Newsletter | November 15, 2023

11.15.23 -- More On Customer-Centered Content Marketing


This edition of our newsletter is another deep dive into customer-centered content marketing (CCCM) and features part two of a series of articles intended to help you adopt a content marketing strategy that is aligned with the real buyer’s journey.


When I speak with marketers about CCCM they initially focus on the word content. Most of the challenges they face, or believe they face, are related to creating the right content. What are the topics and themes, formats, and images that will work best? 


In fact, we must focus on the first two hyphenated words, customer-centered. That means before we begin creating marketing content, we must have a deep understanding of the real journey our buyers navigate as they pursue problem-solving that will lead them to a solution we offer. 


When we gain an understanding of the real buyer’s journey, it changes the way we approach B2B marketing and sales. The traditional ways we employ market research, persona development, use of technology, content marketing, and sales engagement will appear obviously out of step with what buyers want. 


Our life’s work is to help you adopt a better way, Follow Your Buyer!  




Perry Rearick

Perry Rearick

Chief Editor, Follow Your Buyer


Your Marketing Should Be Like A Swiss Army Knife

By Katie Wojciechowski, Digital Marketing Specialist

Marketing is about managing priorities—there are so many things you could be doing, so it's crucial to focus on what matters most. Your marketing operations should be like a Swiss Army Knife: ready to employ whatever tool or strategy matters most at any given time, and then quickly pivoting to what's next.


Mastering Case Studies: Where To Begin

By Wendy Jacobson, Owner of Incredible Content

Among the various types of content created by content marketers to attract buyers, the case study plays a critical role. It helps the prospect transition from engaged curiosity to visualizing what it might look like to have their problem solved by you, the B2B seller.


Customer Centricity

By Zoe Fenwick

Customer centricity is a term that has been well used in business over the past decade. But what exactly does it mean? Why should you do it and what benefits can it bring? 


Customer-Centered Content Marketing - Part 2

By Perry Rearick, Chief Editor, Follow Your Buyer

It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.


Why You Need Customer Personas

By - Adam Lofquist, Founder and CEO of The Lofquist Group

If you’re a B2B marketing professional, you know the importance of having a customer persona but there may be some in your organization that do not share your thoughts. As someone who has been there before, I know the frustration, it can feel like you are hitting your head against a cement wall. When you run into a dam of resistance from your co-workers telling you everyone can be our customer, here is what you can do.


AI Marketing FAQs: The Ultimate Guide To The Hottest Trend In Martech

By Adam Smartschan, Partner & Chief Strategy Officer, Altitude Marketing

If you’re a marketer, there’s a very good chance you’ve been thinking about AI in recent months. The tech isn’t new, but the rise of ChatGPT and Midjourney has created unprecedented buzz around the topic. Whether you’re just getting started with AI in marketing or looking to deepen your understanding, this article will provide insights and answers about this exciting and rapidly evolving field.


A Comprehensive Breakdown Of The LinkedIn Personal Profile

By Nina Riffaud, Head of Content Writing, Hyper Social

When it comes to your LinkedIn profile, you want it to be current and complete. The more you have filled out your profile, the better. This will do things like raise your social selling index (SSIscore and help you stand out among searches on the platform.


Would Your Customers Be Willing To Pay For that?

By Perry Rearick, Chief Editor, Follow Your Buyer

No business is completely free of dysfunction and most of us try our best to be both efficient and effective at work, but we’re also human and we fall short. However, sometimes we can spend too much time on things that aren’t really serving our customers. 

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