Mapping Your Content to the Buyer’s Journey in 15 minutes – Business Intelligence Info

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AccordingtoSundbom,oneofthefirststepsmarketersshouldtakeistostudytheirbuyerpersona(s),andtheneducatethemselvesonboththecontenttheyalreadyhaveandthecontenttheymaystillneed。

“Youreallyneedtopayattentiontowhothebuyeris。

Whataretheirpainpoints?

Whataretheirday-to-daychallenges?

”Sundbomsaid。

“Whointhatcompanyisthedecisionmaker?

Whointhatcompanyisthebudgetholder?

“Youreallyneedtodoyourhomework。

Youneedtoknowwherethesepeoplelive。

Wherearetheygettingtheirinformation?

Wherearetheygettingtheircontent?

Whodotheytrust?

Andyouneedtostartplanningaroundthat。



Asforcollectingthisinformation,youcanhiretheprojectouttoanagency,surveyfolksthathave(orhad)thosejobtitleswithinyourorganization,orreachouttothepeopleyouknoworwhomayhaveaconnectionwithviaLinkedIn。

Youcanaskthemarangeofquestions,orjustoneortwo。

Herearequestionsyoumightwanttoask:

Whatkeepsyouupatnight?

Howisyourjobmeasured?

Howdoyoustayuptodatewithtrends?

Whatpublicationsdoyouread?

Whatdoesatypicaldaylooklike?

Whatknowledge/skillsarerequiredforyourjob?

Whattoolsdoyoucurrentlyuse?

Biggestchallengesinyourjob?

Whatdoesitmeantobesuccessfulinyourrole?

Whattypeofcontentengagesyou?

Whataresomeobjections/worriesyouhavewhenpurchasing(yourproductorservice)?

Whatisatriskifyoumakethewrongpurchasedecision?

Whatpurchasedidyoumakethatyoumostregret?

Why?

Thesecondstepiseducatingyourselfonwhatyoualreadyhaveinyourlibraryandwhatholesyoumayhavetofill。

Lookatallyourblogposts,whitepapers,infographics,videos,eBooks,andsoforth,andbeginorganizingitbybuyingstage。

Youcandothisonawhiteboard,inaPowerPointslide,orinaspreadsheet。

Inyourcontentaudit,tagthematerialbytype,persona,theme,placeinthejourney(TOFU,MOFU,orBOFU),andsoforth。

Youwillalsowanttoidentifycontentthatisevergreen,aswellascontentthatyouwillbeabletoleverageintootherformats,by,forexample,turningthatwebinarintoavideo,podcast,infographic,comparisondatasheet,orblogpost。

Onceyouhaveaclearideaofwhoyourbuyeris,andwhatcontentyoumayhavethataddressestheirneeds,itistimetobegincreatingcontenttofilltheholesyouhave(and,yes,you’llmorethanlikelyhavesomeholes)。

Create

Yourpreviousresearchandcontentauditwillhelpyouidentifycontentholes,aswellashelpyoupotentiallyseetheneedtotweak,add,orremovethepersonastowhomyouareselling,Sundbomsaid。

Youwillalsoidentifysecondarypersonasyoumayneedtocreatecontentfor,suchasCFOs,ITdirectors,andsoforth。

Thiscontentcanbeusedbyyourprimarypersonastoeducateotherswithintheirorganizations。

Asyouhavebuiltoutyourmapandidentifiedwhatyouneedtocreate,Sundbomrecommendedprioritizingthecreationofnewcontentonfillingthebiggestholesandbeinginsyncwithyourcompany’sgoals。

Likewise,you’llwantanhonestappraisalofthetimesomepiecesofcontentwilltaketoproduce。

Sayyourauditfindsthatyouneedmorecustomertestimonialcasestudies。

Realistically,itcouldtakeseveralmonthstoidentifysuccessfulcustomerswhoarealsowillingtoparticipate。

AsStephenCovey,authorofthefamousbookThe7HabitsofHighlyEffectivePeople,oncesaid,“Beginwiththeendinmind。

”Identifythecontentyouneed,casestudies,demovideos,billboardsalongahighway,andthelike,andthenworkbackwardonwhat’sneededtogetthosecreated。

Additionally,Sundbomalsoadvisedbeingselectiveaboutwhatcontentshouldbegivenawayforfreeandwhatshouldbegatedsothatyoucan“capturethoseleadsandbeginnurturingthoserelationships。



Activate

Sundbom’sfinalquicktip?

Activate,activate,activate!

Gobacktoyourearlierpersonaresearchwhereyouidentifiedbuyers’preferredchannels;thatiswhereyouwanttoshareyourcontent。

Thissoundsoverlysimplistic,buttoooftenI’veseenmarketersgetdrunkonthelatestchanneltrendandspendcrazyamountsofcashtosharetheircontentonit。

Yet,theirbuyersneverseethatcontentbecausetheydon’tusethatchannel。

Therearedeploymentoptionsforallbudgets。

Youcanusethird-partysyndication,shareonsocialmedia,orsharewithyourownnetworks。

Youshouldmeasureandtestyourcontent’ssuccessviafreetools,suchasGoogleAnalytics,ordoA/BtestingusingamarketingautomationplatformlikeAct-On。

Whatsuccesslookslikewilldependonyourbusinessgoalsandyourindustry。

Inadditiontodeterminingthebottomlinegoals(leads,sales),youwillalsowanttofindoutwhatdaysandtimesoftheweekyouraudienceconsumesyourcontent。

Determinewhethertheypreferacontent-typeformat(whitepaperorvideo)orchannel-typeformat(emailorSnapchat)。

WanttolearnmoretipsforContentMarketing?

Checkoutthisgreatpost,“ContentMarketingonaShoestringBudget。



And,ifyouhaven’tyetdefinedyourbuyerpersonas,takealookatoureBook/workbook,“4StepstoCreatingaContentMarketingPlanRightPerson,RightMessage,RightTime,”tohelpyoucompletethiscrucialstep。

Letsblockads!

(Why?

)

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