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LIFE SCIENCE MARKETING RADIO
How to Find New Customers with a
Detailed Customer Journey Map
Let’s talk about content
marketing
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1
Offer 2
Persona B Offer 1
Offer 2
Buyer’s Journey
S...
What kind of content?
• Industry trends
• Thought leader interviews
• Workplace tips
• Technology comparisons
• Customer r...
A Detailed Content Plan
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Q...
Buyer’s Journey Map
Based on First Principles
4 Types of Questions
• Where is my opportunity?
• What are my options?
• Does your solution fit my needs?
• How will I be ...
Awareness
Where is my opportunity?
Are there new regulations to be aware of?
What are the trends in my industry?
How are m...
Consideration
What are my options?
Who can help me solve this problem?
What should I be looking for?
How do I evaluate a s...
Evaluation
How does your solution fit my needs?
Will it work for my application?
What does the workflow look like?
What is...
Retention
How will I be successful?
How do I get started quickly?
Who should I call for help?
How do I validate my new met...
Delivery Format
Planning tool output
Evaluation FAQ
How are samples prepared?
How is data captured?
Will it integrate with 3rd party produ...
Form of the answer (web page)
Plan to Repurpose
Create smaller pieces of
original content (like LEGO
bricks) to use as is,
aggregate into larger
deliver...
Start with Webinar One
Webinar
Becomes 5 Blog Posts!
The Call to Action for the webinar is: Watch the video, Listen to the...
Content Plan Matrix
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Quick...
The Content Planning Tool
• Ensures integrated content across the buying cycle
• Quickly shows your choices for deliverabl...
Questions?
chris@words2wow.com
+1.925.322.1451
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How to Find New Customers with a Detailed Customer Journey Map

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This SlideShare explains how to map your life science customer journey as a series of questions. You'll know exactly what content you need to create at every stage of your marketing funnel.

Published in: Marketing
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How to Find New Customers with a Detailed Customer Journey Map

  1. 1. LIFE SCIENCE MARKETING RADIO How to Find New Customers with a Detailed Customer Journey Map
  2. 2. Let’s talk about content marketing
  3. 3. Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Offer 2 Persona B Offer 1 Offer 2 Buyer’s Journey S A L E Content Plan Matrix
  4. 4. What kind of content? • Industry trends • Thought leader interviews • Workplace tips • Technology comparisons • Customer reviews • Application information • Instructional videos Multiple topics Multiple formats • Blog posts • Journal articles • Videos • Podcasts • Webinars • Infographics • Email
  5. 5. A Detailed Content Plan Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide Offer 2 Blog post Webinar Web Page/Brochure Maintenance Video Persona B Offer 1 White paper Video FAQ Welcome Kit Offer 2 Curated Articles Podcast Lease Options Letter S A L E
  6. 6. Buyer’s Journey Map Based on First Principles
  7. 7. 4 Types of Questions • Where is my opportunity? • What are my options? • Does your solution fit my needs? • How will I be successful?
  8. 8. Awareness Where is my opportunity? Are there new regulations to be aware of? What are the trends in my industry? How are my customers’ markets changing?
  9. 9. Consideration What are my options? Who can help me solve this problem? What should I be looking for? How do I evaluate a solution?
  10. 10. Evaluation How does your solution fit my needs? Will it work for my application? What does the workflow look like? What is the total cost of ownership?
  11. 11. Retention How will I be successful? How do I get started quickly? Who should I call for help? How do I validate my new method?
  12. 12. Delivery Format
  13. 13. Planning tool output Evaluation FAQ How are samples prepared? How is data captured? Will it integrate with 3rd party products? Is it compliant with relevant regulations? How much maintenance is needed? How often is maintenance needed? Can I get a demonstration? What do I need for a demonstration? Can I lease it? What kind of warranty is available? Are parts readily available? Can I purchase online?
  14. 14. Form of the answer (web page)
  15. 15. Plan to Repurpose Create smaller pieces of original content (like LEGO bricks) to use as is, aggregate into larger deliverables or repurpose.
  16. 16. Start with Webinar One Webinar Becomes 5 Blog Posts! The Call to Action for the webinar is: Watch the video, Listen to the interview with… The Call to Action for each blog post is: Watch the webinar
  17. 17. Content Plan Matrix Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide Offer 2 Blog post Video Web Page/Brochure Maintenance Video Persona B Offer 1 White paper Video FAQ Welcome Kit Offer 2 Curated Articles Podcast Lease Options Letter S A L E
  18. 18. The Content Planning Tool • Ensures integrated content across the buying cycle • Quickly shows your choices for deliverables at each stage of the buying cycle and options to repurpose • Creates a outline for every deliverable you select • Simplifies your content planning FOREVER
  19. 19. Questions? chris@words2wow.com +1.925.322.1451

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