Effective content marketing starts with listening to customers to truly understand them, and then identifying the personas of your audience, according to Ninan Chacko, CEO, PR Newswire.
But it’s what you do with that gathered information that makes the biggest difference.
In his keynote at MarketingSherpa Lead Gen Summit 2013, Ninan explained the five steps to effective content marketing. The third step requires marketers to “map the content to the cognitive process of each persona.”
While each industry will vary, research has found four key milestones most lead nurturing processes have in common. Within each of those key stages, you can find common objectives and content types.
In the video excerpt above, Ninan discusses stage three – intent – which helps you map customer concerns to your content that addresses and alleviates those concerns.
To learn about the other four steps to content marketing, watch the full video presentation of Ninan’s keynote. In it, you’ll also learn:
- How content has and will always impact media
- The role content has in influencing decisions
- How to discipline content marketing to influence decisions
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