There will be blood. Digital blood. Or how we chose our audience.

There comes a time in any man’s life when a little blood must spill. Sure, it’s not as morally or physically messy when it’s digital blood, but at the end of the day it’s still blood and there will be a lot of it. (I know it’s not real blood, I’ve established that. Please just let me have my manly moment, ok? Thanks.)

Heady stuff

So it is with sanguine thoughts that we find ourselves gathered on days 3 & 4 of our journey to a cohesive and compelling content calendar. Drew has taken his regular position in front of the whiteboard with dry-erase maker in hand to document, wipe clean, and document again the day’s events. It’s the usual scene around these parts: the team is anxious, excited, focused; there’s a palpable sense of the carnage that will ensue. Heads will indeed be rolling.

Yes, it’s come to the point in our workshop where digital personas must be axed — but in reality, this exercise really starts with who must be saved.

From the top

First to receive her stay of execution is the Brand Manager. You can now breathe. We appreciate the role you play within an organization. You have the unique ability to manage sideways and upwards within your company. If you’re digging our ideas, our hope is that you’ll bring us on board to lend a hand. And if you need some backup for your decision, point your VP of Marketing to our content written just for him (in a couple of paragraphs you’ll see he made our list, too).

Next on the list is the Director of Global Communications. You’re far too big to knock off. You likely have a platform in the print space. You’ve written books and op-eds. You’ve been a talking head on cable news. You’ve got a PR team on call. You need a digital play and a team with a track record of execution. That’s us, you’ll see.

Which leads us to the VP of Marketing. Good for you, VP, you’ve made it. We think you’re an important part of our company going forward, because you are the key to your company’s online strategy. And let us not forget those purse strings you hold. We’ve got some big ideas to better utilize that marketing budget.

Digital Influencers, you’re safe. You directly affect the companies we’re talking to with your strategies and ideas. Just thinking about you sparks ideas we’d like to share. Plus, you invite us to speak at conferences. We like that.

And number 5 with a bullet, is the Social Media Professional. You just made the cut, albeit a different version of you than I had remembered. Here I was, thinking you were 24-29. Turns out you’re really 34-45. New-to-me, more-experienced Social Media Professional, you’ve got needs for a content driven digital strategy. Facebook and Twitter?  They’re old hat to you. You’re looking for better strategy and execution — that’s just what you’ll get from us.

Pulled focus

As for the blood? Well, Biz Dev guy, VC, Global Agency Exec, Boutique Agency head, and TPL Board Member, aside from me writing “execution” a lot, there is no blood. You’ve been spared, but there will be no content created especially for you. However, you still may like what we’ve got to say.

Now run along, we’ve got to sharpen our swords for the content fight …

About the author

Eric Sagalyn -

Eric Sagalyn joined the Tippingpoint Labs team in the summer of 2009, bringing a unique blend of user experience, visual design and development skills. At Tippingpoint Labs, Eric plays the role of "user advocate," insuring a user-centric approach to all technology solutions.

Over the past decade Eric has worked with startups, non-profits and publicly traded companies including Public Radio Exchange (PRX), uLocate/where.com, WGBH/NCAM and the Boston Beer Company, brewer of Sam Adams. His extensive experience in new technology has led him to unique opportunities, including launching one of the first location-based iPhone app, Where, co-founding Drync, a mobile wine journal, and, in 2005, live-blogging the birth of his son (with his wife’s blessing, of course).

When not advocating on behalf of users everywhere, Eric is a classically trained chef, beer connoisseur, explorer, fighter of epic Lego battles and all-around family man.

"Too often business requirements and a users needs are at odds. But it doesn't need to be that way. Understanding both allows us to align requirements with needs to provide the best solution for everyone."