Architect Your Content Strategy to Your Buyer’s Journey
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What if we rearrange our thought process and put the buyer first? As today’s buyers become independent, mobile and tech-driven we as marketers need to adapt, focus, and put forth a heightened effort to grab their attention.
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Architect Your Content Strategy to Your Buyer’s Journey
- 1. Architect Your Content Strategy to Your Buyer’s Journey
- 2. First, let’s think about an analogy to frame this approach.
- 3. How to construct a (bad) song Compose an awesome guitar riff Find your voiceWrite a killer lyric 1 3 4 Put it to a melody 2
- 4. Simply switch the order of the steps and you’ll be on your way to constructing a good song Add a melody Find your voiceCompose an awesome guitar riff Write a killer lyric 1 42 3
- 5. So, how is composing a song similar to building a content strategy? Decide on a delivery channel Create the content Figure out how the content answers buyers’ questions Choose where the content will plug in to the sales process 1 2 3 4
- 6. Now, switch the order to unlock the optimal content strategy tailored to your buyer: Understand where the content will plug in to the buyers’ journey Create the content Decide on a delivery channel Figure out which buyer questions your content will answer 1 2 3 4
- 7. How do you put this in action?
- 8. Determine what your buyers’ purchase journey looks like today Problem Identification Evaluation Criteria Development Vendor Evaluation Negotiation Purchase Awareness Opinion Consideration Preference Purchase Express Symptoms of Problem Awareness of Defined Problem Interested in Finding Solution Research Comparisons Purchase Loosening the Status Quo Committing to Change Exploring Possible Solutions Committing to a Solution Purchase 1
- 9. 2 Understand the questions your buyers’ seek answers to at each stage of their journey
- 10. Thought Leadership Regulatory Compliance Brand Integrity 3 Decide if the content you’re producing sufficiently answers those questions
- 11. social email web sales teamevent retargeting blog 4 Think about the right delivery channels for your content based on stage and type
- 13. The Framework Awareness Opinion Consideration Preference Purchase Thought Leadership Regulatory Compliance Brand Integrity Advisor Support Build your version Buyer journey stages across the top with content families down the left side creating buckets in which you can map and track existing content.
- 14. Conduct a Content Audit Awareness Opinion Consideration Preference Purchase Thought Leadership Regulatory Compliance Brand Integrity Advisor Support Ask yourself, do we have content of this type that answers the buyer questions pertinent to this stage in the journey for each bucket? Identify areas with sufficient content (green), areas where you see gaps (yellow), and areas you need to focus on (red).
- 15. Fill in Gaps & Deliver through Channels Awareness Opinion Consideration Preference Purchase Thought Leadership Regulatory Compliance Brand Integrity Advisor Support
- 16. Repeat! Repeat this strategy as frequently as you think is necessary to ensure your content is always evolving and adapting to your buyers’ needs.
- 17. Questions? Email Seismic’s Director of Content Strategy! Kaitlyn Merola kmerola@seismic.com