In episode 130 of Online Marketing & Communications I take a look at remembering to target potential buyers with different kinds of content marketing. People are at different points in the buying cycle when they come across your website, tweets, Facebook Page, podcast or videos.
Succeeding with content marketing doesn’t come from a moment of inspiration or sublime creativity; for the most part it comes from strategic planning and implementing a process designed to achieve maximum results. And that can mean really crafting content for tiny segments of your target audience.
Cookie-cutter content does not work. Without content created for the different stages of the buying cycle, it’s very unlikely you’ll implement a successful campaign. Identify where your potential buyers are in the purchase cycle. One message alone will not speak to everyone.