Content Marketing, Owned Media
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Some marketers still follow a “one-size fits all” approach, meaning that all individuals within a target audience receive the same message. Others may succeed in delivering varied communication, but struggle to find the appropriate forms of content messaging.

Today, it’s important to recognize how vital personalization and customization are when interacting or communicating with different customers. The problem is, while one person is ready to purchase your product, another may need education regarding your company, or on the extensiveness of your product line.

Other content distribution issues marketers face may include: being too promotional or “salesy,” insufficient content variety types, failure to reach a desired audience, and lack of audience interest in content.

Give Your Customers the Content They Want & Need at the Right Time

Before you determine the information your customers ultimately desire, you must identify where they reside in their buying process. Enter: Customer Lifecycle Marketing.

With Customer Lifecycle Marketing one can graphically see where a prospect or customer is in their relationship with your brand. This insight allows you to segment your audience to ensure you provide them with maximum relevance. It’s a continuous process of winning new customers while retaining the clients you already have through engaged relationships.

Combining Customer Lifecycle Marketing with Content Marketing

Once you know which buying stage a prospect or customer falls within, you can determine how the contact or company is communicated to, by whom, and how often. This calls for the use of an array of different content formats including emails, infographics, ebooks, whitepapers, webinars, and more. Pairing the appropriate content with a customer’s specific buying stage is known as lifecycle content marketing.

The process begins when a person hears a brand’s name or visits the brand’s website as a result of a search for information, which is when they enter the brand’s marketing lifecycle.

While they are uninformed at first, they are still captured and placed into the first customer lifecycle stage. It’s now up to the brand’s content to maintain and grow the relationship. From that moment forward, the content offered should motivate prospects to learn more about the brand, appreciate the brand, and most importantly, purchase products or services from the brand.

This infographic highlights a typical B2B customer lifecycle stage map as well as the suggested content forms that supplement each stage.

 

The Ultimate Guide For B2B-Lifecycle Content Marketing

 

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Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
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Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
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Michael Becker Marketing Support Spec. Teradata
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Sujay Maheshwari Founder & CEO Netcurate.com
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Simon Penson Founder & Managing Dir. Zazzle Media
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Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
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John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

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