About Knowledge Spotlight: Creating persona-driven content

Knowledge Spotlight: Creating persona-driven content - About

This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.


This session has passed. WFA can click here to watch the recording and download the presentation deck. 

Focus of this session:
 Creating persona-driven content

Shannon is the Client Services and Delivery Director at Aira. She will share the latest version of Aira’s audience-first content marketing framework that will help you drive revenue in 2024; the year most marketers are tasked with delivering more results, with less time and budget.

This framework has been used on more than 20+ organic search clients to drive business impact including a 63% traffic increase to a key category for an online pharmacy, and generating more than £620,000 in organic revenue for an electric vehicle subscription brand. You’ll leave the masterclass with an overview of how to use the framework on your brand. Adoption of the framework will ensure that the content you create ties back to your ideal customer profiles, you’re leaning into using AI to support the production of the formats and most importantly, it contributes to adding revenue to the bottom line.

Actionable takeaways:

  • How to use the content marketing framework to generate ideas to engage with your ICPs/buyer personas
  • Understand which content formats and types are available to your audience, industry and brand
    • How Aira is using AI to support the production of content formats through case studies
  • Identify the KPIs/metrics you can use to measure the impact of your content marketing framework outputs

Who this module is aimed at: Marketing professionals - senior to mid-level marketing, digital, content and PR managers or junior marketing roles.

Presenter: Shannon McGuirk, Client Services and Delivery Director, Aira

Available to: WFA members, members of WFA’s National Advertiser Associations, and our Partner’s clients.

Note that all sessions are hosted live on Zoom to allow Q&A at the end, recorded, and will be available for replay on WFA’s Knowledge Base.

9:00 am London | 4:00 pm Singapore/Hong Kong/China | 5:00 pm Japan | Other time zones


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