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Creating Content That Is Relevant & Scalable

It's about the buyer and their world, not you and your product.

Once have your channels identified. You know your targets. And you’ve aligned them against the buyer’s decision journey. Time to make sure you put the right content in front of the right person at the right time. To do that, you’re going to need one big idea expressed in every relevant channel.

First take a look at your existing content and creative to see if you can use it in your latest campaigns. What content is appropriate for each buyer stage and channel combination? Identify gaps where you’ll need more assets and make a plan to repurpose content or create all-new material. Do you have a ton of blog articles, but no white papers? Turn those blogs into gated thought leadership content. A lot of social ads, but no display ads? A little resizing goes a long way. List all the usable assets for your campaign. (Hopefully, you have a very long list!) Now map it out. Use your ICPs, TALs, buyer personas, and other relevant data to map creative and content to the appropriate channels and buyer stages.