You've Got Buyer Personas, Now What?
Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.
In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:
· Simple techniques for mapping content to the buying process
· Why it’s crucial to perform a content audit AFTER you create buyer personas
· How to create a progressive content storyline that builds pipeline momentum
· What it means to create persona-driven content that’s highly engaging