Bog header

 
            

Authors

Ira Koretsky
(click for all of Ira's posts)
Duane Bailey
(click for all of Duane's posts)
Guest Bloggers
(click for all of our posts from guest authors)

 

Archive

« September 2017 »
Mon Tue Wed Thu Fri Sat Sun
        1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30  
Tuesday, September 01, 2015

How Focused Is Your Content Marketing Strategy?

Written by  Duane Bailey

The content we produce – spoken and written words, PowerPoint decks, images, videos, memes, charts, infographics, etc. – tells a story about the importance of establishing a relationship between us and our target audience. The story we tell should be a compelling one that accelerates our success at driving sales and revenue.

After all, we're all selling something and our goal is top-line growth.

An effective content marketing strategy, then, should be laser-focused on the needs of your target audience – identifying those needs, aligning with them and providing evidence that what you're selling can address those needs in a unique and measurable way.

Focusing on the needs of your target audience is especially important when developing marketing collateral for vertical markets. The companies who do this well instinctively tap into the knowledge and experiences of industry experts – people with a history of success in the field, industry analysts and consultants, influential academics and even students who are pursuing a college major or conducting research in the field.

Understanding the industry you're selling to, and how your customers (i.e., decision-makers) are measured and compensated, are the keys to developing content that is relevant to your target audience and providing them with a compelling call to action. In my experience, people tend to buy when one of three opportunities arise: they have a problem, they see a problem coming or they see a chance to shine.

A content marketer's job is to develop the story that shows potential buyers how you and your brand are best positioned to address these opportunities.

 

For more on the intersection of sales and marketing, please see:
Why Every Marketer Should Have Sales Experience
The Purpose of Marketing Collateral Is to Drive Sales
The Role of Marketing Is to Drive Sales

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.