Category: >> buyer personas
Your company serves and/or wants to test the revenue potential of language markets other than your home market and you’ve decided that you need a multilingual website. You want to be able to provide web content in the native languages of your various markets. There are different ways to launch multilingual websites, but what approach is the best for your small business?
When I talk to business leaders about whether their digital marketing strategy is performing, I sometimes get the same emotional response:
Anger because they have spent money on digital marketing but they don’t understand what they got for their money.
Disappointment because they have to confront the reality that they don’t know what their digital marketing goals should have been.
Frustration because they don’t know what to do next.
Whom are you writing for? We discovered there are three very specific types of buyer personas who need content during the business-to-business sales process. The financial persona, sales persona and the technical persona. Each of these personas have very specific content needs during the sales process. And when properly understood, you can turn the teaching strategy of content marketing to your advantage to gain trust and support from each of these types of buyers.
At our Content Marketing Workshop, the 3 most common content marketing challenges we heard from participants were: how to uncover customer-centric content as opposed to product-centric content, sharing the content development burden across the organization and analyzing who engages with your content and how that helps them through the buying process.
Here are the Marketing CoPilot 7-steps for content marketing success: