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.
Read more here: Buyer Personas, the Editorial Calendar, and Real Life
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