Your company’s strategic framework is essentially the blueprint you will follow to build your content factory and it should be constructed around six key elements: 1. Well-defined targets 5. A process for creating campaigns that align 2. Deep contextual understanding your content to your buyers’ context, your 3. Clear conversion goals conversion goals, and your points of contact 4. Appropriate points of contact 6. The ability to scale your operations Let’s take a closer look at each of those elements. 1. Identifying Your Target Audience To succeed in any form of marketing — particularly content marketing — you need sharp focus. It is impossible to market effec- tively to everyone, so concentrate your efforts where you think you will have the most success. That means focusing on just one customer segment. There are many techniques for segmenting your potential customers. One useful approach is to look at all of your customers and then zero in on the best one. That customer could be a solid model for your target buyer. Many B2B companies have multiple people involved in their buying process, so make sure that you understand all of the major roles. Then, once you have identified your target buyer(s), do everything you can to understand that person so that you can find other buyers just like them. For this eBook, we are simplifying the targets down to a single buyer, but make sure that you run through this approach for each of your important buying roles. Start with Look for your best Make your best current one segment customer in that segment customer your target It Takes a Content Factory! | 9