buyer persona institute

Free ebook: For Compelling Content, Let Your Buyers Be Your Guide

Your buyers are the source of the insights that will differentiate your content and clarify all marketing decisions. Understanding how your buyers make their decisions, and how to persuade them, will make your job easier and more rewarding than you ever imagined. View this eBook and learn: - Three must-follow rules for successful buyer-driven content marketing - Details on how to discover and act on the Five Rings of Insight™ - Templates & tips for capturing insights from interviews with buyers "This is a must-read for anyone involved in messaging, content, sales enablement or strategic marketing." - David Meerman Scott, Bestselling Author of "The New Rules of Marketing & PR."

First 3 Pages

The 3 rules of buyer-guided content marketing The 5 insights that put these rules to work for you So how do you discover the 5 insights? How many personas do you need? Using the information in your content strategy About the authors For Compelling Content, Let Your Buyers Be Your Guide Content marketing is on everyone’s mind. “We need more content.” “That’s great content.” “How can our content be more engaging?” “Do you think 6 pieces of content will be enough?” Sound familiar? However, you’re probably not looking for these answers from the one expert whose perspective is most relevant. Your buyers are the source of the insights that will differentiate your content and clarify all decisions. The 3 rules of buyer-guided content marketing The 5 insights that put these rules to work for you So how do you discover the 5 insights? How many personas do you need? Using the information in your content strategy About the authors The 3 rules of buyer-guided content marketing There is a reason that buyer personas are becoming a hot topic among marketers. Researching and documenting your buyer persona, a detailed profile of an example buyer that represents the real audience, can help to inform – and transform – your content strategy in ways you may not have thought possible. We hope you’ll enjoy learning about the connection between buyer personas and content and will take advantage of the tips and tricks contained within. Let’s face it, your buyer does not come to work and say, “I don’t have any problems. I think I’ll read a bunch of marketing material to figure out how I should spend my day!” When buyers find your content it’s because they have become aware of a particular challenge and are evaluating available options. If your content isn’t easy to find or doesn’t provide the answers they’re seeking, your buyers will move on to a different provider who is more helpful. This is not really new, but an additional trend is emerging, with buyers of even complex B2B products decreasing their engagement with your sales people until they’ve narrowed their options to just a few solutions. So now more than ever before, your company’s success requires content that is grounded in deep insight about your buyer’s decision to choose you, a competitor, or nothing at all. Only then can you help buyers see that your product, service or solution will make their life easier in exactly the way they imagine. Rule #1 YOUR BUYER IS THE CENTER OF YOUR UNIVERSE Therefore, content marketing must start with the buyers’ perspective. >> Let’s take a look at what happens when content is built without the buyers’ perspective: The 3 rules of buyer-guided content marketing The 5 insights that put these rules to work for you So how do you discover the 5 insights? How many personas do you need? Using the information in your content strategy About the authors Christina is a wonderful writer and she pens a well-written piece that focuses on the pains the product solves. Matt loves it and the designer pours it into a gorgeous layout. Sounds like a great piece, right? The matrix of how the product fares relative to the competition is up-to-date and Christina and Matt are aligned around the pain points that the product solves. Christina also knows that Matt, the Product Manager, wants to highlight the latest and greatest features and functionality that have been baked into the product. If Christina the marketer builds content without the buyers’ perspective, she begins with what she knows – her product.