Marketing & Content Topics
Marketing strategy, content marketing, campaign management, and digital marketing. Covers content strategy, campaign execution, and marketing analytics.
Audience Segmentation and Persona Development
Covers methods for dividing an audience into meaningful segments using demographics, firmographics, psychographics, behavior, purchase intent, engagement level, lifecycle stage, and channel or device use. Includes research techniques and data sources such as first party data, surveys, analytics, CRM and third party insights, and approaches to maintaining list hygiene and data quality. Explains how to develop buyer personas and map personas to journey stages, messaging, offers, content formats, and channel strategies. Addresses targeting tactics across platforms including paid media targeting capabilities, email and marketing automation personalization, dynamic content, behavioral targeting, and account based approaches. Covers how to prioritize segments based on value and reach, balance acquisition versus retention and expansion, design targeted messaging for different stakeholder roles or departments, and measure performance and iterate segmentation and personalization strategies. Also discusses trade offs between complexity and operational simplicity, privacy and ethical considerations, and how segmentation informs campaign planning and measurement.
Positioning and Messaging Development
Crafting and maintaining effective market positioning and stakeholder messaging. This includes distinguishing positioning from messaging, defining the market context and competitive angle, developing a clear value proposition, and creating message frameworks that map to different buyer and user personas. Candidates should demonstrate the ability to tailor messages for specific audiences while preserving overall consistency across channels and stakeholder groups, iterate positioning and messaging based on market and customer feedback, and communicate complex change narratives that explain why the change matters, the benefits, and the expected impact. Assessment may include creating sample positioning statements, persona specific messaging, and approaches to ensure message consistency across marketing, sales, and internal communications.