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3 Tips For Aligning Demand & Content to Advance the Buyer's Journey

Spaghetti and meatballs; macaroni and cheese; peanut butter and jelly — some classic couples simply deliver and delight. For modern marketing engagement, the perfect pairing is demand and content.

Content is a multi-faceted strategic approach, and a critical offering in engaging your key audiences. Pairing content with product promotions helps drive evangelism. Content also drives event attendance and builds community. By positioning content with demand generation efforts, marketers can better define and target suspects, prospects, and provide meaningful engagements to support their research and discovery processes.

There are many facets of the content to customer journey. But here are three key tips to help you you align demand and content, and define reach, and engage prospects.

  1. Expand your view of the content audience- Consider this: your content audience isn’t just people who might buy your product. Your content also needs to appeal to anyone who may consumer content or share awareness of your brand. Think about your industry influencers, the thought leaders, and the key publications or blogs that would find value in your content. Keep them plugged into your content launches and empower them to spread the word.

  2. Define goals and parameters for content offerings by segment and metrics. An ultimate goal for content is to collection information about people you don’t know; and more information about those you do know. Determine agreed upon definitions of leads by fit, behavior, interest or intent. Provide content that addresses their business pains and highlights want what you know, not what you sell.

  3. Deliver content across a wide marketing mix- Expand your net for enhanced engagement metrics, such as downloads; click-through; attendance; and time spent with content. Think “infotainment” and engagement by sharing infographics; informative video; and progress to case studies, demo videos, product comparisons, and beyond.


Oracle | Eloqua’s Director of Customer Culture, Heather Foeh, will present strategies for connecting content to customers, during a breakfast session at Ad Age Digital Conference, Wednesday April 17 in New York.






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