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How to boost the effectiveness of your content marketing with properly mapped buyer personas

If you want to maximise results from your content marketing strategy, it is essential to map your buyer personas to the buying cycle. This is executed by delivering the right content, to the right people, at the right time. If your business is B2B, your content marketing strategy is crucial to your success because 64 percent of B2B customers will engage in upwards of five blogs prior to purchase. However, a mere five percent of marketers believe their content marketing strategy is moving in the right direction, according to Top Rank Marketing. Blogs, videos, ebooks, case studies, and infographics are all invaluable content marketing assets. And you want these content marketing assets represented in each stage of the buying cycle. To make the absolute most of your content marketing strategy, you need to develop your buyer’s journey. This allows…

Chart of the Day: Most businesses address just three or more market segments with their content marketing

Marketers who are focused on campaigns, creative and marcomms can get a narrow view that marketing communications (that's content, social, ads, SEO, outdoor, video, you name it) are actually only one part of the marketing puzzle. But the smart marketer knows that spending time to develop accurate buyer personas and properly plan different strategies for targeting market segments and buyer states is also crucial. The results of a survey which asked over 600 B2B Marketing professionals about their use of content marketing shows that plenty of content marketers are wising up to the need to properly segment their market and target different buyer personas and stages with different messaging and content formats. Half of the companies were addressing three of more market segments, whilst almost half were addressing three or more buyer personas…

Exploring the benefits for small and medium businesses

Marketing Automation is one of the hottest trends in 2015, according to a recent SmartInsights survey. However, adoption of this key technology is still in its early phase, especially amongst small businesses. This article explains how small businesses are using a wide number of solutions as simple as keeping customer data on an excel spreadsheet, that they can see the benefit of using integrated marketing systems, just not yet. Because it is still a relatively new field, let's start with an explanation of what marketing automation is.  I'll then go on to explain the overall benefits to business and the specific value that individual SMEs have expressed in our in-depth conversations and summarise with our predictions for SME adoption of automation. [si_guide_block id="60769" title="Download Expert member resource – 7 Steps guide to digital marketing for startups, small…