Content Marketing should cater to different buyer personas at different stages of the funnel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2020, 11:30 AM UTC

This piece marks out the various stages of developing a content marketing strategy that resonates with the audience.

Brands need to identify the themes that are relevant to their audience and fit into the company's vision. They should then develop their content around those themes and provide “real value, unique perspectives, and thoughtful insights” to the audience.

Marketers should consider the differences between their target’s “buying committees” and acknowledge it by addressing it through their content.  Content should further be mapped to each member of the buying committee at every stage of the customer life cycle.

Businesses should also actively identify any gaps in their content marketing strategy and address them by creating new or additional content.  They should also maintain a tab on their competitors’ content and add new perspectives to industry-wide conversations.

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