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Creating an Inbound Marketing Content Strategy
Luke Summerfield / ClickZ / September 11, 2013
One of the most important pieces of a successful inbound marketing strategy is the content, yet so many marketers are so far off in their content strategy. This causes frustration throughout the organization, inefficient marketing, and many times an abandonment of content marketing all together.
This column should serve as an overview of how to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.
Start With Your Personas
Whether it’s marketing or product development, everything you do in your business should all start with your personas. Your company’s personas should be at the heart of everything you do in your inbound marketing strategy, including content.
A persona is a complete fictional character profile that is based on your ideal customers who share common problems, needs, and wants. They are written up almost like you’re writing a profile about a real person and include both business and personal information.
You will need to meet with your entire organization, most importantly sales, to get the necessary input to create an accurate and in-depth persona profile. Topics should include persona problems, objections, general background, challenges between you and them, marketing messages, elevator pitch, outside of work, etc.
The reason this is so important is because the more targeted and relevant you can make your content, the bigger impact it will have in driving behavior with your readers. It’s the same idea as email marketing. The more you can segment your lists and tailor emails that are relevant to the interests of that list, the higher performance and business impact that email will have.
If you would like to learn more about creating a persona, read my blog post, “Personas Will Rock Your Inbound Marketing & Sales.”