How to boost the effectiveness of your content marketing with properly mapped buyer personas

If you want to maximise results from your content marketing strategy, it is essential to map your buyer personas to the buying cycle. This is executed by delivering the right content, to the right people, at the right time. If your business is B2B, your content marketing strategy is crucial to your success because 64 percent of B2B customers will engage in upwards of five blogs prior to purchase. However, a mere five percent of marketers believe their content marketing strategy is moving in the right direction, according to Top Rank Marketing. Blogs, videos, ebooks, case studies, and infographics are all invaluable content marketing assets. And you want these content marketing assets represented in each stage of the buying cycle. To make the absolute most of your content marketing strategy, you need to develop your buyer’s journey. This allows…

A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We had this graphic on a Post-It note in our office for months and published it in March 2012. It's a natural follow-on from our inbound marketing funnel infographic.  We created it to help your own brainstorming on content ideas to engage customers and encourage sharing. In 2015 we added a new, simplified version - see the end of the post for this. Though we're fans of Eloqua's Content Grid, which inspired this, we think it's a little too 'B2B' orientated, and their v2 is pretty complicated. Our matrix, is structured to help you think through the dimensions of different content based on how your audience might think and what you're trying to achieve as a business. What will work where your audience are more or less impulsive or rational? What does…

Techniques for mapping your customer journeys across different touchpoints

Understanding your customer and how they interact with your business directly and indirectly is critical in driving improved value, repeat business and longevity of relationship. To deliver this and to be able to create a communication strategy which builds a conversation with your customers, it helps to visualise current and planned customer journeys and the key touch points across different marketing channels. So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds? This post has been written to provide advice and guidance to marketing professionals on the key steps to mapping your customer’s journey with you.

Understanding the Customer Touch Points and Channels

When beginning to look at a customer journey, a good place to start is the various touch points a customer…

A process for content mapping and workflow

I've posted a few weeks ago on marketing automation and also this week on lead nurturing, the concept is reliant on having great content at each and every stage, so I thought a post might offer some further insight. It's also easier than you think, a relatively simple and practical process that can be tested and improved upon over time.

What exactly is content mapping?

Content mapping is (amongst other things) a process for lead nurturing by which a team prepares and organises relevant and valuable content. Once done, this content can be distributed to prospects depending on the type of lead (persona) and their point in the buying cycle (scenario).

Create and map content that generates buyers

Persona definition - you'll already understand your personas from my last posts - once again Im stressing how effective persona definition is key, otherwise how do you…

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