Archives for: July 17th, 2019

Content Mapping Strategy: Leveraging Assets to Reach Tech Buyers

Written by Paul Gillin on 17/07/2019

Many technology marketers have more content than they’re aware of. What they lack is a consistent and disciplined way to categorize and apply it. Rob O’Regan, whose background is equal parts editor and content marketer, shares how marketers can adopt a structured and rigorous process to identify opportunities and content gaps in IDG’s MarketingFit webcast […]

Crafting Personas to Engage the Empowered Tech Decision-Maker

Written by Paul Gillin on 09/07/2019

Buyer personas are a staple of B2B content marketing, but the details of creating and applying them can spark panic in some marketers. Relax, says Matt Naffah, Vice President of Strategic Marketing Services, IDG Communications. The process of building personas needn’t be intimidating. In fact, it’s a terrific way for an organization to understand buyer […]