How's your content strategy? Chances are, not as strong as it could be! Here are 5 DIY hacks to drive your content strategy forward. Presented by ComBlu.

1. B2B PERSONAS:
You’re Doing it Wrong!
5 DIY HACKS TO HELP DRIVE YOUR
CONTENT STRATEGY FORWARD
P R E S E N T E D BY

2. Is your customer view
cobbled together from afar?

3. Are your personas just a reflection of
your own assumptions?

4. Do you toot your
own horn too much
with your content?

5. If the answer is
yes to any of
these questions,
then your
content
experience likely
feels like this.
Gross.

6. You will condition your
customers to
tune you out.

7. With different goals and
objectives, internal teams
aren’t always on the same
page when it comes to
creating content
that’s relevant.

8. Time for
a change?

9. HACK #1:
Narrow down your
target audience
• Select the most influential
roles in the buying center
• Don’t dwell on too many
titles and flavors of the
same role – pick one as a
marker
• Start with 1-3 targets and
expand over time

10. HACK #2: Determine “must-have” information
Role
In the
Buying
center
What are the top 5
data points you need
at a minimum to
inform your content
strategy?

11. HACK #3: Search for the missing pieces
• Social listening
• Focus groups
• Surveys
• Phone interviews
• Internal SMEs
• Job descriptions
• LinkedIn profiles
• Conference agendas
• Blog/article comments
• Communities
You are not lost at sea;
there are plenty of
sources of information:

12. HACK #4: Socialize them
Work hard to promote
customer empathy throughout
the organization and bring
your personas to life.
Don’t put your personas out to pasture.

13. HACK #5: Revisit your
personas periodically
As market conditions change, so do
your customers.

14. RELATED READING
THOUGHT LEADERSHIP
Where Does Your Content
Journey Lead?
ComBlu Perspectives:
Buying Centers
How Multi-generational
Insights Influence The B2B
Buying Center
Putting Personas Into
Perspective

15. ComBlu provides content marketing strategy,
change management guidance, and
governance to brands such as Cisco, Capital
One, VMware, TransUnion, BMO Harris Bank
and others.
ABOUT COMBLU

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