Digest...

It’s a bit of all those things, or more specifically, it’s that we haven’t figured out how to make data and creativity work together. We’re measuring everything, but the insights we collect aren’t actionable. We’re still being graded on how much we produce, or whether our animated video is cuter than our competitors’; but then, we’re asked to prove the value in numbers.

 

Depending on who you talk to you, there are three or four phases of the buyer’s journey. Translated into plain English, they are:

1. When they don’t know who you are
2. When they’re interested in learning who you are
3. When they’re about to buy
4. When they’re customers

 

As a content marketer, if you’re not keyed into the nuances of account status, it’s hard to know if your content is working or how to outline your strategy for the next quarter. That means closely tying your own metrics to CRM data to understand how they correlate. What types of content drive prospects to the next stage? Is the answer different for each segment? What are your most powerful messages, formats and channels? Once you get this information about your current prospects and customers, you can replicate it and optimize your strategy.

 

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