Connecting The Dots
Mapping Content to the Buyer’s Journey
Laleh Hassibi, Sr. Manager Content
Marketing, PayScale
Sponsore...
5 Steps to Good Content
• I.D. your buyer’s persona: know who you are
talking to
• Map their journey: know the paths they ...
A Tale of Two Buyers

CSuite
vs.
HR Functional

Sponsored by:
A Tale of Two Buyers

Sponsored by:
A Tale of Two Buyers

Sponsored by:
Map the Journey

Sponsored by:
Map the Journey by Persona

Sponsored by:
Finally! Content Production

Sponsored by:
Reach Them: Feed the Machine
Blog

Display &
Retargeting

Email

Sponsored by:
Test, Measure, Optimize
• A/B testing against goals (i.e., email subject
lines, ad graphics, web landing pages)
• Analyze ...
Laleh Hassibi
Sr. Manager Content Marketing, PayScale
@lalehfarrah
lalehh@payscale.com

Sponsored by:
Connecting the Dots: mapping content to the buyers journey
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Connecting the Dots: mapping content to the buyers journey

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Connecting the Dots: Mapping content marketing to the buyers journey.

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Connecting the Dots: mapping content to the buyers journey

  1. 1. Connecting The Dots Mapping Content to the Buyer’s Journey Laleh Hassibi, Sr. Manager Content Marketing, PayScale Sponsored by:
  2. 2. 5 Steps to Good Content • I.D. your buyer’s persona: know who you are talking to • Map their journey: know the paths they take • Produce content for each part of their journey • Repurpose content to feed the machine • Measure, test and do it all again Sponsored by:
  3. 3. A Tale of Two Buyers CSuite vs. HR Functional Sponsored by:
  4. 4. A Tale of Two Buyers Sponsored by:
  5. 5. A Tale of Two Buyers Sponsored by:
  6. 6. Map the Journey Sponsored by:
  7. 7. Map the Journey by Persona Sponsored by:
  8. 8. Finally! Content Production Sponsored by:
  9. 9. Reach Them: Feed the Machine Blog Display & Retargeting Email Sponsored by:
  10. 10. Test, Measure, Optimize • A/B testing against goals (i.e., email subject lines, ad graphics, web landing pages) • Analyze KPIs (leads, opens, traffic, clicks) • Optimize, learn and repeat Sponsored by:
  11. 11. Laleh Hassibi Sr. Manager Content Marketing, PayScale @lalehfarrah lalehh@payscale.com Sponsored by:

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