Best Practices for Content Marketing

Personas an Essential Element of your Digital Marketing Toolkit

Today, potential buyers and clients get their information online from various sources in order educate themselves and guide their buying decisions. The organizations that succeed are those that embrace the science of creating and distributing high-quality content to guide leads through the buyer’s journey. Easier said than done! Here are the essentials to creating a successful content marketing strategy:

  1. Personas

Before creating any piece of content, we must first identify and profile our audience, and the people who we intend to reach with our content. But how do you create them?

  • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content
  • Use form fields that capture important persona information.
  • Take into consideration your sales team’s feedback on the leads they’re interacting with most.
  • Interview customers and prospects, either in person or over the phone, to discover what they like about your product or service. Map the Buyer’s Journey
  1. Map the Buyer’s Journey

It’s important to identify the steps that prospect or visitors will take in order to become customers or regular users. Identifying these steps is key to creating relevant, valuable and engaging content for every persona, and at every stage of the buying cycle. In simple terms, you will need different content to create awareness, a separate set of content for the consideration phase, and a final set of content for the decision phase that is designed to close the deal.

  1. Set content marketing goals, align them to business goals

When you’re planning a piece of content, how do you decide what is worth creating and what you should pass on? Every piece of content you commit to should serve a clear purpose for your marketing efforts.

  1. Create a content execution and distribution plan

Once you know what kind of content you will create, you need to establish the process for creating it. Your content execution plan should be a step-by-step map oh how an idea turns into a finished product, and how to distribute those pieces of content so that they reach the right audience.

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