In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
Does content marketing necessarily require a platform and a defined customer journey? Content marketing does not. But successful content marketing definitely does. Because only if the content produced serves the purpose of generating or improving sales, in short: the company's goals, will the ROI pay off in the end. And for that to be the case, content marketing must have a guideline.
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The more content, the more important the persona
In times when more and more content is being produced, consumers are spoiled for choice. On the one hand, this is an advantage for them because they can obtain differentiated information. On the other hand, the abundance of content can also be overwhelming. To make the choice as easy as possible for them, the content must meet them where they are. This, in turn, is only possible if it is clear who the customer actually is—what content they consume, what problems they have, what results they want.
This insight is the first step toward creating content that is tailored to the ideal customer at every stage of their purchasing decision. An analysis of customer behavior and the personality of the ideal customer is therefore essential in order to produce content that meets both their wishes and the company's goals. After all, customer satisfaction is what ultimately leads to the achievement of corporate goals. Once the buyer persona framework is in place, the next step is to outline their customer journey.
Depending on which phase of the customer journey the customer is in, their needs, problems, and ideas for solutions will vary. These different desires must be taken into account in every piece of content—from brainstorming to choosing the type of content and implementation to distribution. This is because content marketing only contributes to the company's goals if it serves the changing needs of potential customers, represented by the buyer personas created, in the various phases of the customer journey, based on the characteristics of the persona defined by the company.
Flexibility and the ability to change perspectives, as well as clear goal setting, are essential for successful content marketing linked to personas and customer journeys.
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