Mapping Your Content to the Buyer's Journey

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Marc Amigone

Marketing Tecnologia Negócios

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

The Buyer’s Journey is the active research process a potential
buyer goes through leading up to a purchase.
The Buyers Journey

57% of a prospect’s buying
decision is complete
before that prospect’s first
contact with a supplier

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

4
What Can You Do to
Integrate the Buyer’s Journey
into Your Content Strategy?

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 workflows to streamline this journey

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Mapping Your Content to the Buyer's Journey

1. Mapping Your Content to the Buyer’s Journey Marc Gabriel Amigone Inbound Marketing Consultant @MarcAmigone inboundbuddha.com

2. 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

3. 1 What is the Buyer’s Journey?

4. The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase. The Buyers Journey

7. 2 Why Cater to the Buyer’s Journey?

10. DON’T GET TUNED OUT

11. CONSUMERS HAVE ALL THE POWER

12. 57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier

13. HELP BUYER’S MAKE A MORE INFORMED DECISION AS AN EXTENSION OF YOUR BRAND

14. 3 How Does the Buyer’s Journey Work?

15. Look at the buyer’s journey

16. Break it up in stages

17. 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

18.

19.

20.

21.

22.

23. 4 What Can You Do to Integrate the Buyer’s Journey into Your Content Strategy?

24.

25. Identify Your Gaps

26. 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

27. USE YOUR MAPPED CONTENT IN WORKFLOWS!

28. Break it up in stages

29. Use workflows to streamline this journey

30. 5 In Conclusion

31. Forget B2B, B2C

32. Embrace B2H

33. Meet your prospects where they are

34. QUESTIONS?

35. THANK YOU.