- Start with exhaustive persona profiles to build buyer paths from high-level awareness down to purchase so that you’re creating the right types of offers to deliver the appropriate content at every stage of the buying process.
- Persona research should include: raw data (surveys, internal sales, and analytics data), interviews with sales and support teams, and discussions with or polls sent to existing customers.
Creating great content isn’t worth much if you fail to reach the right audience. It’s one of the reasons a modern marketer has to be well versed in things like landing pages, conversions, AdWords, analytics, SEO, and basic web development practices. But there’s a deeper, more creative problem at play, too: it’s no... keep reading