• Use buyer personas. Know who you’re trying to reach – everything you do must be tied back to your personas are.
  • Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey.
  • Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel.
  • Leverage your content. Make that content available for them to find—and to serve your business goals: content distribution is what provides the context to your content.