Where are you spending your marketing dollars?If it’s not in content advertising, then be sure you rethink. Content advertising and marketing is still a top precedence for marketers in 2012. This, according to a favored study posted by the Content Marketing Institute CMI and MarketingProfs titled “B2B Content Marketing: 2012 Benchmarks, Budgets and Trends. ” The study reports that nine out of 10 companies market with content advertising.
However, content marketing approach usually are not be constructed in a vacuum. It must become a company wide initiative—aligning content with company goals and key messaging and supporting your go to market strategic plans with key stakeholders. Who are your buyers, and what are their personas, roles, etc. ?Where do they go to discover counsel about products and amenities before creating a purchasing resolution?What are the main general media they visit?How active are they in social media, blogs, discussion forums, etc. ?What types of pain points are they faced with?Without knowing the fundamentals of your target audience—sorts of content they’re attempting to find in the loads of stages of the buying cycle—your content material approach will fall flat. For example, in case your target audience is IT buyers however the decision makers are CIOs, then you must map your messaging and content material approach to satisfy the needs of your viewers.
Tailor your content with your audience in mind.