Best Practice Report

Using the Campaign Hierarchy for Content Architecture

January 1st, 2018

Summary

A campaign hierarchy aligns high-level themes with targeted subcampaigns. Subcampaign themes restate the high-level theme in the context of buyer needs in specific target market segments. As subcampaigns are defined, buyer persona requirements emerge, providing the basis for aligned messaging and shared content. This report describes how to develop a campaign hierarchy and associated buyer personas when developing the content architecture for a campaign.

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