Learn how to create better personalized content, aligned to how familiar different customers are with your company, across each stage of the buying process.
- Let's face it, a person who's never heard…of your organization probably isn't going to read…one of your case studies.…In this video, I'm going to show you how to create content…that actually reflects which stage of the buying process…a person is at, so they're receptive…of the content you're serving.…Content builds trust with consumers…so they better understand the value and expertise…your company offers and move them closer…to becoming a customer.…One thing to consider from the beginning is that…content types and topics used within each stage…will depend on whether you're trying…to reach other businesses or consumers.…
Content created for the awareness stage…of the buying process should help buyers recognize…the problems they're facing and possible solutions…to those issues.…For example, you might serve a short video…that identifies a challenge facing your industry…and provide a few solutions…if you can execute then and there.…That type of message builds trust in your expertise.…When focusing on the evaluation stage, develop content…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
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