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Demand creation today is not simply about creating more content it's about organizing the behavior that buyers want to experience.
Here are 7 BUYER BEHAVIORS - know, like, trust, try, buy, repeat, refer. This post suggests that organizations need to audit their marketing to identify gaps in guiding such behaviors and plan to fill them.
Certainly content marketing plays a key role in the first three.
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Do you know your best customer? Homestly -- do you really, really "get" your best customer? If you don't know the answer, it is time to do some research.
Questions to Develop a Buyer Persona in a Free Download. I did not download and read it. Just FYI.
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How have you defined your target market? Does it look something like:”All females
Find your ideal client with these 5 steps
- Identify best customers, past and present
- Figure out why you think they are great
- Determine what they purchase and the value they perceive
- Look at company size, industry, their revenues, their job function
- Note their personality, values, lifestyle
What defines quality content? Examine BuzzFeed and HBR's quality standards, and then weigh in on the debate yourself.
Both BuzzFeed and Harvard Business Review are laser-focused on what CONTENT their target readers will share. It's a different type of content with a different quality metric, aimed at a different audience.
For each quality content is content that drives revenue.
The key to successful content marketing is integrating search engine optimization with significant research about the target buyer persona.
Interesting approach to using Google Analytics to refine buyer personas. Steps the post outlines are:
Click to see examples and details
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Great content marketing strategy for CMOs or Marketing Managers - Check it out!
Definition: "A content tree is a the basic layout of one content campaign that you're going to use to target one specific persona in one specific stage of the Inbound Marketing funnel."
Learn how to turn buyer personas from an abstract idea into something that drives tangible business value.
Tips to use buyer personas:
- Use them to segment your CRM database
- Use them to map your content strategy
- Keep them simple
- Ask to get better data
Click for details.
Quote: "For marketers, they can (and should) dictate the emails you send, the calls-to-action your contacts see, and the website experience they see. For your sales team, it should influence the topics and tone of the conversations they have."
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With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience.
Very comprehensive post on BUYER PERSONAS, including:
- Differences between segments, cohorts and personas
- Google and segments
- Building personas
- User journeys and cases
- FAQs, resources etc
Info for both beginning and advanced users. Click for all the juicy details and resources.
It’s probably every marketers’ worst fear. You spend days mulling over ideas, creating content, editing it, promoting, trying to get your audiences’ attention only to realize that, well, nobody cares.
See recommendations for CONTENT CREATION if the intent is to learn, or to compare, or to order.
Quote: "Having a clear message that is exactly what your customers at various stages of the buying process want definitely helps."
Don't just capture leads. Build your audience by
Discover how effective inbound marketing for B2B is and pick up some great tips on how to take advantage of the power of inbound.
Short post that explains to a client how to do B2B marketing using persona creation, keywords, pain points, buying stages and content. (I suggest researching keywords after pain points.)
If you adopt inbound before your site redesign, the results will be oh so fine.
How do content marketing and website design interact?