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Content Marketing Across the Buying Journey

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Is your content marketing meeting the needs of your target consumers -- across their path to purchase? In this presentation, learn how to plan and develop content that appeals to buyers in every stage of their journey, from discovering to contacting to choosing your business. Learn what formats work best for different phases, see examples of content marketing at each stage of the journey, and see the KPIs you should be measuring at each phase.

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Content Marketing Across the Buying Journey

  1. 1. Aligning Content Marketing Across the Buying Journey
  2. 2. Tiffany Monhollon Senior Manager, Content Marketing ReachLocal @tmonhollon
  3. 3. You Call This a Strategy? 3
  4. 4. B2C Content Marketing Benchmarks 4
  5. 5. Key Datapoints “ 90% 24% Of B2C marketers are using content marketing 47% B2C marketing budgets allocated to content marketing Outsource content creation 5
  6. 6. Content Marketing Usage by Tactic  B2C marketers use an average of 6 social platforms  Use an average of 12 content marketing tactics 6
  7. 7. Sound Familiar? 7
  8. 8. Content Marketing Defined “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” — Content Marketing Institute
  9. 9. Youtility Mindset Is Your Marketing so Good People Would Pay For It? 1)Who is My Audience? 2)What Do They Need? 3)How Can I Help?
  10. 10. Example: CoachSmart App
  11. 11. Align Content to Buying Insights Buyer Persona • What is their demographic and basic background? • Profession, age, gender, education, financial situation, challenges, needs, etc. Research Trigger • What prompted them to start the research process? Decision Factors • What criteria will they make their decision based on? Purchasing Mindset • What is their frame of mind when they start their search? Perceived Barriers • Why do they not choose you? • What objections do you often hear? 11
  12. 12. How Do I Provide Value to the Consumer? “ 91% 56% B2C marketers segment their content in at least one way 40% Tailor content based on profile of individual decision makers Tailor content based on stage in the buying cycle 12
  13. 13. Time to Align Content to Buying Journey DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again Prospects Discover You when they search, surf and socialize online and then click to visit Leads Contact You when they are impressed with your website Customers Choose You when you stand out with good, timely follow-up 13
  14. 14. Buyer Needs at Each Stage • Recognize problem or issue • Want to change status quo • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again • Explore possible solutions • Define short list of providers • Commit to change 14
  15. 15. Discovery Phase: Recommended Content 15 • Blog articles • Infographics • Ebooks and guides (general interest) • Assessments • Quizzes • Meme marketing • Videos • Webinars • Guest posts, bylines • Comparisons REPEAT Sharing Experiences And Buying Again Key leading indicators: • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares DISCOVER Surfing, Searching & Socializing
  16. 16. Discovery Phase: Recommended Content • Blog articles DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo 16
  17. 17. Discovery Phase: Recommended Content • Infographics REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 17 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  18. 18. Discovery Phase: Recommended Content • Ebooks & guides REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 18 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  19. 19. Discovery Phase: Recommended Content • Assessments & quizzes REPEAT Sharing Experiences And Buying Again DISCOVER Surfing, Searching and Socializing 19 DISCOVER Surfing, Searching and Socializing • Recognize problem or issue • Want to change status quo
  20. 20. Consider Phase: Recommended Content • Ebooks and guides (differentiators, insights) • Demo videos • Video tours • Testimonials • Case studies • Quizzes and widgets • Newsletters • Webinars • Industry reports CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change 20
  21. 21. Consider Phase: Recommended Content • Newsletters 21 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  22. 22. Consider Phase: Recommended Content • Testimonials 22 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  23. 23. Empowering Resident Advocates 23 • Identify existing advocates • Who is raving about you online already? • Use gamification and rewards • Points, events, exclusive access • Compel them to take action • Facebook, Twitter, Instagram • Post reviews • Pay rent online, renew lease • Leverage tools • Example: Community Rewards
  24. 24. Consider Phase: Recommended Content • Demo videos 24 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  25. 25. Consider Phase: Recommended Content • Video tours 25 CONSIDER Researching & Evaluating • Explore possible solutions • Define short list of providers • Commit to change
  26. 26. Book/Buy Phase: Recommended Content • Live or in-person events • Budget calculators • Pricing guides • Moving checklists • Total cost of living tools BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit 26
  27. 27. Book/Buy Phase: Recommended Content • Budget calculators REPEAT Sharing Experiences And Buying Again 27 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  28. 28. Book/Buy Phase: Recommended Content • Total cost of living tools REPEAT Sharing Experiences And Buying Again 28 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  29. 29. Book/Buy Phase: Recommended Content • Moving checklists REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates & Purchasing 29 BOOK/BUY Getting Estimates & Purchasing • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit
  30. 30. Recommended Content by Buying Stage REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates and Purchasing Buying Stage Buyer Needs Recommended Content KPIs Discover • Recognize problem or issue • Want to change status quo • Blog Articles • Infographics • Ebooks & Guides • Assessments & Quizzes • Meme Marketing • Videos • Webinars • Live Events • Guest Posts, Bylined Articles • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares Consider • Explore possible solutions • Define short list of providers • Commit to change • Ebooks & Guides • Quizzes & Widgets • Demo Videos • Newsletters • Webinars • Industry Reports • Testimonials • Case Studies • Click-throughs, open rates • Downloads • Subscriptions • Inquiries, form submits • Database growth Book/Buy • Gain confidence in right solution • Understand ROI of each option • Take the next steps and commit • Live or In-Person Events • Budget Calculators • Pricing Guides • Total Cost of Ownership Tools • Moving Checklists • Marketing or sales qualified leads • Booked appts • Opportunities • Pipeline size • Closed Deals 30
  31. 31. How Do I Know What Stage They Are In? DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again Tirekickers • Measure how they found you with compelling CTAs and forms • Offer shopper content CTA to identify shopper interest Shoppers • Use lead nurturing to prove a stream of useful shopper content • Promote buyer content as CTA to move to buyer phase Buyers • Continue to provide buyer-related content • Promote conversion opportunities to connect to sales 31
  32. 32. Market Your Marketing Across the Funnel • Market your content across paid, earned, and owned channels to boost discoverability • Stay top of mind with lead nurturing • Promote content across owned channels, emails, learning centers and communities DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buying Again • Capture leads through landing pages, forms and strategic gating • Promote social channels and opt-ins 32
  33. 33. Recommended Reading 1. B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America http://slidesha.re/LqY8xm 2. 4 Questions Answered about Buyer Personas http://bit.ly/1fyxzPR 3. 7 Ways to Research Your Buyer for Content Marketing http://bit.ly/1fdNhzp 4. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bit.ly/1b7eNiQ 5. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bit.ly/1nnVWoY 6. Step-by-Step Templates for Mapping your B2B Content http://bit.ly/1icOPMI 7. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://slidesha.re/1gsDL0E 8. Content Mapping for a Buyer-Centric Content Strategy http://slidesha.re/1cxnRP2 9. Optimize B2B Content Across the Sales Cycle http://bit.ly/1gsDRFt 33
  34. 34. Thank You! Tiffany Monhollon Twitter: @tmonhollon Tiffanymonhollon.com/blog Twitter: @reachlocal Blog: blog.reachlocal.com Web: reachlocal.com

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