Many also tend to be focused on top-of-funnel asset creation but are lacking an integrated content strategy that considers the knowledge requirements of the buyer through the full journey. However, too few have done a content audit and inventory and mapped and tagged their content to key attributes that allow for content sequencing and delivery based on audience segment, journey stage, offering, vertical, program type, and so forth. Many B2B organizations that we work with understand the value of doing content marketing, for example, to build awareness and drive inbound traffic and leads. In many ways, content is the universal variable in driving customer interactions whether they be at an event, in a search engine, on social sites, or through email interactions with a sales rep. Why is delivering the right content for the right customer at the right time not only important, but also critical? What benefits could one expect to see? What proof points already exist? Companies need to focus on getting this right first and making sure they have a differentiated position and voice in the market.įrom there, they need to bring that to life by building a content strategy that contextualizes that messaging and makes it consistently and persistently relevant to the audience as they progress through the evolution of the customer experience they are building with your brand and offerings. Having strong audience prioritization, personas, audience-centric messaging, and value propositions are foundational elements to achieving this goal. The key to delivering the right content to the right audience at the right time is all about understanding audiences, their behaviors, needs and preferences, and then tailoring content and interactions to meet audiences where they are-in their journey, on their preferred channels, with their preferred asset types, on the topics that interest them most. Our research at SiriusDecisions shows that 67% of the buyer’s journey is now completed digitally.
The digital era has really empowered buyers to control much more of the experiences that they have with companies.
It’s challenging ourselves as marketers to leverage a blend of audience insights, multichannel marketing prowess, and integrated content strategy to deliver content and interactions that are contextual and relevant to where the buyer is in their journey. To me, “right audience, right content, right time” is the new marketing mandate. To you, what does “the right content for the right customer at the right time” mean? One of content marketing’s biggest challenges is creating relevant, targeted content. Read on for part one in a three-part series. We had the pleasure of sitting down with Christine Polewarczyk, Research Director in the Content Strategy and Operations service at SiriusDecisions, to ask our most burning questions around marketing’s greatest challenges.
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