Selena Blue

Content Marketing: 4 stages to mapping your content strategy

April 28th, 2014

Originally published on B2B LeadBlog

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

You may also like

Content Marketing: Targeted persona strategy lifts sales leads 124% [Case study]

Do You Make These 5 Mistakes in Content Marketing? [More from the blogs]

Marketing Research Chart: Which channels do your peers produce content on? [Learn from your peers]

Selena Blue

About Selena Blue

Selena Blue, Partnership Content Manager, MECLABS As Partnership Content Manager, Selena crafts various content to serve MECLABS Partners. From writing books on customer insights to building PowerPoint decks, she creates stories around our Partners’ successes and experiment discoveries to aid their marketing optimization transformation. Prior to her current position, she started at MECLABS as copy editor, then moved into a writing role as reporter. Selena holds a B.S. in communications and an M.S. in integrated marketing and management communications, both from Florida State University.

Categories: Lead Generation Tags:

We no longer accept comments on the MarketingSherpa blog, but we'd love to hear what you've learned about customer-first marketing. Send us a Letter to the Editor to share your story.