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A marketing strategy involves a clearly defined target audience

An effective content marketing strategy requires an understanding of the target audience. It's best to be as specific as possible and create a three-dimensional idea of the target audeince. Marketers who segment too broadly have a harder time increasing search engine optimization results, engaging buyers and generating leads. There are various steps B2B marketers can take to successfully execute a content marketing strategy, keeping buyers – the target audience – in mind.

It's important to consider that the target audience is made up of individuals who have specific needs (1). To fully get to know audience members, B2B marketers should create a persona of a prospective buyer, which involves developing a fictional character (2). This helps marketers envision a person, not a virtual figure. Give the buyer a name and make him or her come to life by touching on the person's problems, objections and challenges.

By creating a three-dimensional character, B2B marketers can customize and generate relevant blog posts, white papers and other communications to pique buyers' interest and provide solutions to their problems. Imagining a character can invigorate and help personalize the content, while driving traffic to a company's website.

1. How to Build Your First Content Marketing Strategy

2. Creating an Inbound Marketing Content Strategy

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.