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PRESTO: 6 Steps To Crafting Effective Content

February 7, 2017

Did your mother teach you that it’s wrong to eavesdrop?

Alas! Dear old mom was mistaken– it’s something a good content marketer has to do.blank vertical space, 32 pixels high
man with big notepad eavesdropping on business conversation topics industry money commerce world stock market economy savings technology travel sales profit education

blank vertical space, 32 pixels highIt’s all part of creating effective content.

Content isn’t effective unless it engages your target audience (= prospective customers).

And you can’t hope to engage people unless you know what interests them– including their problems and concerns.

Which brings me to PRESTO: Personae, Research, Eavesdrop, Show, Think, Orient.blank vertical space, 16 pixels high

You’ve never heard of the PRESTO Method for creating effective content? That’s probably because I just coined the term today.

The ideas behind it, however, are well known. You can find them scattered over many content marketing sites. Here they are all in one place, organized into 6 steps:blank vertical space, 16 pixels high

1. Personae: as in buyer personae. You’re selling a product or service. What does your ideal customer look like? You need a clear idea of your target audience.

2. Research: find out where your ideal prospects hang out: which company blogs, social media sites, etc. You want to engage them, so you need to know where they are.

3. Eavesdrop on their digital conversations: read their blogs, their various social media posts. What are they saying and sharing? What’s on their minds?

4. Show your interest and expertise by leaving comments on their posts. Not a lame “Nice post!” Leave comments that add value: contribute something meaningful.

5. Think about what your targeted prospects are saying. Read between the lines. What
are their problems? How can you help while demonstrating your expertise?

6. Orient your own content (posts, tweets, etc) accordingly: create content your target audience will find helpful. Share it on multiple platforms to boost its visibility.blank vertical space, 16 pixels high

Here’s the whole idea in a simple infographic:blank vertical space, 32 pixels high
man with big notepad eavesdropping on business conversation 6 steps for creating effective content define client personae research their pain pains concerns leave comments demonstrate expertise post content helpful to target audience

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Are you a content marketer? Care to share a tip about creating content? Please leave a comment.

If you enjoyed this post and would like to recommend it, please click the Like button below. To share it, click Tweet, Facebook, or one of the other Share buttons.

You might also enjoy this infographic about customer service.

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About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. I create images that get content seen and shared.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

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