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Use Case #1: Creating A Targeted B2B Content Marketing Plan

Updated: Jan 21

Company Type: Mid-size digital marketing agency Goal(s): Develop an 18-month content marketing program for a B2B services provider Solution: Combine customer survey data (provided by client) with updated use cases to develop a set of buyer, user and influencer marketing personas Practical Benefits(s):

  1. Gets everyone on the same page

  2. Makes it easier to align the master/overall narrative with relevant drives, needs, motivations, etc.

  3. Provides a built-in framework for customizing content


Why It Works: The more you understand who you’re trying to reach, the more you understand how to reach them, delivering the right messaging at the right time.


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