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Some marketers still follow a “one-size fits all” approach, meaning that all individuals within a target audience receive the same message. Others may succeed in delivering varied communication, but struggle to find the appropriate forms of content messaging.

Today, it’s important to recognize how vital personalization and customization are when interacting or communicating with different customers. The problem is, while one person is ready to purchase your product, another may need education regarding your company, or on the extensiveness of your product line.

Other content distribution issues marketers face may include: being too promotional or “salesy,” insufficient content variety types, failure to reach a desired audience, and lack of audience interest in content.

Give Your Customers the Content They Want & Need at the Right Time

Before you determine the information your customers ultimately desire, you must identify where they reside in their buying process. Enter: Customer Lifecycle Marketing.

With Customer Lifecycle Marketing one can graphically see where a prospect or customer is in their relationship with your brand. This insight allows you to segment your audience to ensure you provide them with maximum relevance. It’s a continuous process of winning new customers while retaining the clients you already have through engaged relationships.

Combining Customer Lifecycle Marketing with Content Marketing

Once you know which buying stage a prospect or customer falls within, you can determine how the contact or company is communicated to, by whom, and how often. This calls for the use of an array of different content formats including: emails, infographics, ebooks, whitepapers, webinars, and more. Pairing the appropriate content with a customer’s specific buying stage is known as lifecycle content marketing.

The process begins when a person hears a brand’s name or visits the brand’s website as a result of a search for information, which is when they enter the brand’s marketing lifecycle.

While they are uninformed at first, they are still captured and placed into the first customer lifecycle stage. It’s now up to the brand’s content to maintain and grow the relationship. From that moment forward, the content offered should motivate prospects to learn more about the brand, appreciate the brand, and most importantly, purchase products or services from the brand.

This infographic highlights a typical B2B customer lifecycle stage map as well as the suggested content forms that supplement each stage.

For the complete guide on lifecycle content marketing, download the free complementary white paper from Right On Interactive here.

 

The Ultimate Guide For B2B-Lifecycle Content Marketing

 

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Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.

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Chad Pollitt Co-Founder Relevance
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Jay Baer Marketing Strategist, Speaker and Author
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Gini Dietrich CEO Arment Dietrich
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Jason Falls Social Media & Public Relations Thought Leader
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Jayson DeMers Founder & CEO AudienceBloom
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Ann Smarty Brand & Community Manager
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Janine Popick Co-founder & CMO Dasheroo
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Brianne Carlon Rush Content Director Kuno Creative
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Arnie Kuenn CEO Vertical Measures
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Pam Didner Global Content Marketing Strategist & Author
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Kelsey Libert Marketing VP & Partner Frac.tl
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Chirag Ahuja Head of Marketing WorkflowMax
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Erik Deckers Professional Writer Pro Blog Service
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Jessica Stephenson VP Marketing ExactHire
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Bernie Borges CEO Find and Convert
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Larry Alton Freelance Writer and Editor
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David Tile Founder & Director Nimble Media
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Dan Steiner Co-Founder & CEO Elite Legal Marketing
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Jonah Bliss Founder CMO ContentIntent
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Andrea Lehr Promotions Supervisor Fractl
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Fernando Labastida Co-Founder Content Propulsion
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Dan Moyle Creative Dir. Marketing AmeriFirst
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Dennis Yu Chief Technology Officer BlitzMetrics
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Michael Ferrari Freelance Creative Expert MichaelFerrariCreative.com
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Arnaud Roy VP Marketing Augure
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John Rugh Copywriter/Content Marketing Specialist
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Justin Spicer Content Researcher, Producer & Editor
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Michael Becker Marketing Support Spec. Teradata
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Anna Johansson Freelance Writer
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Amanda DiSilvestro Content Editor and Writer HigherVisibility
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Sujay Maheshwari Founder & CEO Netcurate.com
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Kelly Coulter Online Marketing Strategist
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Taylor Radey Senior Consultant PR 20/20
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Rodger Johnson Public Relations Leader & Consultant
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Simon Penson Founder & Managing Dir. Zazzle Media

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