I’m going to show you a handy diagram to help you pinpoint content-ready places along the buyer journey.
Of course, timing isn’t everything, but it does play a large role in determining whether your content engages any given buyer as well as it should. For true relevance, you need to create a strategic alliance between content and context.
You’ve heard plenty about how content is the predominant form of awareness, demand generation and enablement. But an equally pressing opportunity is rising to the surface—a requirement to formalize the content strategy practice within an organization. Content has long been king. However, context is now queen, which means that the where and when (delivery) are as important as the what (message) and how (format).
Context: Aligning Content to the Buyer Journey
Let’s assume we have identified our buyer personas, meaning we have an in-depth assessment of what makes our targets tick, not just bullet-point demographics. (Developing B2B buyer personas is a whole best practice in itself, which I’ll explore in another post.)
Before we begin developing content for each persona, we need to map their buying journey based on their role, information needs and motivations. Only then can we produce content for them that will be truly engaging, relevant and persuasive.
Each color-coded bubble in the diagram above represents a step in the buying journey; the size of the bubble indicates how important that activity is for the persona being “journey-mapped” (and therefore implies how much effort you’ll want to spend on that stage). The small grey dots orbiting the larger colored bubbles identify what type of marketing program should be activated to engage the buyer at that particular step.
Click the image for a larger view and take a moment to study it—there’s a lot going on! And I’ll be happy to explain more about the Buyer’s Journey diagram to you—just leave a comment or contact me directly.