Guide on how to think through content mapping in relation to buyer personas

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This short 2 page guide will help you think through your buyer personas so that you can map out your content strategy. There are different buying stages for all of your personas and you need to match your content and offers to those stages.

Marketing

Think About How Your Persona Fits into The
Buyer’s Journey

AWARENESS CONSIDERATION DECISION
User Behavior
Research &Info Needs
KeyTerms
Content Types
BUYER STAGES
Haverealized and expressed
symptomsof apotential prob-
lem or opportunity
Research focused on vendor
neutral 3rd party information
around identifying problemsor
symptoms
Troubleshoot
Issue
Resolve
Risks
Upgrade
Improve
Optimize
Prevent
Solution
Provider
Service
Supplier
Tool
Device
Software
Appliance
Compare
Vs.
versus
comparison
Prosand Cons
Benchmarks
Review
Test
Haveclearly de ned and given a
nameto their problem or oppor-
tunity
Havede ned their solution
strategy,method,or approach
Committed to researching and
understanding all of theavailable
approaches/methodsto solving
their de ned problem or oppor-
tunity
Researching supporting docu-
mentation,data,benchmarksor
endorsementsto makeor recom-
mend a nal decision
Analyst reports
Research reports
eGuides&eBooks
Editorial content
Expert content
Whitepapers
Educational content
Webcase/podcast/video
Vendor comparisons
Product comparisons
CaseStudies
Trial Download
Product Literature
Example
I haveasorethroat,fever,
and I’m achy all over.
What’swrong with me?
Aha!I havestrep throat.
What aremy optionsfor
relieving or curing my
symptoms?
I can seeaprimary care
physician,ER,nurseor clinic.
TheERcosts$$$,but arethe
fastest &I haveinsurance.
Comparison whitepapers
Expert Guides
Liveinteractions
LiveDemo
Buyer’s Journey
Insert names of symptoms for
potential problem or
opportunity
Insert visitors “name” for their
problem or opportunity
Insert solution strategy,
method, or approach
What neutral 3rd party
information do they trust?
What methods to solving
their defined problem or
opportunity can you share?
What supporting
documentation, data,
benchmarks or
endorsements can you
share?
What content can you put
in front of visitors at this
stage?
What content can you put
in front of visitors at this
stage?
What content can you put
in front of visitors at this
stage?
What key terms/keywords
do visitors at this stage
use?
What key terms/keywords
do visitors at this stage
use?
What key terms/keywords
do visitors at this stage
use?
Complete Your Buyer’s Journey

You’ve defined your customer journey, but where does content fit in? What do you need to think about? In this presentation, we’ll show you how to use customer journeys to identify user-focused content requirements and communicate how content can support a larger user experience. We’ll share our process and examples of how we go about mapping content considerations to customer journeys. We’ll look at how to use customer journeys to identify and communicate insights about: Content purposes Content topics Content types Content formats Content messages

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Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.

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Guide on how to think through content mapping in relation to buyer personas

1. How to think through buyer personas for your content mapping Ali Powell @alipowell21 Principal Inbound Marketing Specialist HubSpot

2. Think About How Your Persona Fits into The Buyer’s Journey

3. AWARENESS CONSIDERATION DECISION User Behavior Research &Info Needs KeyTerms Content Types BUYER STAGES Haverealized and expressed symptomsof apotential problem or opportunity Research focused on vendor neutral 3rd party information around identifying problemsor symptoms Troubleshoot Issue Resolve Risks Upgrade Improve Optimize Prevent Solution Provider Service Supplier Tool Device Software Appliance Compare Vs. versus comparison Prosand Cons Benchmarks Review Test Haveclearly de ned and given a nameto their problem or opportunity Havede ned their solution strategy,method,or approach Committed to researching and understanding all of theavailable approaches/methodsto solving their de ned problem or opportunity Researching supporting documentation,data,benchmarksor endorsementsto makeor recom- mend a nal decision Analyst reports Research reports eGuides&eBooks Editorial content Expert content Whitepapers Educational content Webcase/podcast/video Vendor comparisons Product comparisons CaseStudies Trial Download Product Literature Example I haveasorethroat,fever, and I’m achy all over. What’swrong with me? Aha!I havestrep throat. What aremy optionsfor relieving or curing my symptoms? I can seeaprimary care physician,ER,nurseor clinic. TheERcosts$$$,but arethe fastest &I haveinsurance. Comparison whitepapers Expert Guides Liveinteractions LiveDemo Buyer’s Journey Insert names of symptoms for potential problem or opportunity Insert visitors “name” for their problem or opportunity Insert solution strategy, method, or approach What neutral 3rd party information do they trust? What methods to solving their defined problem or opportunity can you share? What supporting documentation, data, benchmarks or endorsements can you share? What content can you put in front of visitors at this stage? What content can you put in front of visitors at this stage? What content can you put in front of visitors at this stage? What key terms/keywords do visitors at this stage use? What key terms/keywords do visitors at this stage use? What key terms/keywords do visitors at this stage use? Complete Your Buyer’s Journey

Guide on how to think through content mapping in relation to buyer personas

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