page:  1 Ardent  Scope  Marketing    2013    

Ardent  Scope  Marketing  Checklist  to  Create  Customer-­‐centric  ContentPersona  Type

Team  Member  Assigned Key  Findings Date  Due   Status

How  do  my  customers  discover  information?

What  are  their  interests?Do  these  change  during  the  year,  (e.g.  back  to  school,  holidays)?What  needs  and  pain  points  are  specific  to  my  customers?What  search  engine(s)  are  they  using  to  find  my  company?What  means  are  used  to  consume  information?

What  are  my  customers  content  preferences?

What  media  sites  do  they  read  or  follow?Which  social  sites  do  they  frequent?What  sort  of  device  is  being  used  to  consume  this  information?What  are  the  sharing  preferences  of  my  customers?

How  do  they  share  information?

What  is  their  referral  process?What  steps  do  they  take  after  purchase?

Keyword  Search  Term  Suggestions?