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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

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7.5 Years experience
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2+ years at HubSpot
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200+ customers consulted
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Fun fact: I married my husband in January & honeymooned in the Swiss Alps
Principal Inbound Marketing Consultant
@juliespatola
JULIEKUKESH

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1
What is The Buyer’s Journey?
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Content Mapping Methodology
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Map an Individual Content Offer
4
Map Entire Content Library -Content Offer Inventory
AGENDA
Part I –Learn & Organize

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5
Content Matrix -Analysis
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Content Roadmap
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Customizing The Buyer’s Journey for your Persona
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Use what you have in your Inbound Marketing
AGENDA
Part II –Apply, Brainstorm & Create

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Understanding The Buyer’s Journey

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What is The Buyer’s Journey?

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THE BUYER’S JOURNEY
The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.

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A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does.
The Buyer’s Journey

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“I AM…
abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”

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“I AM…
abuyer considering all potential solution strategies to solve my problem”

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“I AM…
A buyer deciding on a specific product and vendor in my chosen solution strategy”

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“I AM…
abride who always dreamed of a hometown wedding”

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“I AM…
A bride considering all possible alternatives to a hometown wedding”

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“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”

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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”

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The Buyer’s Journey is NOT…

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INBOUND METHODOLOGY
Gives the Marketer a Roadmap of Inbound Tactics and Tools to use

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FUNNEL
Sales pipeline predictor and tracking for the marketer and sales

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WHAT IS A KEYWORD?
PERSONAS
Depict a static picture of your ideal buyer, their habits and needs in general.

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56%
of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant.
(Source: ChadwickMartinBailey)

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Deliver
the right content,
to the right person,
at the right time.

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How to Map a Content Offer to The Buyer’s Journey

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CONTENT MAPPING METHODOLOGY

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Content Mapping Methodology:
3 Key Content Mapping Fundamentals

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User Behavior and Research Needs differ throughout the stages of the Buyers Journey

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Specific Content Types are most relevant at specific stages of the Buyers Journey

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Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line

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Map an Individual Content Offer

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Map an Individual Content Offer

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Map each Content Offer:
1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior
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Have a problem with Landing Page Performance
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Have low conversion rate on LPs
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Likely have a problem with leads
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eBook
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Expert Advice
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Optimize
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Improve (“for conversions” implies “to improve conversions”)

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Map each Content Offer:
2. Evaluate alignment of each to Buyers Journey Stages
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Have a problem with Landing Page Performance
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Have low conversion rate on LPs
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Likely have a problem with leads
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eBook
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Expert Advice
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Optimize
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Improve (“for conversions” implies “to improve conversions”)

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Map each Content Offer:
3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps

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Map each Content Offer:
3. Decide on 1Buyers Journey Stage to which this Content Offers Maps

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Did you Map the Content Offer correctly?

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Buyer’s Journey Quick Reference Guide
Hang it up at your desk!

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Map Entire Content Library –
Content Offer Inventory

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Map Entire Content Library

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Map entire Content Library
Content Audit Worksheet (in Excel)

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Content Matrix & Content Analysis

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Content Matrix
Analyze Entire Content Library
Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity

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#
%
#
%
#
%
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

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Analyze It

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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

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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

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OVERALL CONTENT MATRIX
ANALYSIS OBSERVATION
EX 3
RECOMMENDED ACTION
Not enough content offers
Repurpose content

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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

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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

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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

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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

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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

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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
?

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Content Roadmap & Editorial Calendar

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What Observations did your Content Matrix Analysis Produce?
Compile a list of the Logical Correlating Recommendations for each Observation

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Create What You Need…
Outline Content Roadmap

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Revise Titles
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Create Landing Pages for new content found on your website
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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
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Create Awareness stage White Paper for Persona A
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Identify and create more Decision Stage Content Offers
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Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2
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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

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Content Editorial Calendar
Don’t just say you’ll do it…

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Customizing The Buyer’s Journey for YOUR Persona

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Persona:
Mortgage Mike
Hello, My Name Is:
Mortgage Mike

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I AM A BUYER _____________
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I am a buyer with a problem.
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I am a buyer aware of a problem.
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I am a buyer aware of a problem/opportunity.
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I am a buyer becoming aware of my problem.
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I am a buyer seeking (greater) awareness of my problem.

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I AM A BUYER _____________
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I need to improve _________________________
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I need to prevent __________________________
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I need to learn more about_________________________
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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

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I AM A BUYER _____________
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I am a buyer considering solutions for my problem.
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I am a buyer considering strategies to solve my problem.
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I am considering my problem solving options.

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I AM A BUYER _____________
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What tools are available for ___________________ ?
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What is an ___________________?
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What is a ___________________?
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What are my _________________________ options?
Calculating a mortgage
Adjustable Rate Mortgage
mortgage
Fixed Rate Mortgage

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I AM A BUYER _____________
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I am a buyer deciding on a specific product and vendor.
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I am a buyer trying to make a decision between vendors and products.

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I AM A BUYER _____________
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I need _____________________________
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I need to _____________________________
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_________________________
Current mortgage rates
Apply online now for a mortgage
Bank Independent Mortgage

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Customize The Buyer’s Journey
for your Buyer Persona

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Use your Content in your Inbound Marketing

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Use What You Have…

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Use It In Your Inbound Marketing
IDEA #1 -Lead Nurturing Workflows

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Use It In Your Inbound Marketing
IDEA #2 -Lead Scoring

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Use It In Your Inbound Marketing
IDEA #3 –Thank You Pages

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Use It In Your Inbound Marketing
IDEA #3 –Thank You Pages

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Use It In Your Inbound Marketing
IDEA #4 –Smart Call-To-Action (CTA) Buttons

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Use It In Your Inbound Marketing
IDEA #5 –Landing Page Copy

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Use It In Your Inbound Marketing
IDEA #6 –Forms & Automation

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NEXT STEPS

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Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision
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Analyze your current content to identify holes and content gaps
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Build out your Buyer Persona’s Buyer’s Journey
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Create your Short and Long-Term Content Roadmaps
Next Steps
PDF
1
PDF
2
PDF
3
PDF
4

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Find all of the resources from today’s session by going to my profile:
hubspot.com/juliespatola
@juliespatola
JulieKukesh