Effective Marketing Communications definition / Marketing communications

Effective Marketing Communications definition

hand pointing to core behaviorsAs great as it is to see so many B2B companies jumping onto the content marketing bandwagon, the reality is that many of them will struggle to drive meaningful business results. Why? Because they often overlook a simple reality: To, a haphazard approach just won’t cut it. You need a strategic framework for conceptualizing, designing, and scaling your efforts.

While developing an effective content marketing strategy isn’t easy, becoming familiar with its core components is the first step for moving in the right direction.

At OpenView, for example, we have built our content marketing strategy around six key elements:

1. Well-defined targets

The key to effective content marketing is to be sharply focused. It’s virtually impossible to successfully market to everyone all at once, so instead you may find it easier if you concentrate your efforts where you think you can move the needle most.

Start by focusing your content efforts on just one customer segment at a time — the segment that includes your best customer. This customer should then serve as the model for your target buyer persona.

make best current customer target

2. A deep contextual understanding

Regardless of who your target buyers are, it’s going to be virtually impossible to create content that resonates with them until you understand the unique context of their situation. In addition to knowing who your buyers are, you need to understand what they care about and what their path to making a purchase looks like. You also need to get your head around which points throughout their buyer journey you need to influence to drive conversions and move them through the sales funnel.

To create content that will resonate with your buyers, you first need to learn:

  • Their motivations, pain points, and role in the buying process
  • Where along their buyer journey they are most likely to get stuck
  • What assistance and information you can provide to help get them unstuck and propel them forward

One of the best ways to develop that understanding is by creating buyer personas and taking the time to analyze and understand the buyer journey. It also never hurts to reach out to your target audience directly — interviewing and surveying its members to get a better understanding of their individual concerns. The information you gather can then be used to inform your persona development efforts and give them more context.


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December 2001 - VOLUME 22 - NUMBER 12
T H E T E N W O R S T C O R P O R A T I O N S O F 2 0 0 1
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