The digital era and the gigantic amount of content we daily get overwhelmed with has made the impact of traditional marketing a lot less powerful in recent years, both offline and online.
The noise this causes has made it harder for businesses to get the same kind of attention as before. Today you need to customise your content and make sure it puts your buyer personas, their questions and challenges in focus.
In short, your buyers have changed their behaviour - so you should too. Today, your buyers probably put a lot of time into their research before making a purchase. They search for information online, in their network and are more educated than ever before reaching out to a sales rep, if they even reach out.
Inbound marketing is one solution to this challenge. Inbound starts with identifying who you want to reach (buyer personas), what they are doing on a daily basis, what they care about and what they are looking for online.
The next step is to plan and create content which will answer your personas questions. Depending on where they are in their buyers journey, they will have different needs and look for different content. This is why you need to create content for each stage of the buyers journey, and to be able to reach your personas with the relevant content they are looking for. At the right time.
