Segmenting content based on buyer personas can help create useful demand-generation content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2019, 5:16 PM UTC

More than half of demand-generation operations don’t follow the best practice of segmenting their activities by personas.

To create valuable demand-generation content, brands should reorganise their content creation strategies and segment their content based on buyer personas. 51% of marketers focus on content creation efforts in the early stages of the buyer’s journey, while 24% of marketers don’t segment demand-gen activities by personas.

Majority of marketers said they gleaned the most value from content in the early stages of the buyer’s journey. Despite 77% of companies considering content as an important part of their demand-generation effort, only 17% of content was created for the last stage of consumer’s journey.

The author contends that brands should rethink their demand-gen approaches. They should invest in the long-term demand-gen marketing strategies with aligned goals and a dedicated team for improved outcomes.

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