Having an interactive content platform available for you and your team to create content at scale is a good start. After all, you will need a good mix of content formats well distributed in the buyer’s journey to be successful in your demand gen strategy.
The importance of the buyer’s journey
The right content format is important but if your content is not well and according to the customer journey you are wasting most of its potential.
So, building a successful demand generation strategy depends also on understanding your buyer’s persona and their journey.
Now, I cannot emphasize this enough, maybe I should just re-write this article at this point to say “it all starts with the buyer’s journey”. If your content is not mapped and aligned with your buyer’s journey you will probably fail, or at least have a very hard time linking your content to business outcomes.
A great buyer’s journey
increasingly digital, giving marketing and sales teams a huge opportunity to capture useful first-party data to connect with buyers and customers at scale.
Did you say first-party data?
Yes, and it gets better. Interactive content allows you to capture an even better type of first-party data too: declared data.
Also known as zero-party data, this is information that your customers intentionally share with you, instead of just being captured from analytics and user behaviors.
This can include intentions, preferences, personal context, and so much more.
The imminent death
cookie makes it critical to capture first-party data through your content, and that’s just one of the benefits of using an interactive content tool like Ion integrated with your CRM.
A few examples from Rock Content
Let’s start with a top-of-the-funnel example. Having a content newsletter is one of the best tactics you can use to create your own channels and build a solid relationship with your audience.
That’s exactly what our own content team at Rock Content did when they decided to create our email newsletter The Beat expecting to achieve increased engagement by making the newsletter interactive. Not to mention all the insights we can get from the content consumption.