The document outlines a presentation by Chad Elmore on mapping content to the buyer's journey, emphasizing the need for relevant content at different stages: awareness, consideration, and decision. It discusses the importance of understanding customer behavior and provides insights on tailoring content to meet buyers' needs as they progress through their purchasing decisions. The presentation also includes strategies for getting started, assessing content gaps, and utilizing tools like marketing automation to enhance content effectiveness.

1. Mapping Content to
the Buyer’s Journey
Presented By:
Chad Elmore
Director of Communication
Pyxl Knoxville

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

3. 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.

4. 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

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

6. 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

7. 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

8. 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.

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

10. Understanding
User Behavior
Awareness Stage
Mission:
Users are seeking eucational,
third party, vendor neutral
content.
Mission:
Users are committing to solving
their clearly defined problem,
more focuzed 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!

11. 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.

12. 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

13. 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

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

15. 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

16. 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

17. 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

18. 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

19. 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”

20. 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?

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

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

23. Thank You
- Your customers are ready
and waiting for your
content.
- We love driving results for
clients and would love to
work with you!
www.thinkpyxl.com
celmore@thinkpyxl.com
Download your toolkit to get started
pyxl.it/contentmappingtoolkit