Buyer's question: Who are you? Desired outcome: Brand familiarity
Get a target user's attention by entertaining, piquing curiosity or helping to answer a question they're researching
Offline advertising (TV, outdoors, radio, direct mail)
Search and social (paid and organic)
Partners (sponsored emails, sponsored content, webinar participation )
Word of mouth
video
blog posts
landing pages
guides
reports
entertaining or educational newsletters
social cards
podcasts
webinars
talks
New visitors to your website
New subscribers
Brand searches
Views/impressions/audience size
A blog post that's ranking on page one for relevant search queries and driving new visitors to the website who are likely to match your persona.
A PPC or display ad with a decent click-through rate from people who fit your target persona.
New subscribers to your (nonproduct related) newsletter that fit your persona.