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

December 13, 2010  

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

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