A content marketing strategy could be good for breaking into a new market, provided it's based on solid ideas about the target audience, Ardath Albee writes. First consider a range of questions such as what the buyer would gain by switching to your brand. Then match the value to the new market, determining which of the personalities in your company will best match the buyer persona you perceive. "Take what you think is your most compelling positioning or core message and rewrite it for a 6 year old based on what you learned," Albee writes.

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