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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.

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

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  • 1. Connecting The Dots Mapping Content to the Buyer’s Journey Laleh Hassibi, Sr. Manager Content Marketing, PayScale Sponsored by:
  • 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. A Tale of Two Buyers CSuite vs. HR Functional Sponsored by:
  • 4. A Tale of Two Buyers Sponsored by:
  • 5. A Tale of Two Buyers Sponsored by:
  • 6. Map the Journey Sponsored by:
  • 7. Map the Journey by Persona Sponsored by:
  • 8. Finally! Content Production Sponsored by:
  • 9. Reach Them: Feed the Machine Blog Display & Retargeting Email Sponsored by:
  • 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. Laleh Hassibi Sr. Manager Content Marketing, PayScale @lalehfarrah lalehh@payscale.com Sponsored by:

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