Understanding of Buyers comes before Content Marketing (says award-winning marketing expert Jeff Ogden)
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Lee Odden asked “What comes first” in (Content Marketing) on Google Plus to promote Michael Brenner’s presentation at Content Marketing World in Cleveland, OH. I highly recommend you attend this event, by the way.
And please note the Joe Pulizzi of The Content Marketing Institute is the author on the book Epic Content Marketing and was a guest on my show, Marketing Made Simple TV.
Here’s is Lee’s email to me:
“*What comes first, content marketing strategy or budget? What types of visual content work best? Is measuring content marketing ROI really so hard? *
B2B marketing innovator and smartieanswers these and more questions in an interview on content marketing – including an important business lesson learned from a childhood story.
This is a great preview to the content marketing smarts Michael will bring to the #CMWorld conference coming up Sept 8-11 in Cleveland.”
Buy the way, looking at the websites of these companies in the Tampa area, I found one interesting thing. Many were on social media – Twitter, Facebook, LinkedIn, etc., but almost none were doing content marketing – and I only found one, a law firm, with a Chief Marketing Officer on staff. Terrible. My comment “Most of these companies cannot spell marketing.”
I think one of the foundation things companies should do in marketing is develop and use buyer personas. But I also strongly suggest you leave the work to the trained and certified practitioners like Jeff Ogden of Find New Customers. Why? Only the trained pros know whom to interview, what to ask, how to collate what is learned and document the findings to drive content marketing.
I, Jeff Ogden of Find New Customers, was trained in the Master Class of The Buyer Persona Institute, so I have this great training. Thank you Adele Revella!
Do buyer personas with real pros and you will excel at Content Marketing!
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What do you think? Love comments here.