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Content Marketing Isn't One-Size-Fits-All

Different customers shop for products and services in different ways—even when they're looking for the same thing. And that's why your lead-generation efforts should address various buyer personas. "A buyer persona [represents a] distinct group potential customers, an archetypal person whom you want your marketing to reach," writes David Meerman Scott at Web Ink Now.

He spoke with MaryAnne Sinville, vice-president of marketing at Attiva, about personas that need similar products or services but have dissimilar priorities. Her company has, for instance, identified two key personas.

Business champions want:

  • New revenue sources
  • Better customer relationships
  • Regulatory compliance
  • Competitive advantage
  • Controlling costs

CIOs and technologists want:

  • Reliability
  • Security
  • Performance
  • Scale
  • Ease of integration

Each receives interest-specific landing pages and information. "You find yourself constantly trying to highlight different things, in different ways, on each persona landing page," she told Scott. "But the reality is that you have to provide all the key points that are relevant to each audience."

Attiva bolsters its audience-specific content with videos that focus on each group's needs. "When we do a video shoot, we often ask the same question 2-3 times, guiding the speaker to frame their answer with a specific audience in mind so we get relevant content to parse out to multiple persona pages," she explained.

The Po!nt: Prospects aren't a one-size-fits-all proposition. Appeal to the needs of specific personas with hyper-relevant content they can't resist.

Source: Web Ink Now.

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Vol. 1, No. 26    December 13, 2010

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