Drive 2014 revenue with these three content tipsIn 2014, marketing teams will spend $135 billion on digital marketing collateral, producing a combined volume of 73% more content than in 2013. With so much more content flooding the Internet and your mail box, marketers need to cut through the noise to generate revenue. Follow these three practices to stay on the path to success this year:

1) Define Buyer Personas

Talk with your sales reps and customers to identify exactly who your different target customers are and what they’re looking for. What questions do they ask during the decision making process, for example?

Only by getting a handle on your ideal customer segments’ likes, dislikes and needs can you deliver relevant content at the right time in the right place.

2) Map Your Marketing Funnel

The marketing funnel – the way prospects move from awareness to conversion and beyond – has changed. People don’t move in a straight line from “top of the funnel” to “bottom of the funnel” anymore. They meander, compare prices, read reviews, check out social media, etc.

Research and understand how your customers progress from awareness to conversion. You will come to understand the strengths and shortcomings of your content. From there, you can deploy content resources where the impact will be greatest.

3) Create Strategic Campaigns

With a persona in mind and a lead funnel based on data, you can create tailored campaigns with different content elements to engage customers at the right time.

Include press releases, blog posts, email campaigns and social network updates to bring people to your site, with value-added content and offers to nurture your customers and capture information.

Marketing automation can make this process easier and more scalable. For a free guide, click here.

About Annemaria Nicholson

I drive go-to-market content, SEO and social strategy for multiple brands at Cision, an earned media software intelligence company.

Your content program is only as good as the stories you are telling. I engage and inspire audiences with interactive and multimedia projects that serve all areas of the funnel and have experience scaling content programs globally to drive brand awareness, leads and revenue for the business. I own our keyword strategy and non-technical SEO for the business.

I revolutionized Cision’s outbound promotion efforts to amplify its inbound lead generation results by creating a multichannel campaign strategy that promotes discoverability, search rank, audience awareness, credibility, and ultimately more topline revenue growth. I also helped with our rebrand and watched Cision go public in 2017.