We say it all the time – your marketing needs to be audience-centric. By focusing on delivering information that the audience craves and wants, you’ll build a relationship and draw them in closer. But first, you have to be able to answer the old Jerry Seinfeld question: Who ARE these people?
The reason this matters is that the sales cycle has changed from those glorious cold-calling days of yore. Today, 6o percent of the buying process is complete before the sales department ever hears from the prospect. Prospects spend that time educating themselves, developing ideas and preferences. Smart organizations that want to build a relationship with the audience and ultimately make the sale are feeding this appetite for information
Step one is to figure out who these people are. That means identifying buyer personas. You have to do that as the foundation for your content strategy.
Via And Update My Website