(I wrote this article a few months ago for NewsCred’s Insight blog. It resulted as one of the more popular of the last quarter, generating $300K of Marketing Influenced Opportunities. Here is an updated version)
To succeed at content marketing (and marketing, in general), you must understand your audience. Content starts and sustains conversations with customers. But in order to have a meaningful dialogue, you need to know to whom you’re speaking. “Developing buyer personas” is what marketers call the process of figuring that out.
But I’d argue that developing buyer personas is just one part of the content marketing equation – you need to research how your audience consumes content, as well.
Let me put it this way: developing personas, understanding their buyer journeys, and mapping content to the different stages of the journeys all contribute to content marketing success. You can’t have one without the other.
Let’s analyze each step.
Continue reading “How to create B2B and B2C Personas and Map Content to the Buyer Journey”
I wrote this post less than one year ago. It was November 2016, exactly twelve months after launching a global content marketing program for the IT Business Unit of Schneider Electric.
The same month I presented my experience at NewsCred’s ThinkContent 2016 Conference in London. Today, less than one year later, I have revised and updated the original post, with examples and experiences coming from other companies where I contributed to implement global content marketing programs. I added three paragraphs too (“Definitions”, “Localisation” and “Metrics”), to touch relevant topics that in my view were not properly covered on the original post. The original post was mainly focused on B2B best practices – which is natural if you come, as I did, from 15 years of experience in B2B enterprises. This time it includes B2C examples and considerations. Also, this post partially reflects what I presented at CMWorld 2017, the largest global Content Marketing Conference.
Since last year, my passion for traveling has not changed. In fact, I cannot remember a time in my life when I was not travelling. In a way, it has been a constant whether I was on the road for business or pleasure. My travels have given me a better understanding of the world. But I never knew how much I had to learn until I was tasked to launch a brand new global content marketing program for Schneider Electric. In short: I thought I knew the world, but when you have to develop content for different geographies, well, it feels like you never stepped outside your front door.
My first global content marketing journey started in three years ago, when my team and I began defining Schneider Electric IT Division’s content strategy and the processes that would sustain it. Our goals were twofold: increase leads and marketing opportunities, which were flat and stagnating at that time (marketing opportunities had to count at least for 20% of overall opportunities), and increase brand awareness. After defining our strategy, we spent one full year preparing for the global launch through multiple pilots. We learned an incredible amount from our successes and mistakes. One year later I replicated the same model with global clients once I moved to NewsCred at the beginning of 2017.
What follows is a series of valuable considerations from all these experiences, which should prove helpful to other marketers who are establishing and launching their own global content marketing strategy.
Continue reading “The Ultimate Guide to Global Content Marketing for Large Enterprises”