The only way we can maintain long-term success is to continually engage people.
As with your content marketing plan, the evaluation of your different audiences (both inside and outside your organization) should occur regularly along your content marketing journey.
Create your personas
One of the tenets of content marketing is that you need to understand — and write specifically — for your audience. To help you do this, it’s essential to create your personas:
- An In-Depth Look at How to Create and Use B2B Buyer Personas with Ardath Albee
- Developing a Buyer Persona? Avoid these 4 Common Mistakes
- Put the Person Back in Content Marketing Personas: 10 Easy Steps
- 7 Ways to Research Your Buyer for Content Marketing
- How Do Your Buyers Consume Content? Ask These 20 Questions
- Step-by-Step Templates for Mapping Your B2B Content
- 4 Questions Answered About Buyer Personas
Remember your influencers
You may think buyer persona = customer, but there are other influencers you need to consider as well. This short video featuring Amanda Maksymiw, Leslie Reiser, and Waynette Tubbs reminds us that you need to have a plan for reaching industry thought leaders, those within your organization and customers.
Here are some other informative posts on influencer marketing:
- How to Incorporate Influencers into Content Marketing
- Win at Content Marketing by Building Your Influencer Community
- For Influential Content Marketing, Go Beyond Your Brand Fans
- How Influencers Have Ignited IBM’s Content Marketing
- How a New “Influencer” App Could Be Your Most Powerful Content Marketing Weapon
- Content Marketing Strategy: How to Engage Influencers in Your Industry
