Content Strategy: 5 Key Items to Consider

By Win Salyards, Marketing Coordinator at Heinz Marketing
Within the Predictable Pipeline framework, we think about Messaging and Content in the Buyer’s Journey with respect to what Key Target Personas need, what they are challenged by, and how they make decisions. You’ve built a comprehensive buying committee profile, buyer personas and their pain points, and you understand your buyer’s journey. It’s time to build a content strategy. But before you do, here are 5 things you should consider.
How is your target account’s selling/buying cycle’s structured?
This may seem obvious, but you need to understand where in the year are your customers and leads making the most important purchasing decisions. It can change depending on the industry! Don’t be caught unawares starting up a midfunnel campaign when your target accounts don’t make middle funnel moves for another quarter.
Where is there key crossover in content between personas?
When you’re on a tight budget you may