Show Notes for Episode #13
I caught a video of a presentation by Laura Carstensen, Founding Director of the Stanford Center on Longevity. Title for this talk: The New Culture of Aging. It’s a talk she delivered at Chicago Ideas Week and it definitely hit themes that resonate for Retirepreneurs.
Longevity – it’s something many of us take for granted, but this talk provided valuable context. For centuries, life spans were very short – two or three decades. It wasn’t until 1900 when the average life span reached 47. By the end of the twentieth century, average life spans clocked in at age 77.
And today, with each passing year, approximately 3 months are added to that life span metric. If you do the math, that’s an extra 2-3 years being added every decade to the longevity scoreboard.
Ah, but there’s another age shift unfolding: Fewer children are being born. So now, we’re facing two dramatic demographic shifts, happening simultaneously.
Consider this: In 1900, just 4% of the population were 65 or older. By 2030, they’re projecting that the 65 plus segment will be at 20%, possibly even higher.
In her talk, Carstensen goes on to share that what was once a Population Pyramid, where the massive bottom of the pyramid represented our youth — well that population visual is getting reshaped and it’s looking more like a rectangle.
The good news? We’re living longer. The not-so-good news? Our culture is struggling to keep up.
We shared an excerpt from this talk – actually, it was a plea to foster a more engaged, multi-generational culture. In this powerful closer, Carstensen challenged us to imagine “building a culture of older citizens with a deep knowledge about practical matters of life, interested in younger generations, and motivated to make a difference.”
That’s the brave new world I’d like to age gracefully in… who’s with me?
Ardath Albee is one of my favorite marketing experts. Today, with the explosive growth in digital channels, we’re graced with more opportunities to publish content to engage clients and prospects. But in this clip from a session she led at the Intelligent Content Conference 2016, Albee alerts us about a disturbing Content Paradox that’s emerging.
Over the past year, organizations produced, on average, 35% more content, BUT they earned 17% less engagement. Yep, amid today’s noisy content tsunami, we’re wasting precious marketing resources and no one can afford to do that.
In today’s noisy content world, we need to build strong client personas before we start producing content.
Let’s start with a definition of personas from Albee: “A persona is a composite sketch of a target market based on validated commonalities (not assumptions) that actively inform a content strategy to drive productive buyer engagement [revenue].”
When constructing personas, many marketers tend to focus on unique attributes. Instead, Albee recommends that we focus on commonalities, because this will ensure that the content you create is useful for a wider swath of your target market.
Albee has identified 9 essential components for strong personas:
- A Day in the Life [most important, but the one you’ll build last]
- Engagement Scenarios
To grasp more of the details behind each component, be sure to read this post from the Content Marketing Institute: Buyer Personas You Want to Use: The 9 Essential Parts
And joining us at the Retirepreneur Watercooler…
Ryan Frederick, Founder & CEO of Smart Living 360
Smart Living 360 was created with a vision for developing residential communities that serve as the centerpiece of well-being. Greater purpose, social connection, physical & financial well-being and a sense of community – those are all hallmarks of the communities they create.