Each member of a buying team has different challenges and interests. Columnist Arnie Kuenn tells you how to hone in on those needs to help close a deal.
You’ve heard it before: To be successful with content marketing, your content must be catered to the customer. More specifically, content should speak to customer pain points and challenges throughout the buyer’s journey.
However, to create content that is truly targeted, you need to understand exactly who your buyers are and what their journey looks like.
Enter persona-based content marketing: creating and promoting content with a specific buyer persona in mind…
