
EFFECTIVELY
Illuminate your readers with emotional writing.

17. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
1. Show, don’t tell.
AVOID PITFALLS

18. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
As a marketer trying to prove ROI on content creation, you must
be frustrated. It’s no fun at all to guess at what topics to write
about and find out later you wasted a ton of time and money.
Show, don’t tell: BAD EXAMPLE

19. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
We’ve all been there: It’s one month after launching a new SEO
content campaign, and management is asking to see results.
Marketers know these things take time—but how much time is
too much time?
Show, don’t tell: BETTER EXAMPLE

20. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
1. Show, don’t tell.
2. Resonate, don’t exploit.
AVOID PITFALLS

21. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
Because let’s face it: The longer you take to prove ROI, the
harder it’s going to be to win (back) the trust of leadership.
That’s your job on the line.
Resonate, don’t exploit: BAD EXAMPLE

22. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
While marketers have gotten comfortable with waiting three to
six months for markable results from SEO content, the truth is
we don’t have to wait that long.
Resonate, don’t exploit: BETTER EXAMPLE

23. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
1. Show, don’t tell.
2. Resonate, don’t exploit.
3. Reader’s perspective, not yours.
AVOID PITFALLS

24. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
DemandJump’s powerful, patented technology offers
marketers a clear look at the competitive landscape around
high-value keywords to power content that ranks faster.
Reader’s perspective, not yours:
BAD EXAMPLE

25. 3. USE RHETORICAL LANGUAGE EFFECTIVELY
With DemandJump’s consumer insights for content, you can
skip the first three months or longer of guessing at what
content will drive results and hit the ground running with
proven content strategies that give your customers what they
want—and drive the fastest ranking growth you’ve ever seen.
Reader’s perspective, not yours:
BETTER EXAMPLE

26. 4. HOMEWORK
Complete your own Campfire Stories Audience Worksheet