Research Insights

It’s OK to admit it. No one else needs to know you spent time (well, hours) watching the highly viewed Netflix series where people date and get engaged without ever seeing each other.

“Something about this show reminds me of marketing,” says Ahava Leibtag, CEO of Aha Media Group. “As marketers, we try to convince ourselves there’s this linear buying cycle for people.”

On Love Is Blind, she explains, the men and women convince themselves there is a linear progression to marriage — speed dating to “meet” each other, selecting one-on-one dating partners, picking one, and getting engaged.

Of course, real life — whether it’s buying a product or marrying a partner — doesn't usually work that way.

So, to help her professional peers, Ahava masterfully marries Love Is Blind and marketing lessons into a Content Marketing World presentation: Is Love Blind? Crafting Content Relationships That Last. She entertains as she talks about how to embrace the chaotic buyer’s journey, how organizations can increase leads by creating (not just using) personas, and why you need to think about co-personas (yes, they’re a thing).

Watch the video above to get all that and a few laughs.

Visit the Content Marketing World website for the latest on all things CMWorld.

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Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.

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