I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.
You’ll want to have all of this content created and published according to your timelines, but you will also need to have it available for re-use, within “nurture programs” you’ll set up within the marketing automation platform.
This is where the “automation” comes in. You’ll need to make the information personally available not to “buyer personas”, but to specific individuals as they navigate your website at different times.
These “nurture tracks” may be triggered when individuals [not “personas”] reach or demonstrate certain key thresholds in your data, such as when they first express interest in your site (“new to list”), specific job role (identifying themselves as “executive”, “technical”, or “non-technical”), searching pricing information, when they first become customers, and other elements.
Admittedly, this blog post is going to be a bit more granular and detail-oriented than you’ll see from many content marketing providers, but given that we’re involved in “database marketing,” it seems important to understand some basic things about data.
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.
You have to be able to identify your buyer persona in two ways. First, you must know them from their own perspective – get them to say “I am a person who …” (and you need this kind of feedback ideally from a representative sample of them, or from your salespeople’s understanding of them). That’s the human side.
Second, you must be able to access them within your data. That’s the technical side. A lot of content marketing advice exists about the first, but it seems like information on the second is a bit harder to find.
Getting your buyer personas right is like burning both ends of a candle. And if you’re not making a connection in the middle, you’re going to run into some difficulty.