You have identified your "desired candidates", recorded them in Buyer Personas and you have determined the ideal information requirements in each of the three purchase decision phases (Customer Journey).
You have created a good starting point for successful content marketing. Your content strategy is the decisive success factor because you determine precisely which customers you want to reach via which channels with which content offers and core messages. A good content strategy includes not only your online channels (homepage, blog, social media, emails, newsletter) but also the real world (trade fair, promotion, press, print).
Content is the driver of the Internet. It is the basis of Google's existence and also the currency Google uses to measure the authority and reach of your company or website on the Internet. The world has understood this and so all companies worldwide produce more content on all kinds of topics every day than any human being will ever be able to read. One speaks of a Content Tsunami.
If you want to assert yourself as number one in the perception of your buyer personas in this flood of content in the long run, you need two success factors:
- Outstanding content offerings that are not only read by your users but also passed on and recommended to others
- The will to assume (thought leadership) for your topic so that you are not perceived as providing the best content, but as the only instance and authority that your users listen to and follow.
This way to a unique position in the market is often economically successful and sustainable in the long term.