Creating empathetic content requires marketers to shift their focus – from educated assumptions about transactional needs to a deeper, more holistic understanding of their audience. How? The answer may lie in a four-step process.
Sales and marketing team alignment requires them to put the buyer first. Explore what indicates alignment success. And learn to craft buyer personas that work for sales and marketing using only five insights.
With 700 product families marketed in silos, Cisco and its prospects encountered a fragmented experience and an ineffective content marketing process. So they flipped the framework and things are changing. Learn how they’re doing it.
It’s time to end the guesswork you use to create personas and get to the bottom of how consumers really think and act. And that requires you to segment with science. Here’s what you need to know.
Are you asked a lot of questions about content marketing by your executives or clients? Want a handy dandy cheat sheet to those questions? We are here to help. Read on for 25 of the most frequently asked questions (and their answers).
When Kira Mondrus joined SecureWorks, she wouldn’t start content marketing without personas and journey maps. She and her team built that necessary foundation and found success. Now she’s a 2017 Content Marketer of the Year finalist.
Unsolicited advice doesn’t always fall into the welcome-gift category. But Andrew Davis’ counsel on marketing mistakes should be. Read his 2018 admonishments to Nissan, Verizon, HubSpot, and every content marketing agency executive.
Do you only have a fuzzy notion of what a customer-journey content map might look like? Create a clear picture of your customers to make their journey with your content marketing more successful for both of you.
Should we aim our content at personas or at persons? Scott Abel and Robert Rose tackle the question. Their answers might surprise you.
New research from Content Marketing Institute illuminates five ways content marketers can maximize their demand gen efforts.
A customer-journey map can help you answer the perennial question – what content shall we create? Better yet, it can help you answer the question – what content do our customers want? Here’s how to create the map, step by step.
If your content doesn’t connect with an audience, success isn’t an option. But to get the audience, you first must answer these three essential questions. And use these resources to create an effective content marketing strategy.