In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

Does content marketing necessarily need perrons and a defined customer journey? Content marketing doesn't. But successful content marketing absolutely does. Because only if the content produced serves the purpose of generating or improving sales - in short, the company's goals - will the ROI ultimately add up. And for that to be the case, content marketing must have a guiding principle.

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The more content, the more important the persona

In times when more and more content is being produced, consumers are spoiled for choice. On the one hand, this is an advantage for them. Because he can obtain differentiated information. On the other hand, however, the sheer volume of content can also be overwhelming. To make the choice as easy as possible, the content must meet the consumer where he or she is. This is only possible if it is clear who the customer actually is - what content he consumes, what problems he has, what results he wants.

This insight is the first step towards content that is tailored to the ideal customer at every stage of their buying decision. An analysis of the customer behavior and the personality of the ideal customer is therefore inevitable in order to produce content that meets both their wishes and the company's goals. After all, customer satisfaction is what ultimately leads to the achievement of corporate goals. So once the framework of the buyer persona is in place, the next step is to outline their customer journey.

Depending on the phase of the customer journey, the customer's needs, problems, and ideas for solutions vary. These different wishes must be taken into account in every content piece - from the generation of ideas to the choice of content type and implementation to distribution. After all, content marketing only pays off for the company's goals if it serves the changing needs of potential customers, represented by the created buyer personas, at all times in the various phases of the customer journey, defined by the company on the basis of the persona's characteristics.

Flexibility and the ability to change perspective, as well as clear goal setting, are essential for persona and customer journey bound successful content marketing.

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You want to create content only for the right users in the future?

Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.

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