Mapping Your Content to the Buyer's Journey

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Mapping Your Content to the Buyer's Journey

  1. 1. Mapping Your Content to the Buyer’s Journey Marc Gabriel Amigone Inbound Marketing Consultant @MarcAmigone inboundbuddha.com
  2. 2. Objectives for today’s session: Learn what the buyer’s jouney is Why it’s important How it works What you can do to integrate it into your content marketing strategy
  3. 3. 1 What is the Buyer’s Journey?
  4. 4. The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase. The Buyers Journey
  5. 5. 2 Why Cater to the Buyer’s Journey?
  6. 6. DON’T GET TUNED OUT
  7. 7. CONSUMERS HAVE ALL THE POWER
  8. 8. 57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier
  9. 9. HELP BUYER’S MAKE A MORE INFORMED DECISION AS AN EXTENSION OF YOUR BRAND
  10. 10. 3 How Does the Buyer’s Journey Work?
  11. 11. Look at the buyer’s journey
  12. 12. Break it up in stages
  13. 13. 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. The Buyers Journey
  14. 14. 4 What Can You Do to Integrate the Buyer’s Journey into Your Content Strategy?
  15. 15. Identify Your Gaps
  16. 16. Buyer’s Journey Next Steps: Tailor all existing content to each relevant stage of the buyer’s journey Refine titles, keywords, etc. to call out signals that map to each stage of the buyer’s journey Generate new content for each stage that doesn’t already have it
  17. 17. USE YOUR MAPPED CONTENT IN WORKFLOWS!
  18. 18. Break it up in stages
  19. 19. Use workflows to streamline this journey
  20. 20. 5 In Conclusion
  21. 21. Forget B2B, B2C
  22. 22. Embrace B2H
  23. 23. Meet your prospects where they are
  24. 24. QUESTIONS?
  25. 25. THANK YOU.

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