It is no longer a secret that successful marketing needs content that serves the needs of a clear target audience — content that is informative, timely, and sharply focused on the buyer’s agenda/journey.
There is a lot of information out there on how to develop and implement such a buyer-focused marketing strategy. I recently attended a webinar given by Lauren Goldstein, the VP of Strategic Planning at Babcock & Jenkins, where she addressed some of the issues involved in creating/adopting a buyer-centric strategy. I like the four steps she identified and thought I’d share them with you.
According to Lauren, a buyer-centric model prioritizes the buyer’s business challenges and the questions they need answered to make a purchase. It is a move away from marketing strategies that focus on the seller’s priorities and sales pitch. Specifically, she provides insights into these components:
- Comprehending why audience insight is crucial
- Ensuring you know your buyer
- Gaining insight into key stages and content requirements of the buyer’s journey
- Planning a content strategy and roadmap
CLICK HERE for the video of the webinar. It is 45 minutes long, but I’m sure you’d learn a thing or two to benefit your content marketing efforts.
Filed under: Business of Writing, Content Marketing, Miscellaneous Articles, Our Freelance Beat, Webinars Tagged: | Business, Buyer, case studies, Consulting, content marketing, Content strategy, Management, marketing, Marketing and Advertising, Sales, white papers
