As marketers, the information we deliver to a prospect is much different than what we provide to an existing customer, or a dormant customer that we're trying to re-activate. Someone researching a product category seeks information that is distinct from the content needs of someone who's about to make a purchase.
The challenge for marketers, then, is how to deliver the right content, at the right time, through the right channel to generate real returns. This eBook examines content-based integrated programs from a purchase cycle perspective, as well as the role that analytics play in helping marketing teams to identify and target the right segments with the right content.
This ebook will cover:
- The right content for each phase of the buying process
- How to identify the content needs of your customers
- How to match the medium to the message
- A discussion of content marketing analytics