Audience Research and Segmentation [Building a Content Marketing Strategy, Live]

Key Takeaways:

• Building a content marketing strategy involves customer persona research, channel research, strategy development, tactical execution, and content ideation.
• Mid-market content leaders manage the content department, collaborate with cross-functional teams, focus on SEO and growth, and optimize content workflows.
• Challenges for content leaders include aligning content with internal goals, convincing higher-ups of its value, maintaining quality at scale, managing external writers, and protecting budgets through reporting.
• Goals for content leaders include balancing measurable and unattributable content, aligning content with SEO and brand messaging, and leveraging data to improve strategy.
• Optimist's strengths are in freelance talent, scalable processes, and high-quality content creation, while its weaknesses include a premium price point and limited expertise in technical SEO and audio/video content.
• Opportunities for Optimist involve expanding into audio and video content, with threats being the rise of AI in content creation and evolving SEO practices.