I am still: a marketing manager (recently with a start-up software/robotics firm), long-term copywriter, seeking a position as a marketing technologist (Eloqua preferred) on a team dedicated to marketing automation, digital marketing, email marketing, content marketing, and social media.
If content marketing is one side of the coin, then could marketing automation be the other? In fact, could we argue that the software came first, and [only] more recently, the set of best practices that have evolved around the software (which became known as content marketing or inbound marketing)?
The buyer persona from the human angle: Most likely, you as a marketer will need to work with sales in order to understand who you’re likely to be speaking to. You know what you should do this with as much detail as possible. You may even want to poll or interview some customers.
Of course, to draw a proper map at this point would be an extremely complex task, even in the generic. All that we’ve done at this point is to try to put together the big picture of content management and data analysis, and how they fit together. To get specific would become even more complex than that. We have not yet begun to map data to the various touch-points.
What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.
Building and understanding buyer personas is important because as you understand the personas you’re dealing with, you can begin to understand their pain points.
Then you need to create benefit statements that correspond to those pain points. Benefits statements become the key messaging units of the content. But first, you’ve got to begin creating and then mapping the various personas.
Different people in your target accounts are going to have different concerns. And accordingly, they’ll be searching for answers to different kinds of questions.
I thought I’d provide example that shows you how marketing and sales can work together to craft useful personas. Then discuss how “content” could map to those personas…