Download - Mapping Your Content to the Buyer's Journey
Objectives for today’s session:
Learn what the buyer’s jouney is
Why it’s important
How it works
What you can do to integrate it into your
content marketing strategy
1 What is the Buyer’s Journey?
The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
The Buyers Journey
2 Why Cater to the Buyer’s Journey?
DON’T GET TUNED OUT
CONSUMERS HAVE ALL THE POWER
57% of a prospect’s buying decision is complete
before that prospect’s first contact with a supplier
HELP BUYER’S MAKE A MORE INFORMED DECISION AS AN EXTENSION OF YOUR BRAND
3 How Does the Buyer’s Journey Work?
Look at the buyer’s journey
Break it up in stages
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.
The Buyers Journey
4What Can You Do to Integrate the Buyer’s Journey into Your Content Strategy?
Identify Your Gaps
Buyer’s Journey Next Steps:
Tailor all existing content to each relevant
stage of the buyer’s journey
Refine titles, keywords, etc. to call out
signals that map to each stage of the
buyer’s journey
Generate new content for each stage that
doesn’t already have it
USE YOUR MAPPED CONTENT IN WORKFLOWS!
Break it up in stages
Use workflows to streamline this journey
5 In Conclusion
Forget B2B, B2C
Embrace B2H
Meet your prospects where they are
QUESTIONS?
THANK YOU.
