When we create content at IDC to support our clients» content - based marketing efforts, we first indentify our clients» target audience (buying
persona) plus buyer cycle
stage (i.e., general awareness / education, preference, purchase and post-purchase; within each
stage there are specific tasks or «jobs» you prospects / customers need to accomplish such as, short list creation, business case development, final recommendation and
decision, etc.) We also consider our clients ideal outcome or action they want their target prospect / customer to take once they interact with the content or messaging.