Content marketing in a multi-market, multi-product business can become very complicated.
In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.
The classic buying journey
Customer centric content is what attracts, engages and eventually helps to make the sale.
But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more
Content can be actively used to move buyers through the buyer’s journey. Organizations need to visualize this journey. Visualizing this journey allows them to better understand which content they have and which content they are missing. Visualizing the content along the buyer’s journey also allows you to actively move buyers to the next stage in their journey.
Not so long ago Eric Wittlake (@wittlake) wrote an article why you should stop mapping content formats to the buyer’s Journey. He explains how marketers tend to map formats to certain stages in the buying cycle.
This post will learn you how you can:
- use a practical method to create the right content along the buyer’s journey
- how you can actively drive buyer’ss through the buying cycle, with content
- how you can link content with marketing automation
- understand which data the method produces to show real marketing ROI
To understand the role of content in this, you first need to understand the difference between content formats and content itself. Read more