@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.
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
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@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.
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.
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.
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.
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
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@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.
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@Bizo | @leadjen © 2014 Bizo, Inc.
Mid/Bottom Funnel: Display and Social Ads + Email
Now’s the time to start driving new leads and conversions.
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@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.