Consider developing both buyer profiles (data profile) and personas (personality profiles) to target and communicate more effectively through your lead gen content to drive interest and engagement.
Consider developing buyer personas to put a face on your audience and better understand both their practical and emotional needs in their role. This will lead to more effective messaging and assets that align with their interests, attitudes, opinions and needs.
Consider revisiting personas every six months to ensure they are up-to-date and relevant.
Consider revising your profiles and personas every six months to ensure they are up-to-date and relevant.
Consider whether your C-suite provides sign-off only or are part of the decision-making team throughout the process. Version your content to different levels of the organization to resonate with their role and responsibilities.
Consider creating a content calendar that includes regularly scheduled audits. Include all key stakeholders in the process and keep to a schedule. Auditing your content is as important as developing new, relevant content.
Leverage your knowledge of your audience and how they identify and pursue solutions to their ongoing business needs. Identify their content preferences for each stage of their buying journey and develop your content accordingly.
Consider having quarterly meetings with the Sales Team to understand what they are hearing in the market, what is working, what isn't working and what gaps need to be filled.
Consider identifying sources for input and schedule time with them. Outline your content strategy and their role in contributing content topics and ideas for audiences.
Consider providing agency and consultant partners with open access to all key stakeholders responsible for the success of the product / service.
Consider ways your current content can be repurposed into additional assets. Look at creating different formats for different distribution channels. Also, assess your internal resources and develop a process to help them be more efficient in development. If you lack resources, consider an outside resource to assist in the ongoing development of content.
Consider how your content is being used and measure effectiveness. Based on the outcome of an audit, repurpose effective content, rethink low-performing pieces and develop new to fill in the gaps.