How to Use Intent Data for Content Marketing – CMSWire

How to Use Intent Data for Content Marketing – CMSWire

man with a metal detector at the beach


PHOTO:
NICO BHLR

Content marketing can be complex. It involves many moving parts, distinct processes and participation across numerous teams. Through all of this, marketers often waste efforts creating irrelevant content for accounts that shouldn’t be prioritized and teams that likely won’t use it anyway.

Intent data, when used correctly, can be highly beneficial for content marketing teams, informing content development and distribution efforts at every stage of the buyer’s journey. Here I outline the most common and effective ways to leverage intent signals throughout the various buying stages. 

The 4 Buyer’s Journey Stages

Let’s start by saying there’s no hard-set rule for a four-stage buyer’s journey. Every organization is different. The stages outlined below are simply based on my own experiences.

A couple of these stages are often broken down into more granular phases (especially Stage 3). Your unique business model, specific products and services, amount of content, technology stack, team resources, and more should inform the sophistication of your buyer journey stages.

Moreover, though stages imply a linear progression of prospect research, this is rarely the case. Prospects will typically jump between stages based on numerous additional factors. The reason why we organize the journey in this way is simply to help ensure consistent, helpful messaging developed according to logical problem-solving processes.

Stage 1: Recognizing the Need

Otherwise known as the awareness stage,
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