Map Marketing Content to Customer Needs
Regardless of the strength of your content, the success of your content marketing strategy invariably lies in accurately judging who your target audience is and then determining what type of content will best appeal to that group of people. Start by looking at your various marketing goals and then at the audiences you are addressing and link these with your different marketing agendas. For instance, your goals may include establishing awareness through thought leadership marketing, lead generation, lead nurturing, or brand development.
Once you have your list you can determine your audiences such as users, buyers, analysts, technical experts, decision makers, influencers, and many others. From here, you can determine which goals align with each audience type and you have a basis for knowing the best target audience for each piece of content you create.
Once you know your audience, move on to deciding the most relevant format for that audience as it relates to their current stage in the buying cycle. You want to not only engage your various audiences with relevant content, but also address issues that relate to each subset of each audience. So if you have decided that decision makers are the best audience to target for your latest piece of content, you also need to decide which stage in the buying cycle you are targeting. Do you want to talk to CIOs who are at the awareness stage or who are ready to make a decision? Knowing this data will tell you the type of content to produce and the best format to produce it in. Blogs, online events and social media events are good for driving awareness while white papers, eBooks, and webcasts tend to appeal to people further on in the buying cycle. Armed with the demographics of your audience, you are empowered to create the most relevant content for them, and relevancy is king in content marketing.
BrightTALK™ enables you to easily gather the information you need to determine how best to present your events in the future. The detailed metrics provided by BrightTALK reveal many different trends in viewership around your content. This allows you to see firsthand which audiences find a particular topic or format interesting and what stage of their buying cycle best reflects where they are in the decision making process. With such in depth information at your fingertips, it becomes simpler to tailor your message towards your targets and to market that content to the group of people most likely to view your event and get something out of it. This then enables you to categorize your audience based on their buying cycle stage and the viewing time of online events into a content matrix like the one shown here.
Each quadrant is tailored to a different audience, and therefore requires different messaging in order to nurture your leads. In quadrant A, the leads are ready to be passed to your sales team, as they are clearly engaged, shown by their high viewing time, and they are watching content aimed at the consideration stage. Quadrant B on the other hand requires more work and different content as they have moved into consideration, but your product doesn’t appear to be their top option. Thus more aggressive intervention is called for. Quadrants C and D also need to have content unique to those audiences to draw them in past awareness and to further engage them with your product or service.
The advantage of using this content management method is that over time you can establish benchmarks for the percentage of audience active in each quadrant. As you see these figures change, it helps you to understand where to put your investments for future marketing activities. Specifically if you have too many people in consideration against your benchmark split, then you need to drive the top of your sales funnel, or if you have too many people in awareness then you need to drive relevant content to these people to move them through the buying cycle.
In our current information society, content marketing has become the most important strategy for marketers, no matter their role within their company. With the right metrics and a solid approach to defining your buying cycle, these marketing tools can target the most relevant people with content tailored to their interests and concerns. Online events are an important and versatile format for content marketing, thus they are the next logical step for marketers who are looking to extend their content and make their messages as visible and influential as possible.