9. “90% of consumers find custom content
useful and 78% believe that
organizations providing custom content
are interested in building good
relationships with them.”
– TMG Custom Media
10.
11. “While 92% of firms say producing high-quality
content is valuable, just 54% of them rank their
ability to execute this activity as effective.” –
Aberdeen Group
12. “Salespeople spend 40% of their time looking for or preparing
content for customer communications.”
– CMO Council
15. 1. Start with the basics
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?
16. 2. Dig In
Answer These Questions
• What problems do these people of
interest have?
• What pushes them to solve these
problems?
• Where do they access information
when hunting for a solution?
• How do they access it?
• What type of info do they seek?
17. 3. Investigate
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?
18. 4. Craft Your Persona
Answer These Questions
1. Who is accessing your content?
2. How are they finding it?
3. What brought them to you?
4. What did they do once they
arrived?
34. In Conclusion…
• Build a Plan
• Develop Buyer Personas
• Keep Sales Up to Date on Available content
• Use Content Everywhere
• Set Up a Feedback Loop