Creating content that matters

The Buyers JourneyWant to reach your audience with messages that matter? If you want content to truly reach and engage audiences, you should start by creating buyer personas that give context to the different types of audiences you are targeting.

Simplify the audience. This is much more useful than trying to talk to a larger bucket of “people.” Remember, you cannot be everything to everyone. Target and tailor your message – say no more.

But it’s not that simple. You need to understand the drivers of your segments. Your job? Tap into the mind of the buyer, and move them to engage. Focus on how you can make a connection that will prompt a customer to add your brand or product to their short list. Do this by eliciting an emotional response to the experience that the brand or product provides.

Last, but not least, make sure you understand the customer journey and how your target audience will interact with your company. Figure out where customers engage and how to optimize messages along the way.

Think multi-channel engagement and include customer feedback in the process.The modern sales funnel has changed the way we market, but the customer still needs to move from awareness to action.


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