mapping your content to the buyer's journey

Mapping Your Content to the Buyer’s Journey

Marc Gabriel AmigoneInbound Marketing Consultant@MarcAmigoneinboundbuddha.com

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.