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2012 Marketing Plan: Mapping Marketing Content to Buyer Context


The blogosphere, conferences, and boardrooms are replete with discussions about the evolution of marketing and the role of the marketer in this digital age. The dual obsessions of engagement and content are fueling the debate. In the midst of so much research and conversation, it is easy to lose sight of the anchors of the marketing profession-influence and persuasion-and how to deliver the right content at the right time, to achieve those aims. 

Applying a framework that maps actionable marketing content to each stage of a Buyer’s purchase journey, enables Marketers to take a strategic approach to developing influential and persuasive content-and delivering it to achieve maximum impact.  A powerful methodology we employ is the Context + Content Template.  Full post:




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