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Buyers personas today are missing two things: depth and context. Ardath and Pamela dive deep into the complexities of building usable personas and then discuss how organizations can define what success is for their content to help drive their marketing teams to truly engage their personas.
$145 billion was spent last year in creating digital content globally, and $116 billion of that - 80% - was wasted on content that was never used. How do content marketers today build better buyers personas that can help them develop content that they're target audience truly needs? And after they engage, what's next?
Biography
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She applies over 28 years of business management and marketing experience to help companies with complex sales create eMarketing strategies that use contagious content platforms to turn prospects into buyers.
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tagged with: Strategy
CONTRIBUTOR: ARDATH ALBEE
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She applies over 28 years of business management and marketing experience to help companies with complex sales create eMarketing strategies that use contagious content platforms to turn prospects into buyers.
CONTRIBUTOR: PAMELA MULDOON
Pamela Muldoon brings over three decades of marketing and media experience to her various roles in the content marketing industry. Her passion is helping brands and individuals get the right content in front of the right audience at the right time. As a content strategist she works with B2B companies to tell a better story while ensuring sales and marketing work together to reach their audience. She merges her background of radio, voice over and podcasting as a consultant and coach, believing that audio is still the most intimate form of content you can produce.
CONTRIBUTOR: JEFF JULIAN
Jeff is the Chief Executive Officer of Squared Digital and Co-founder of EnterpriseMarketer.com. He has been helping companies develop content strategies for over ten years, after launching one of the largest blogging communities, Geekswithblogs.net. He’s been a web developer since 1994, and a Microsoft Most Valuable Professional in XML and SharePoint. He is also the best-selling author of a book on SharePoint development and Jeff recently published a book titled, Agile Marketing: Building Endurance for your Content Marketing Teams.
CONTRIBUTOR: MICHELLE JULIAN
Michelle spent the last three years developing agile methodologies for the digital agency world. Her passion has always been her customers, who are they, what do they need, how does the team accomplish it. As Chief Operating Officer of EnterpriseMarketer.com, she now looks forward to working with old and new friends, and helping to build this community.
CONTRIBUTOR: MEGAN ZANDER
At VMLY&R, I collaborate with clients, expert technologists and very talented creatives to plan and create innovative content that solves real business problems. I am an ever-growing strategist and a lifelong learner: a writer, a leader, and big-picture thinker.
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