This document summarizes a presentation given to the Knoxville HubSpot User Group (HUG) about mapping content to the buyer's journey. The presentation defines the three stages of the buyer's journey - awareness, consideration, and decision. It provides a methodology for mapping different types of content like eBooks and case studies to each stage based on user behavior and keywords. An example is given of a potential customer named Violet who needs help deciding between landscapers. The presentation recommends providing her with a targeted email and landing page in the decision stage to help validate her choice. It stresses the importance of meeting customers with the right content at each point in their journey.

1. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
User Group
Kn xville
#KnoxHUG
@KnoxvilleHUG

2. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
Meet the Knoxville HUG Leader
• Inbound Marketing Certified
• Partner Certified
• HubSpot Certified
• Contextual Marketing Certified
• COS Design Certified
• HubSpot Beta Tester
www.vieodesign.com
HollyYalove
Principal & CMO for VIEO Design
@HollyYalove

3. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
Help KnoxvilleWin the HUG Contest
Expires: 8/15/15
• Promote our HUG code for $50 off INBOUND registration.
Code: KnoxvilleHUG15 (not case sensitive)
• Use the code yourself, and share it with colleagues and other marketers in our area.
Ifyou already registered, we can still get credit - just let HollyYalove know so the
code can be applied.
In addition to $50 off INBOUND registration, the prizes are:
• 8 members receive a copy of Seth Godin’s book
• 15 members will have access to exclusive networking with executives during INBOUND
• 25 members will have access to up front seating during all keynotes at INBOUND

4. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
Next Meetup Date:
Q4 Knoxville HUG Meetup: 10-13-15
• HubSpot Guest Speaker Nick Sal, Head of
Channel Partner Inbound Success Training
at HubSpot

5. Introduction
Chad Elmore
Director of Digital Communication
Pyxl Knoxville
Gadget obsessed
SciFi Enthusiast
Coffee Lover
Gamer
Vol for Life
Movie Buff
Meet Our Guest Speaker
thinkpyxl.com
celmore@thinkpyxl.com

6. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
Mapping Content to
the Buyer’s Journey
Presented By:
Chad Elmore
Director of Digital Communication
Pyxl Knoxville

7. Agenda
- What is the Buyer’s Journey?
- Content Mapping Methodology
- OK so now what?
- How to get started

8. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
Let’s go on a Journey
What do we know about customers?
- They’re all looking for stuff.
- They sometimes need direction on
where to find said stuff.
- They do their homework.

9. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
What else do we
know?
56% of U.S. email users
unsubscribe from a business
or nonprofit email subscription
because of content that is no
longer relevant
Source: ChadwickMartinBailey

10. Our new
challenge
Deliver
the right content
to the right person
at the right time

11. What is the
Buyer’s Journey
anyway?
Definition: The active research process a potential buyer
goes through leading up to a purchase
Awareness Stage Decision StageConsideration Stage

12. The Buyer’s
Journey
We’re aware of this
phenomenon all the time at
retail, but it can be applied
to the digital space as well

13. The Buyer’s
Journey
- What does this mean
for marketers?
Just as we need the right
products in the right place
for customers at retail… …we need the right offers, content and
education at the right times to nurture leads
toward purchase.

14. Content
Mapping
MethodologyContent Type
Buying
Cycle Stage
Keywords
User Behavior
- All three elements are
equally weighted

15. Understanding
User Behavior
Awareness Stage
Mission:
Users are seeking educational,
third party, vendor neutral
content.
Mission:
Users are committing to solving
their clearly defined problem,
more focused on solutions &
comparisons.
Mission:
Users are seeking validation in
determining their short list and
selecting a vendor.
Decision StageConsideration Stage
But their goals change throughout the buyer’s journey
Customers are on a mission!

16. What type
of content?
Awareness Stage
eGuides
eBooks
White Papers
Webcasts
Solution Comparisons
White Papers
Expert/ Editorial
eGuides
Vendor/ Product
Comparison
Case Studies
Trial/ Software
Downloads
Decision StageConsideration Stage
As customers approach becoming
“purchase ready,” the information they’re served
online must adapt to stay relevant.

17. Keywords
Matter
Awareness Stage
Issue/ Opportunity type terms
Troubleshoot
Issue
Resolve
Risks
Upgrade
Solution type terms
Solution
Provider
Service
Supplier
Tool
Device
Comparison / Review type terms
Compare
Versus
Vs.
Comparison
Pros and Cons
Decision StageConsideration Stage- The buyer’s journey should
also dictate how you talk
about the offer
- Titles, email copy,
subject lines and landing
pages should adjust as
users move down the
sales funnel

18. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
SwagTime!

19. Wait, who are
these buyers again?
Awareness:
I am a buyer aware of a
problem or need
Consideration:
I am a buyer thinking about
potential solutions to my
problem or need
Decision:
I am a buyer trying to decide
which vendor or product fully
meets my need

20. Ok, so
now what?
- Meet customers
uniquely where they are
with the right content.

21. User Group
Kn xville #KnoxHUGknoxville.hubspotusergroups.com
A real world
example
Meet Violet
- She’s having trouble choosing
a landscaper for her home
- Done her homework for weeks
- Has rare plants and
specific concerns
- Narrowed her search to 2
vendors, but needs peace
of mind

22. Where is
Violet in the
buyer’s journey?
- Doesn’t need lots of
continued nurturing
- Is ready to buy
- Has short list of vendors
selected
- Needs to understand ROI
and best fit
Mission:
Users are seeking validation in
determining their short list and
selecting vendor.
Decision Stage

23. Let’s design
an offer
Behavior
-Needs to decide between vendors
Content
- Needs real data to validate decision
Relevant Keywords
-Option 1 vs. Option 2
- Seeking validation
- Case study with
competitive comparisons
- Pros and Cons
- Compare

24. Hey Violet,
we have your answer!
We’ll start by sending her
a targeted email inviting her
to “Compare Awesome
Landscaping Inc. to the
competition”
A landing page with even
more information about
Awesome Landscaping Inc.
and how we differ
Finally, we’ll deliver the exact
resource that moves Violet to
make an informed decision

25. What if Violet
doesn’t buy?
Remember there are 3 stages in the
buyer’s journey!
- You may need more
compelling Awareness and
Consideration stages
- Each stage should nurture leads
- Too much info too early?
“I’m just looking”

26. How to get
started
- You probably already have
some great content, but in
which stage does it fit?
- Where are the content
gaps?
- What are the questions
your customers ask
themselves?

27. Analyzing
results
- Content success can be
measured and adjusted!
- Let your results drive your
content.
- Listen to customer
feedback

28. Toolkit
- Content is king, but
additional tools can help!
- Marketing automation
platform
- PPC advertising
- Analytics

29. Thank You.
Your customers are ready and
waiting for your content.
Questions?

30. HollyYalove
Principal & CMO for VIEO Design
troduction
Chad Elmore
Director of Digital Communication
Pyxl Knoxville
Gadget obsessed Coffee Lover Vol for Life
Get in Touch
thinkpyxl.com
celmore@thinkpyxl.com
www.vieodesign.com
@HollyYalove

31. Give Your Feedback:
HUG Hopes Survey
HUG Website:
www.knoxville.hubspotusergroups.com
Join Our LinkedIn Group
HubSpot User Group Knoxville TN
Follow Us on Twitter:
@KnoxvilleHUG
User Group
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Thank You for Coming!
User Group
Kn xville