Source: Forrester Research Inc.
One piece of content is not all encompassing for the vast and complex audience that makes up your target consumer base. Each stage of the buyer’s journey is comprised of unique personas and levels of expertise that are in search of information catered to their specific needs. For example, if your products are geared toward B2B customers, the CEO of a company might not find the same value in the introductory information that a junior level staffer might need to advance their skill set. For B2C companies, the gap is even wider if you think about the mix of demographics that your products or services might be relevant to. Would a college student doing laundry for the first time respond the same way to an ad for detergent that was geared towards new parents?
Consider that each persona will also be in search of information relevant to where they are in the buyer’s journey. Most of us rely on peer recommendations and online reviews to give us an honest critique of what to expect in a product or service, but not everyone who is researching information is ready to make a purchase. For the product researchers who might be skeptical or simply curious, your content needs to persuade that potential customer to take the next logical step towards a purchase.
Our upcoming free webinar “Mapping Communications Strategies to Resonate with the New Buyer” on Thursday, August 28 at 1PM EST at will delve into how content marketers can plan and create content to meet the specific needs of their target audiences. Presentations by Adam B. Needles, chief strategy officer and principal at Annuitas, and Ken Wincko, senior vice president of marketing at PR Newswire, will cover topics including:
- How to influence behavior through authentic and transparent content
- The evolution of earned media, and how to harness it
- The role of distribution as the missing link to any content plan
Follow the link to register now: http://prn.to/1q2cWTZ
Tagged: marketing strategy
