@Bizo | @leadjen © 2014 Bizo, Inc.

Using Content Marketingto Impact Every Stage of the Buyer’s Journey

Jen AgustinSr. Director of Marketing, BizoTwitter: @leadjen

September 29, 2014

@Bizo | @leadjen © 2014 Bizo, Inc.

Let’s Talk About…

• Understanding your prospects’ content needs

• How content can map to the buyer’s journey

• It’s not just about content – channels matter, too

• Q & A

@Bizo | @leadjen © 2014 Bizo, Inc.

Everybody Grab Some Gum!

@Bizo | @leadjen © 2014 Bizo, Inc.

The Buyer’s Journey for a Pack of Gum

Awareness

Evaluation

Purchase

@Bizo | @leadjen © 2014 Bizo, Inc.

The Buyer’s Journey for Packs of Gum

Awareness

Education

Evaluation

Proposal

Purchase

$$

@Bizo | @leadjen © 2014 Bizo, Inc.

So What Does It All Mean?

Not All Journeys Are Created

Equal

@Bizo | @leadjen © 2014 Bizo, Inc.

B2B is Different

Up to 90% of the buying process is done by the time your prospects contact a sales person

90% 10%

Million Dollar Question #1: How will this gap be filled?

Answer: Relevant content marketing

@Bizo | @leadjen © 2014 Bizo, Inc.

But Here’s the Thing…

It Doesn’t Actually Start with Content

@Bizo | @leadjen © 2014 Bizo, Inc.

Prospects Have Different Content Needs

• Who they are

• What they’re doing online and buyer intent

Meeting these needs in the most relevant way depends on understanding:

Know these things, and you’re one step closer to knowing where they are in their buyer’s journey

—and what content they need.

@Bizo | @leadjen © 2014 Bizo, Inc.

Determining the “Who”

Buyer persona = Your typical or ideal customer

• Role

• Title

• Company Size

• Fears/Goals/Challenges

@Bizo | @leadjen © 2014 Bizo, Inc.

Determining the “Who”

How to go about developing personas:

• Do an audit of your current customers – who are they?

• Talk to your salespeople who are on the front lines

• Take a look at your website analytics to identify demographics of website audiences

@Bizo | @leadjen © 2014 Bizo, Inc.

Determining the “What”

Marketing Executive

SMB

5 website visitsthis week

Downloaded two white papers

IT Manager

Fortune 500

Visited websiteyesterday

Bounced from home page

@Bizo | @leadjen © 2014 Bizo, Inc.

Finally…

Let’s Talk Content!

@Bizo | @leadjen © 2014 Bizo, Inc.

Mapping Content to the Top Funnel

Typical top-funnel buyer needs:• Do I have a business challenge?• Who can solve my challenge?• What should I be looking for in a

solution?

Awareness

Education

Evaluation

Proposal

Purchase

@Bizo | @leadjen © 2014 Bizo, Inc.

Meet top-funnel needs with content that is educational, “ungated,” and addictively shareable:

• Infographics• Blog• Videos• Contributed articles

Mapping Content to the Top Funnel

@Bizo | @leadjen © 2014 Bizo, Inc.

Mapping Content to the Mid-Funnel

Typical mid-funnel buyer needs:• I’m ready to start learning about this

product/service.• How does this product/service compare to

other competitive products?• What other companies have used this

solution?

Awareness

Education

Evaluation

Proposal

Purchase

@Bizo | @leadjen © 2014 Bizo, Inc.

Mapping Content to the Mid-Funnel

Mid-funnel content address specific interests/questions and provides concrete best practices:

• Blog• Newsletters• Webinars/Demo Days• Whitepapers/eBooks• Case studies

@Bizo | @leadjen © 2014 Bizo, Inc.

Mapping Content to the Bottom Funnel

Typical bottom-funnel buyer needs:• How much is this going to cost me

—and will it be worth it?• Do I need to get buy-in from

others at my company?• I need customer references to

make a decision.

Awareness

Education

Evaluation

Proposal

Purchase

@Bizo | @leadjen © 2014 Bizo, Inc.

Mapping Content to the Bottom Funnel

Bottom-funnel content is the “deal closer”:• Evaluation guides• ROI calculators• Demos• Case studies

@Bizo | @leadjen © 2014 Bizo, Inc.

It’s Not Just About Content—Channels Matter, Too

@Bizo | @leadjen © 2014 Bizo, Inc.

Direct-Response Addiction

• Marketers are overfishing in the bottom funnel via SEO, SEM, Email

• Relatively few of your prospects are actively on the hunt for a solution today

• Not enough prospects biting so the effort and impact can’t scale

@Bizo | @leadjen © 2014 Bizo, Inc.

How About We…

Explore New Channels

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Top Funnel: Reach Your Audience at Scale

To drive conversions, you need to fill the top of the funnel first:

• Engaging prospects early in the process is key

• Need to combine precision + scale

$$

@Bizo | @leadjen © 2014 Bizo, Inc.

Top Funnel: Display and Social Advertising

Display and social ads provide targeted reach to get in front of more of the people that matter to your business.

• Don’t be “conversion driven” with content.

• Give your prospects a way to learn more without a lot of commitment.

@Bizo | @leadjen © 2014 Bizo, Inc.

Mid/Bottom Funnel: Educate and nurture

• Give your prospects educational content to help guide them through the journey.

• Use content to build relationships and nudge them toward a purchase.

$$

@Bizo | @leadjen © 2014 Bizo, Inc.

Mid/Bottom Funnel: Display and Social Ads + Email

Now’s the time to start driving new leads and conversions.

+

@Bizo | @leadjen © 2014 Bizo, Inc.

A Few Final Thoughts

• Before you write anything, consider who your audience is, what they care about, and where they are in the buying process.

• Take a full-funnel approach to designing your content mix.

• Content marketing is not just about content—channels matter, too.

@Bizo | @leadjen © 2014 Bizo, Inc.

THANK YOU!

Q & A