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#INBOUND14 
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
• 
7.5 Years experience 
• 
2+ years at HubSpot 
• 
200+ customers consulted 
• 
Fun fact: I married my husband in January & honeymooned in the Swiss Alps 
Principal Inbound Marketing Consultant 
@juliespatola 
JULIEKUKESH
1 
What is The Buyer’s Journey? 
2 
Content Mapping Methodology 
3 
Map an Individual Content Offer 
4 
Map Entire Content Library -Content Offer Inventory 
AGENDA 
Part I –Learn & Organize
5 
Content Matrix -Analysis 
6 
Content Roadmap 
7 
Customizing The Buyer’s Journey for your Persona 
8 
Use what you have in your Inbound Marketing 
AGENDA 
Part II –Apply, Brainstorm & Create
#INBOUND14 
1 
Understanding The Buyer’s Journey
What is The Buyer’s Journey?
THE BUYER’S JOURNEY 
The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does. 
The Buyer’s Journey
“I AM… 
abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”
“I AM… 
abuyer considering all potential solution strategies to solve my problem”
“I AM… 
A buyer deciding on a specific product and vendor in my chosen solution strategy”
“I AM… 
abride who always dreamed of a hometown wedding”
“I AM… 
A bride considering all possible alternatives to a hometown wedding”
“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”
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”
The Buyer’s Journey is NOT…
INBOUND METHODOLOGY 
Gives the Marketer a Roadmap of Inbound Tactics and Tools to use
FUNNEL 
Sales pipeline predictor and tracking for the marketer and sales
WHAT IS A KEYWORD? 
PERSONAS 
Depict a static picture of your ideal buyer, their habits and needs in general.
56% 
of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. 
(Source: ChadwickMartinBailey)
Deliver 
the right content, 
to the right person, 
at the right time.
#INBOUND14 
2 
How to Map a Content Offer to The Buyer’s Journey
#INBOUND14 
CONTENT MAPPING METHODOLOGY
#INBOUND14 
Content Mapping Methodology: 
3 Key Content Mapping Fundamentals
#INBOUND14 
User Behavior and Research Needs differ throughout the stages of the Buyers Journey
#INBOUND14 
Specific Content Types are most relevant at specific stages of the Buyers Journey
#INBOUND14 
Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line
#INBOUND14 
3 
Map an Individual Content Offer
Map an Individual Content Offer
Map each Content Offer: 
1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior 
• 
Have a problem with Landing Page Performance 
• 
Have low conversion rate on LPs 
• 
Likely have a problem with leads 
• 
eBook 
• 
Expert Advice 
• 
Optimize 
• 
Improve (“for conversions” implies “to improve conversions”)
Map each Content Offer: 
2. Evaluate alignment of each to Buyers Journey Stages 
• 
Have a problem with Landing Page Performance 
• 
Have low conversion rate on LPs 
• 
Likely have a problem with leads 
• 
eBook 
• 
Expert Advice 
• 
Optimize 
• 
Improve (“for conversions” implies “to improve conversions”)
Map each Content Offer: 
3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps
Map each Content Offer: 
3. Decide on 1Buyers Journey Stage to which this Content Offers Maps
Did you Map the Content Offer correctly?
Buyer’s Journey Quick Reference Guide 
Hang it up at your desk!
#INBOUND14 
4 
Map Entire Content Library – 
Content Offer Inventory
Map Entire Content Library
Map entire Content Library 
Content Audit Worksheet (in Excel)
#INBOUND14 
5 
Content Matrix & Content Analysis
Content Matrix 
Analyze Entire Content Library 
Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity
# 
% 
# 
% 
# 
% 
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
Analyze It
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
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
OVERALL CONTENT MATRIX 
ANALYSIS OBSERVATION 
EX 3 
RECOMMENDED ACTION 
Not enough content offers 
Repurpose content
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
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
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
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
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
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 
?
#INBOUND14 
6 
Content Roadmap & Editorial Calendar
What Observations did your Content Matrix Analysis Produce? 
Compile a list of the Logical Correlating Recommendations for each Observation
Create What You Need… 
Outline Content Roadmap
1. 
Revise Titles 
2. 
Create Landing Pages for new content found on your website 
3. 
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 
1. 
Create Awareness stage White Paper for Persona A 
2. 
Identify and create more Decision Stage Content Offers 
3. 
Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2 
4. 
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
Content Editorial Calendar 
Don’t just say you’ll do it…
#INBOUND14 
7 
Customizing The Buyer’s Journey for YOUR Persona
Persona: 
Mortgage Mike 
Hello, My Name Is: 
Mortgage Mike
I AM A BUYER _____________ 
• 
I am a buyer with a problem. 
• 
I am a buyer aware of a problem. 
• 
I am a buyer aware of a problem/opportunity. 
• 
I am a buyer becoming aware of my problem. 
• 
I am a buyer seeking (greater) awareness of my problem.
I AM A BUYER _____________ 
• 
I need to improve _________________________ 
• 
I need to prevent __________________________ 
• 
I need to learn more about_________________________ 
• 
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
I AM A BUYER _____________ 
• 
I am a buyer considering solutions for my problem. 
• 
I am a buyer considering strategies to solve my problem. 
• 
I am considering my problem solving options.
I AM A BUYER _____________ 
• 
What tools are available for ___________________ ? 
• 
What is an ___________________? 
• 
What is a ___________________? 
• 
What are my _________________________ options? 
Calculating a mortgage 
Adjustable Rate Mortgage 
mortgage 
Fixed Rate Mortgage
I AM A BUYER _____________ 
• 
I am a buyer deciding on a specific product and vendor. 
• 
I am a buyer trying to make a decision between vendors and products.
I AM A BUYER _____________ 
• 
I need _____________________________ 
• 
I need to _____________________________ 
• 
_________________________ 
Current mortgage rates 
Apply online now for a mortgage 
Bank Independent Mortgage
Customize The Buyer’s Journey 
for your Buyer Persona
#INBOUND14 
8 
Use your Content in your Inbound Marketing
Use What You Have…
Use It In Your Inbound Marketing 
IDEA #1 -Lead Nurturing Workflows
Use It In Your Inbound Marketing 
IDEA #2 -Lead Scoring
Use It In Your Inbound Marketing 
IDEA #3 –Thank You Pages
Use It In Your Inbound Marketing 
IDEA #3 –Thank You Pages
Use It In Your Inbound Marketing 
IDEA #4 –Smart Call-To-Action (CTA) Buttons
Use It In Your Inbound Marketing 
IDEA #5 –Landing Page Copy
Use It In Your Inbound Marketing 
IDEA #6 –Forms & Automation
#INBOUND14 
NEXT STEPS
#INBOUND14 
1 
Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision 
2 
Analyze your current content to identify holes and content gaps 
3 
Build out your Buyer Persona’s Buyer’s Journey 
4 
Create your Short and Long-Term Content Roadmaps 
Next Steps 
PDF 
1 
PDF 
2 
PDF 
3 
PDF 
4
Find all of the resources from today’s session by going to my profile: 
hubspot.com/juliespatola 
@juliespatola 
JulieKukesh

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HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]

  • 1. #INBOUND14 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
  • 2. • 7.5 Years experience • 2+ years at HubSpot • 200+ customers consulted • Fun fact: I married my husband in January & honeymooned in the Swiss Alps Principal Inbound Marketing Consultant @juliespatola JULIEKUKESH
  • 3.
  • 4. 1 What is The Buyer’s Journey? 2 Content Mapping Methodology 3 Map an Individual Content Offer 4 Map Entire Content Library -Content Offer Inventory AGENDA Part I –Learn & Organize
  • 5. 5 Content Matrix -Analysis 6 Content Roadmap 7 Customizing The Buyer’s Journey for your Persona 8 Use what you have in your Inbound Marketing AGENDA Part II –Apply, Brainstorm & Create
  • 6. #INBOUND14 1 Understanding The Buyer’s Journey
  • 7. What is The Buyer’s Journey?
  • 8. THE BUYER’S JOURNEY The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
  • 9. A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does. The Buyer’s Journey
  • 10. “I AM… abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”
  • 11. “I AM… abuyer considering all potential solution strategies to solve my problem”
  • 12. “I AM… A buyer deciding on a specific product and vendor in my chosen solution strategy”
  • 13. “I AM… abride who always dreamed of a hometown wedding”
  • 14. “I AM… A bride considering all possible alternatives to a hometown wedding”
  • 15. “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”
  • 16.
  • 17.
  • 18. 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”
  • 20. INBOUND METHODOLOGY Gives the Marketer a Roadmap of Inbound Tactics and Tools to use
  • 21. FUNNEL Sales pipeline predictor and tracking for the marketer and sales
  • 22. WHAT IS A KEYWORD? PERSONAS Depict a static picture of your ideal buyer, their habits and needs in general.
  • 23. 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. (Source: ChadwickMartinBailey)
  • 24. Deliver the right content, to the right person, at the right time.
  • 25. #INBOUND14 2 How to Map a Content Offer to The Buyer’s Journey
  • 27. #INBOUND14 Content Mapping Methodology: 3 Key Content Mapping Fundamentals
  • 28. #INBOUND14 User Behavior and Research Needs differ throughout the stages of the Buyers Journey
  • 29. #INBOUND14 Specific Content Types are most relevant at specific stages of the Buyers Journey
  • 30. #INBOUND14 Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line
  • 31. #INBOUND14 3 Map an Individual Content Offer
  • 32. Map an Individual Content Offer
  • 33. Map each Content Offer: 1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  • 34. Map each Content Offer: 2. Evaluate alignment of each to Buyers Journey Stages • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  • 35. Map each Content Offer: 3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps
  • 36. Map each Content Offer: 3. Decide on 1Buyers Journey Stage to which this Content Offers Maps
  • 37. Did you Map the Content Offer correctly?
  • 38. Buyer’s Journey Quick Reference Guide Hang it up at your desk!
  • 39. #INBOUND14 4 Map Entire Content Library – Content Offer Inventory
  • 41. Map entire Content Library Content Audit Worksheet (in Excel)
  • 42. #INBOUND14 5 Content Matrix & Content Analysis
  • 43. Content Matrix Analyze Entire Content Library Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity
  • 44. # % # % # % 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
  • 46. 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
  • 47. 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
  • 48. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 3 RECOMMENDED ACTION Not enough content offers Repurpose content
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. 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
  • 53. 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
  • 54. 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 ?
  • 55. #INBOUND14 6 Content Roadmap & Editorial Calendar
  • 56. What Observations did your Content Matrix Analysis Produce? Compile a list of the Logical Correlating Recommendations for each Observation
  • 57. Create What You Need… Outline Content Roadmap
  • 58. 1. Revise Titles 2. Create Landing Pages for new content found on your website 3. 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 1. Create Awareness stage White Paper for Persona A 2. Identify and create more Decision Stage Content Offers 3. Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2 4. 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
  • 59. Content Editorial Calendar Don’t just say you’ll do it…
  • 60. #INBOUND14 7 Customizing The Buyer’s Journey for YOUR Persona
  • 61. Persona: Mortgage Mike Hello, My Name Is: Mortgage Mike
  • 62. I AM A BUYER _____________ • I am a buyer with a problem. • I am a buyer aware of a problem. • I am a buyer aware of a problem/opportunity. • I am a buyer becoming aware of my problem. • I am a buyer seeking (greater) awareness of my problem.
  • 63. I AM A BUYER _____________ • I need to improve _________________________ • I need to prevent __________________________ • I need to learn more about_________________________ • 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
  • 64. I AM A BUYER _____________ • I am a buyer considering solutions for my problem. • I am a buyer considering strategies to solve my problem. • I am considering my problem solving options.
  • 65. I AM A BUYER _____________ • What tools are available for ___________________ ? • What is an ___________________? • What is a ___________________? • What are my _________________________ options? Calculating a mortgage Adjustable Rate Mortgage mortgage Fixed Rate Mortgage
  • 66. I AM A BUYER _____________ • I am a buyer deciding on a specific product and vendor. • I am a buyer trying to make a decision between vendors and products.
  • 67. I AM A BUYER _____________ • I need _____________________________ • I need to _____________________________ • _________________________ Current mortgage rates Apply online now for a mortgage Bank Independent Mortgage
  • 68. Customize The Buyer’s Journey for your Buyer Persona
  • 69. #INBOUND14 8 Use your Content in your Inbound Marketing
  • 70. Use What You Have…
  • 71. Use It In Your Inbound Marketing IDEA #1 -Lead Nurturing Workflows
  • 72. Use It In Your Inbound Marketing IDEA #2 -Lead Scoring
  • 73. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  • 74. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  • 75. Use It In Your Inbound Marketing IDEA #4 –Smart Call-To-Action (CTA) Buttons
  • 76. Use It In Your Inbound Marketing IDEA #5 –Landing Page Copy
  • 77. Use It In Your Inbound Marketing IDEA #6 –Forms & Automation
  • 79. #INBOUND14 1 Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision 2 Analyze your current content to identify holes and content gaps 3 Build out your Buyer Persona’s Buyer’s Journey 4 Create your Short and Long-Term Content Roadmaps Next Steps PDF 1 PDF 2 PDF 3 PDF 4
  • 80. Find all of the resources from today’s session by going to my profile: hubspot.com/juliespatola @juliespatola JulieKukesh