HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]

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Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.

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HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]

  1. 1. #INBOUND14 How to Map Content to The Buyer’s Journey Julie Kukesh Senior Inbound Marketing Consultant, HubSpot A 3 Step process for creating the right content, for the right person, at the right time
  2. 2. • 7.5 Years experience • 2+ years at HubSpot • 200+ customers consulted • Fun fact: I married my husband in January & honeymooned in the Swiss Alps Principal Inbound Marketing Consultant @juliespatola JULIEKUKESH
  3. 3. 1 What is The Buyer’s Journey? 2 Content Mapping Methodology 3 Map an Individual Content Offer 4 Map Entire Content Library -Content Offer Inventory AGENDA Part I –Learn & Organize
  4. 4. 5 Content Matrix -Analysis 6 Content Roadmap 7 Customizing The Buyer’s Journey for your Persona 8 Use what you have in your Inbound Marketing AGENDA Part II –Apply, Brainstorm & Create
  5. 5. #INBOUND14 1 Understanding The Buyer’s Journey
  6. 6. What is The Buyer’s Journey?
  7. 7. THE BUYER’S JOURNEY The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
  8. 8. A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does. The Buyer’s Journey
  9. 9. “I AM… abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”
  10. 10. “I AM… abuyer considering all potential solution strategies to solve my problem”
  11. 11. “I AM… A buyer deciding on a specific product and vendor in my chosen solution strategy”
  12. 12. “I AM… abride who always dreamed of a hometown wedding”
  13. 13. “I AM… A bride considering all possible alternatives to a hometown wedding”
  14. 14. “I AM… A bride making a long list of potential destination wedding venues, whittling that long list to a short list and ultimately making a decision”
  15. 15. THE BUYER’S JOURNEY Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity. Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame and give a name to their problem. “I am a buyer experiencing symptoms of a problem”
  16. 16. The Buyer’s Journey is NOT…
  17. 17. INBOUND METHODOLOGY Gives the Marketer a Roadmap of Inbound Tactics and Tools to use
  18. 18. FUNNEL Sales pipeline predictor and tracking for the marketer and sales
  19. 19. WHAT IS A KEYWORD? PERSONAS Depict a static picture of your ideal buyer, their habits and needs in general.
  20. 20. 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. (Source: ChadwickMartinBailey)
  21. 21. Deliver the right content, to the right person, at the right time.
  22. 22. #INBOUND14 2 How to Map a Content Offer to The Buyer’s Journey
  23. 23. #INBOUND14 CONTENT MAPPING METHODOLOGY
  24. 24. #INBOUND14 Content Mapping Methodology: 3 Key Content Mapping Fundamentals
  25. 25. #INBOUND14 User Behavior and Research Needs differ throughout the stages of the Buyers Journey
  26. 26. #INBOUND14 Specific Content Types are most relevant at specific stages of the Buyers Journey
  27. 27. #INBOUND14 Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line
  28. 28. #INBOUND14 3 Map an Individual Content Offer
  29. 29. Map an Individual Content Offer
  30. 30. Map each Content Offer: 1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  31. 31. Map each Content Offer: 2. Evaluate alignment of each to Buyers Journey Stages • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  32. 32. Map each Content Offer: 3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps
  33. 33. Map each Content Offer: 3. Decide on 1Buyers Journey Stage to which this Content Offers Maps
  34. 34. Did you Map the Content Offer correctly?
  35. 35. Buyer’s Journey Quick Reference Guide Hang it up at your desk!
  36. 36. #INBOUND14 4 Map Entire Content Library – Content Offer Inventory
  37. 37. Map Entire Content Library
  38. 38. Map entire Content Library Content Audit Worksheet (in Excel)
  39. 39. #INBOUND14 5 Content Matrix & Content Analysis
  40. 40. Content Matrix Analyze Entire Content Library Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity
  41. 41. # % # % # % Title A Title B Title C Title 1 Title 2 Title 3 OfferX Offer Y Offer Z Map & Analyze entire Content Library Map & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity
  42. 42. Analyze It
  43. 43. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 1 RECOMMENDED ACTION Content offer has unclear Buyer’s Journey stage Revise content offer title and context to fit specific stage
  44. 44. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 2 RECOMMENDED ACTION Content offer contains information aligning with multiple stages Split Content offer into 2 offers, each distinctly aligned with 1 stage only
  45. 45. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 3 RECOMMENDED ACTION Not enough content offers Repurpose content
  46. 46. Buyer Persona 1 Content Offers We Have: Content Offers We Need: Buyer Persona 2 Content Offers We Have: Content Offers We Need: Content Matrix –Persona EX 1
  47. 47. Buyer Persona 1 Content Offers We Have: 5 offers 3 offers 2 offers Content Offers We Need: Buyer Persona 2 Content Offers We Have: 0 offers 0 offers 1 offer Content Offers We Need: Content Matrix –Persona EX 2 10 offers 1 offers
  48. 48. Buyer Persona 1 Content Offers We Have: ? ? ? Content Offers We Need: Buyer Persona 2 Content Offers We Have: ? ? ? Content Offers We Need: Content Matrix –Persona EX 3
  49. 49. Topic 1 Content Offers We Have: Content Offers We Need: Topic 2 Content Offers We Have: Content Offers We Need: Content Matrix –Topic EX 1
  50. 50. Topic 1 Content Offers We Have: 12 offers 7 offers 5 offers Content Offers We Need: Topic 2 Content Offers We Have: 0 offers 0 offers 1 offers Content Offers We Need: Content Matrix –Topic EX 1
  51. 51. Topic 1 Content Offers We Have: 12 offers 7 offers 5 offers Content Offers We Need: Topic 2 Content Offers We Have: Content Offers We Need: Content Matrix –Topic EX 2 ?
  52. 52. #INBOUND14 6 Content Roadmap & Editorial Calendar
  53. 53. What Observations did your Content Matrix Analysis Produce? Compile a list of the Logical Correlating Recommendations for each Observation
  54. 54. Create What You Need… Outline Content Roadmap
  55. 55. 1. Revise Titles 2. Create Landing Pages for new content found on your website 3. Split Content Offer XYZ that tries to cover multiples stages into 2 Content Offers: i.e 1 Awareness Stage PDF and 1 Consideration Stage Webcast 1. Create Awareness stage White Paper for Persona A 2. Identify and create more Decision Stage Content Offers 3. Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2 4. Repurpose Content Offers in each Buyers Journey Stage to message to Persona C where content is lacking Content Roadmap Itemize Next Steps –Separate Short & Long Term Action Items Short Term Action Items Long Term Action Items
  56. 56. Content Editorial Calendar Don’t just say you’ll do it…
  57. 57. #INBOUND14 7 Customizing The Buyer’s Journey for YOUR Persona
  58. 58. Persona: Mortgage Mike Hello, My Name Is: Mortgage Mike
  59. 59. I AM A BUYER _____________ • I am a buyer with a problem. • I am a buyer aware of a problem. • I am a buyer aware of a problem/opportunity. • I am a buyer becoming aware of my problem. • I am a buyer seeking (greater) awareness of my problem.
  60. 60. I AM A BUYER _____________ • I need to improve _________________________ • I need to prevent __________________________ • I need to learn more about_________________________ • I want _____________________________ the size of my home for my family overspending and going into too much debt Upsizing my home or if I should renovate my home or buy a new home Nicer features in my home
  61. 61. I AM A BUYER _____________ • I am a buyer considering solutions for my problem. • I am a buyer considering strategies to solve my problem. • I am considering my problem solving options.
  62. 62. I AM A BUYER _____________ • What tools are available for ___________________ ? • What is an ___________________? • What is a ___________________? • What are my _________________________ options? Calculating a mortgage Adjustable Rate Mortgage mortgage Fixed Rate Mortgage
  63. 63. I AM A BUYER _____________ • I am a buyer deciding on a specific product and vendor. • I am a buyer trying to make a decision between vendors and products.
  64. 64. I AM A BUYER _____________ • I need _____________________________ • I need to _____________________________ • _________________________ Current mortgage rates Apply online now for a mortgage Bank Independent Mortgage
  65. 65. Customize The Buyer’s Journey for your Buyer Persona
  66. 66. #INBOUND14 8 Use your Content in your Inbound Marketing
  67. 67. Use What You Have…
  68. 68. Use It In Your Inbound Marketing IDEA #1 -Lead Nurturing Workflows
  69. 69. Use It In Your Inbound Marketing IDEA #2 -Lead Scoring
  70. 70. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  71. 71. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  72. 72. Use It In Your Inbound Marketing IDEA #4 –Smart Call-To-Action (CTA) Buttons
  73. 73. Use It In Your Inbound Marketing IDEA #5 –Landing Page Copy
  74. 74. Use It In Your Inbound Marketing IDEA #6 –Forms & Automation
  75. 75. #INBOUND14 NEXT STEPS
  76. 76. #INBOUND14 1 Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision 2 Analyze your current content to identify holes and content gaps 3 Build out your Buyer Persona’s Buyer’s Journey 4 Create your Short and Long-Term Content Roadmaps Next Steps PDF 1 PDF 2 PDF 3 PDF 4
  77. 77. Find all of the resources from today’s session by going to my profile: hubspot.com/juliespatola @juliespatola JulieKukesh

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