2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

How to Build Mental Models for Content + Marketing

#sxsw #mindmodels


ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP20623

Each of us can remember being transformed or activated by an epic marketing campaign at some point in our lives. It’s the same experience we dream of creating for our users. Truly transformative content and marketing requires marketers to understand users’ mindsets in an actionable way.

Luckily, there are a finite set of ways people think and act throughout their real-life experience of the problem your product or content solves. We’ll see how the best content is built on mental models that surface the patterns in how target audiences think, freak out, get stuck and seek solutions.

In this workshop, attendees will build out a mental model of their ideal user for content marketing. Each attendee will leave with a model that points the way to the message pillars on which your content program should be built, the channels on which it should live, the vehicles that should be used to distribute it and the vocabulary that will flag it as magnetic to your just-right users.

- Understanding of content vehicles for marketing purposes.
- Read Transformational Consumer Manifesto, here: http://goo.gl/46IcqU
- Basic understanding of or experience with editorial calendaring.
- Understanding of their organization’s target customer ethnography/psychographics and brand messages.
- Understanding of business and marketing objectives for their organization.

What to Bring:
- Ideally: pen and paper OR laptop with powerpoint and/or diagramming app installed (e.g., Gliffy), company vision, mission, content/brand guidelines or messages. That said, come as you are/with what you have.



Tara-Nicholle Nelson

Founder & CEO

RETHINK Multimedia

Tara-Nicholle Nelson is a master of the art and science of business transformation. She is also the founder of RETHINK Multimedia, a trend-based digital/content marketing consultancy for brands passionate about engaging the Transformational Consumer. Tara created the Transformational Consumer framework and trend reporting platform to illuminate untapped opportunities for companies to use imagination, product design and digital content to activate change-craving consumers to hack their wellness, wealth and lives.

Tara is the visionary creator of BiblioTherapy, a multimedia content prescription platform for driving strategic business and lifestyle change. She also developed a pioneering content syndication strategy called Welcome Screen Optimization, which lands her clients’ content on the Welcome Screens of major portal sites like Aol., Yahoo! and HuffingtonPost.

Tara is the author of two books, a syndicated columnist and prolific writer and blogger for outlets like Time and Forbes. Tara is regularly called upon as an expert commentator for national media, including the Today Show, ABC News, MSNBC and the New York Times.

When not speaking on transformation or working with RETHINK clients, Tara serves as the Strategic Advisor on Digital + Content for the SutherlandGold Group, a tech PR agency in San Francisco. There, she designs content and social media strategies for Silicon Valley’s rising star[tup]s. Prior to working with SG, Tara spent half a decade as a national broadcast spokesperson and digital content strategist for Trulia.com and an HGTV digital property.

Tara holds a Master’s degree in Psychology and a Juris Doctorate from UC Berkeley.

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