My monthly piece for Biznology has been posted. Content Marketing Personalization: Know Your Audience is a continuing on my previous piece about establishing a more personal voice in the content you publish. (People talking to people …)
The key concept is taken from an idea we first heard from friend and colleague Scott Hornstein:
The overwhelming majority of people working on your marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They’re on one side of a chasm. Effective marketing is on the other.
The idea of personalization is to bridge that chasm.
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