Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to do next in planning a contextual marketing strategy?

The correct answer is to decide what type of smart content to add. Before drafting content or mapping conversion paths, Jana needs to determine the specific smart content element (CTA, form, or rich text) that will best serve her goal of targeting "Copywriter Charles" on the homepage. This decision influences subsequent steps like content drafting and conversion path planning. Mapping out CTA conversion paths is a later step, after the smart content type and its purpose are defined. Determining the segmentation method is also a prerequisite, but the question asks for the next step in planning the strategy after the persona is identified, and choosing the content type is a more direct strategic decision at this stage. Drafting content is premature before knowing what kind of content element it will be.