Winning Content Marketing: Commitment & Investment in Audience 2017
By Robert Rose
Content marketing. Marketing automation. Email marketing. Does your company manage these as separate channels? Many do. But they all have one central concept in common: your audience’s needs.
And that’s a big challenge: who, exactly, is your audience? Being able to answer that question, and know what your audience values, is the key to creating a content marketing strategy. And that ties in to customer personas, the creation of which should be an ongoing process. Why? Because audiences change, content consumption patterns change, and how businesses engage customers change.
What will make your content marketing succeed? Using data to connect the dots about what which personas are engaging with and consuming which pieces of content. Then you’ll know if you’re creating value for your personas.
But none of this is without challenge!
When you’re delivering content – through email marketing and/or marketing automation as the delivery method – you need to segment that mass list to get the right content in front of the people who want it. Our research found that about half of our surveyed marketers aren’t segmenting at all.
This makes it difficult to succeed in content marketing because you have a strong likelihood of losing your audience’s attention if the content isn’t what they want to consume. What’s going to help solve that problem? Working with your technology (data) teams to determine how to segment and prioritize your audience.
This report will make recommendations about how to join content marketing, marketing automation, and email marketing efforts with your audience in mind – using data. If you struggle with taking your content marketing, email marketing, or marketing automation to the next level, this report is for you. If you want to better understand how to use content at all stages of the buyer’s journey, this report is for you. If you want to let data guide your marketing decision-making processes better than it currently does, this report is for you.
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