Digest...
1. Establish Feedback Loops
Track what content works and what does not by establishing feedback loops between the content team and the marketing groups responsible for content distribution.
Without hard, quantitative feedback, the content team has no insight into how their work is performing.
2. Actually Use Your Persona and Buying Stage Research
Targeting specific prospects based on persona and buying stage is an oft-preached best practice, but it quickly falls by the wayside when marketers feel under water. Unfortunately, this negligence leads to irrelevant and valueless content. Instead of saving time, you’re wasting it on a final product that won’t get any traction.
3. Evolve Your Personas
Personas, though, are not a one-and-done project. You have to continually refine your understanding of the people you’re trying to reach and how they consume information, particularly as new channels and networks emerge.
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