You know that vanilla flavoured marketing doesn’t work. So how do we send the right message to the right people and customise the message as they get nurtured along the sales process. Content marketing can serve as potential honey to bees (customers) and keep them engaged and nurtured along the process. (Image credit: Flickr) The trick however is to create the right flavours and match it with the right customers. Here are 6 questions and steps to help do that. Build Avatars. Do you understand your customer types, their lives and issues to help understand and link to them. Strategy. Do you have a strategy to get the exposure required for each customer type and across relevant platforms. Promotional Plan. Each piece of content needs to be marketed well in order to get the audience to read or engaged or else it will be a lot of work for little reward. Content Types. Are you incorporating different content types. From articles to videos and infographics etc. Right Resources. Do you have the right people and resources behind you to make the strategy work? Metrics. Have you set and evaluating your metrics to measure the direction and worth of your content. Most importantly you will need to revisit your avatars to ensure they still accurately represent the right kind of customers and that your content marketing strategy is in line with them. Source
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