Your Next Step: Map Out Your Content Strategy

Marketing myopia is curable, once a marketing organization commits to communicating with its buyers, first and foremost. With the four stages in mind, it becomes much easier to brainstorm topics for new content, and ways to reuse and repurpose existing content. Simply ask:

• Of the prospects we know, through analytics, marketing automation, and the sales pipeline, what stage of the buying cycle are they in?

• What do the buyers in each stage want?

• Through what channels do they get their information?

• What value can we provide to those buyers, through those channels?

• What content do we already have to meet these needs?

• What new content do we need to develop?

Answer these questions for all four stages, compromising nothing to internal drivers like the product release schedule, sales meeting, or executive pet project. Concentrate on the buyer. Give the buyer credit for owning the buying cycle. The result will be a comprehensive, multi-touch content program that drives business and gets results.

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