Content Rules! How Well Must I Know My Buyer?

Part II of interview with Ann Handley and C.C. Champman, authors of Content Rules

If you are just joining the interview we did with here on Inflection with Ann and C.C., a quick recap. We started off in Part I over a discussion of whether or not business to business companies can leverage aggressive content strategies. This lead to a conversation over how well you must know your buyer in order to embark on a content strategy. You may find the answer surprising.

Without giving too much away what you’ll find in this 4:00 minute interview is Ann’s recommendation to take a journalistic approach by first asking yourself ‘WHY’ the content is being created. C.C. offers some advice for those facing fears that typically go along with deciding to take on a content strategy that increases the level of external communication.

Both of their perspectives are very valuable and for me personally added a requisite amount of color on the

book (Content Rules. How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your business). Content Rules is mostly a well crafted ‘How To’ and it assumes you have already made the decision to dive push more content. So this part of the interview is helpful or those that think they may not yet be ready to start.

Part II: How well does product marketing need to know the buyer to start a content strategy?