Work with Ardath Albee to transform your marketing into customer-centric strategies driven by personas and content that are so damn relevant that audiences engage, convert, and stay for the long term. Marketing that drives business objectives is about sharing value and vision that matches context and makes productive connections with the right audiences, at just the right time – every time.
The following services are what’s needed to make this happen:
Buyer Personas
Develop insights to make your content so damn relevant that your target audiences are compelled to choose you to help them reach success.
A buyer persona is a composite sketch of a target audience based on the commonalities shared by roles in relation to solving a problem that your products and solutions address. Personas are used to increase relevance, resonance and engagement that results in productive business relationships – whether with buyers, customers, or end users.
Digital Content Strategy
Create a consistent messaging platform, storyline and distribution plan across channels and social media to turn prospects into buyers.
A content strategy is not based on campaigns, but rather on addressing the continuum of needs for each audience across the problem-to-solution journey. Just publishing content is not enough, a strategy must orchestrate progressions which moves buyers toward making the decision to buy, stay or expand their use of your products and solutions.
Coaching for Content Performance
Executing a content marketing strategy to high performance is harder than it looks. Make it easy with a coach for content performance.
Many companies are bringing content marketing production and execution in-house, and rightly so. It can be expensive when done well. However, this doesn’t mean that your staff will intuitively understand what it takes to execute on a digital content strategy. Get them the help and editorial input they need, along with strategic advice that keeps them on track.
Sales Enablement
Assist salespeople to join the relationship with the right content and conversations to engage prospects about the value they’ll gain.
One of the biggest complaints from buyers is that salespeople don’t bring value or interrupt the story they were engaging with to insert their agendas. Marketing is sharing the story that can continue to accelerate pipeline momentum if sales learns to use it to advantage.
Content Center of Excellence
Creating a centralized organization for content marketing strategy and development is what’s required for radical relevance across the enterprise.
How should you structure it? Who should you hire? How do you manage the change process that will help the enterprise adopt a centralized approach? Answering these and other questions along with how to increase brand value with a consistent narrative will be unique to each company. Get help outlining the approach and seeing the big picture.
