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How to Map Content to The Buyer’s Journey

Julie KukeshSenior Inbound Marketing Consultant, HubSpot

A 3 Step process for creating the right content, for the right person, at the right time

• 7.5 Years experience• 2+ years at HubSpot• 200+ customers consulted• Fun fact: I married my

husband in January & honeymooned in the Swiss Alps

Principal Inbound Marketing Consultant@juliespatola

JULIEKUKESH

1 What is The Buyer’s Journey?

2 Content Mapping Methodology

3 Map an Individual Content Offer

4 Map Entire Content Library - Content Offer Inventory

AGENDAPart I – Learn & Organize

5 Content Matrix - Analysis

6 Content Roadmap

7 Customizing The Buyer’s Journey for your Persona

8 Use what you have in your Inbound Marketing

AGENDAPart II – Apply, Brainstorm & Create

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1 Understanding The Buyer’s Journey

What is The Buyer’s Journey?

THE BUYER’S JOURNEY

The Buyer’s Journey is the active research process a potential buyer goes through

leading up to a purchase.

A model to help keep the

prospect’s behavior,

information needs and

problems central to anything

sales and marketing does.

The Buyer’s Journey

“I AM…a buyer experiencing symptoms of a problem and seeking greater understanding of my problem”

“I AM…a buyer considering all potential solution strategies to solve my problem”

“I AM…A buyer deciding on a specific product and vendor in my chosen solution strategy”

“I AM…a bride who always dreamed of a hometown wedding”

“I AM…A bride considering all possible alternatives to a hometown wedding”

“I AM…A bride making a long list of potential destination wedding venues, whittling that long list to a short list and ultimately making a decision”

THE BUYER’S JOURNEY

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.

“I am a buyer experiencing symptoms

of a problem”

The Buyer’s Journey is NOT…

INBOUND METHODOLOGYGives the Marketer a Roadmap of Inbound Tactics and Tools to use

FUNNELSales pipeline predictor and tracking for the marketer and sales

WHAT IS A KEYWORD? PERSONAS

Depict a static picture of your ideal buyer, their habits and needs in general.

56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. (Source: ChadwickMartinBailey)

Deliver the right content,to the right person,at the right time.

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2 How to Map a Content Offer to The Buyer’s Journey

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CONTENT MAPPING METHODOLOGY

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Content Mapping Methodology:3 Key Content Mapping Fundamentals

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User Behavior and Research Needs differ throughout the stages of the Buyers Journey

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Specific Content Types are most relevant at specific stages of the Buyers Journey

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Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA

Buttons, Email Copy & Subject Line

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3 Map an Individual Content Offer

Map an Individual Content Offer

Map each Content Offer:1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior

• Have a problem with Landing Page Performance

• Have low conversion rate on LPs• Likely have a problem with leads

• eBook• Expert Advice

• Optimize• Improve (“for conversions” implies

“to improve conversions”)

Map each Content Offer:2. Evaluate alignment of each to Buyers Journey Stages

• Have a problem with Landing Page Performance

• Have low conversion rate on LPs• Likely have a problem with leads

• eBook• Expert Advice

• Optimize• Improve (“for conversions” implies

“to improve conversions”)

Map each Content Offer:3. Decide on 1 Buyer’s Journey Stage to which this Content Offers Maps

Map each Content Offer:3. Decide on 1 Buyers Journey Stage to which this Content Offers Maps

Did you Map the Content Offer correctly?

Buyer’s Journey Quick Reference GuideHang it up at your desk!

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4 Map Entire Content Library –Content Offer Inventory

Map Entire Content Library

Map entire Content LibraryContent Audit Worksheet (in Excel)

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5 Content Matrix & Content Analysis

Content MatrixAnalyze Entire Content LibraryMap & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity

#%

#%

#%

Title ATitle BTitle C

Title 1Title 2Title 3

Offer XOffer YOffer Z

Map & Analyze entire Content LibraryMap & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity

Analyze It

OVERALL CONTENT MATRIX ANALYSIS OBSERVATION

EX 1

RECOMMENDED ACTION

Content offer has unclear Buyer’s Journey stage

Revise content offer title and context to fit specific stage

OVERALL CONTENT MATRIX ANALYSIS OBSERVATION

EX 2

RECOMMENDED ACTION

Content offer contains information aligning with multiple stages

Split Content offer into 2 offers, each distinctly aligned with 1 stage only

OVERALL CONTENT MATRIX ANALYSIS OBSERVATION

EX 3

RECOMMENDED ACTION

Not enough content offers

Repurpose content

Buyer Persona 1 Content Offers

We Have:

Content Offers We Need:

Buyer Persona 2 Content Offers

We Have:

Content Offers We Need:

Content Matrix – Persona EX 1

Buyer Persona 1 Content Offers

We Have: 5 offers 3 offers 2 offers

Content Offers We Need:

Buyer Persona 2 Content Offers

We Have: 0 offers 0 offers 1 offer

Content Offers We Need:

Content Matrix – Persona EX 2

10offers

1offers

Buyer Persona 1 Content Offers

We Have: ? ? ?Content Offers

We Need:

Buyer Persona 2 Content Offers

We Have: ? ? ?Content Offers

We Need:

Content Matrix – Persona EX 3

Topic 1Content Offers

We Have:

Content Offers We Need:

Topic 2Content Offers

We Have:

Content Offers We Need:

Content Matrix – Topic EX 1

Topic 1Content Offers

We Have: 12 offers 7 offers 5 offers

Content Offers We Need:

Topic 2Content Offers

We Have: 0 offers 0 offers 1 offers

Content Offers We Need:

Content Matrix – Topic EX 1

Topic 1Content Offers

We Have: 12 offers 7 offers 5 offers

Content Offers We Need:

Topic 2Content Offers

We Have:

Content Offers We Need:

Content Matrix – Topic EX 2

?

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6 Content Roadmap & Editorial Calendar

What Observations did your Content Matrix Analysis Produce?

Compile a list of the Logical Correlating Recommendations for each Observation

Create What You Need…Outline Content Roadmap

1. Revise Titles

2. Create Landing Pages for new

content found on your website

3. Split Content Offer XYZ that tries

to cover multiples stages into 2

Content Offers: i.e 1 Awareness

Stage PDF and 1 Consideration

Stage Webcast

1. Create Awareness stage White Paper

for Persona A

2. Identify and create more Decision

Stage Content Offers

3. Build up library of Content Offers in all

3 Buyers Journey Stages for Topic #2

4. Repurpose Content Offers in each

Buyers Journey Stage to message to

Persona C where content is lacking

Content RoadmapItemize Next Steps – Separate Short & Long Term Action Items

Short Term Action Items Long Term Action Items

Content Editorial CalendarDon’t just say you’ll do it…

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7 Customizing The Buyer’s Journey for YOUR Persona

Persona: Mortgage Mike

Hello, My Name Is:Mortgage Mike

I AM A BUYER _____________• I am a buyer with a problem. • I am a buyer aware of a problem.• I am a buyer aware of a problem/opportunity.• I am a buyer becoming aware of my problem.• I am a buyer seeking (greater) awareness of my problem.

I AM A BUYER _____________

• I need to improve _________________________

• I need to prevent __________________________

• I need to learn more about_________________________

• I want _____________________________

the size of my home for my familyoverspending and going into too much debt

Upsizing my home or if I should renovate my home or buy a new home

Nicer features in my home

I AM A BUYER _____________• I am a buyer considering solutions for my problem.• I am a buyer considering strategies to solve my problem.• I am considering my problem solving options.

I AM A BUYER _____________

• What tools are available for ___________________ ?

• What is an ___________________?

• What is a ___________________?

• What are my _________________________ options?

Calculating a mortgageAdjustable Rate Mortgage

mortgage

Fixed Rate Mortgage

I AM A BUYER _____________• I am a buyer deciding on a specific product and vendor.• I am a buyer trying to make a decision between vendors and products.

I AM A BUYER _____________

• I need _____________________________

• I need to _____________________________

• _________________________

Current mortgage ratesApply online now for a mortgage

Bank Independent Mortgage

Customize The Buyer’s Journeyfor your Buyer Persona

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8 Use your Content in your Inbound Marketing

Use What You Have…

Use It In Your Inbound MarketingIDEA #1 - Lead Nurturing Workflows

Use It In Your Inbound MarketingIDEA #2 - Lead Scoring

Use It In Your Inbound MarketingIDEA #3 – Thank You Pages

Use It In Your Inbound MarketingIDEA #3 – Thank You Pages

Use It In Your Inbound MarketingIDEA #4 – Smart Call-To-Action (CTA) Buttons

Use It In Your Inbound MarketingIDEA #5 – Landing Page Copy

Use It In Your Inbound MarketingIDEA #6 – Forms & Automation

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NEXT STEPS

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1 Inventory your current content, mapping each existing offer to the

appropriate stage in The Buyer’s Journey – Awareness,

Consideration, Decision

2 Analyze your current content to identify holes and content gaps

3 Build out your Buyer Persona’s Buyer’s Journey

4 Create your Short and Long-Term Content Roadmaps

Next Steps

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Find all of the resources from today’s session by going to my profile:

hubspot.com/juliespatola

@juliespatola

JulieKukesh