Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.

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How to Map Content to The Buyer’s Journey
Julie Kukesh
Senior Inbound Marketing Consultant, HubSpot
A 3 Step process for creating the right content, for the right person, at the right time

2. •
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

4. 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
AGENDA
Part I –Learn & Organize

5. 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
AGENDA
Part II –Apply, Brainstorm & Create

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1
Understanding The Buyer’s Journey

7. What is The Buyer’s Journey?

8. THE BUYER’S JOURNEY
The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.

9. A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does.
The Buyer’s Journey

10. “I AM…
abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”

11. “I AM…
abuyer considering all potential solution strategies to solve my problem”

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

13. “I AM…
abride who always dreamed of a hometown wedding”

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

15. “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”

18. 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”

19. The Buyer’s Journey is NOT…

20. INBOUND METHODOLOGY
Gives the Marketer a Roadmap of Inbound Tactics and Tools to use

21. FUNNEL
Sales pipeline predictor and tracking for the marketer and sales

22. WHAT IS A KEYWORD?
PERSONAS
Depict a static picture of your ideal buyer, their habits and needs in general.

23. 56%
of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant.
(Source: ChadwickMartinBailey)

24. 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

32. Map an Individual Content Offer

33. 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”)

34. 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”)

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

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

37. Did you Map the Content Offer correctly?

38. Buyer’s Journey Quick Reference Guide
Hang it up at your desk!

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4
Map Entire Content Library –
Content Offer Inventory

40. Map Entire Content Library

41. Map entire Content Library
Content Audit Worksheet (in Excel)

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Content Matrix & Content Analysis

43. Content Matrix
Analyze Entire Content Library
Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity

44. #
%
#
%
#
%
Title A
Title B
Title C
Title 1
Title 2
Title 3
OfferX
Offer Y
Offer Z
Map & Analyze entire Content Library
Map & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity

45. Analyze It

46. 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

47. 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

48. OVERALL CONTENT MATRIX
ANALYSIS OBSERVATION
EX 3
RECOMMENDED ACTION
Not enough content offers
Repurpose content

49. 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

50. 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
10
offers
1
offers

51. 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

52. Topic 1
Content Offers We Have:
Content Offers We Need:
Topic 2
Content Offers We Have:
Content Offers We Need:
Content Matrix –Topic EX 1

53. Topic 1
Content Offers We Have:
12 offers
7 offers
5 offers
Content Offers We Need:
Topic 2
Content Offers We Have:
0 offers
0 offers
1 offers
Content Offers We Need:
Content Matrix –Topic EX 1

54. Topic 1
Content Offers We Have:
12 offers
7 offers
5 offers
Content Offers We Need:
Topic 2
Content Offers We Have:
Content Offers We Need:
Content Matrix –Topic EX 2
?

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Content Roadmap & Editorial Calendar

56. What Observations did your Content Matrix Analysis Produce?
Compile a list of the Logical Correlating Recommendations for each Observation

57. Create What You Need…
Outline Content Roadmap

58. 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 Roadmap
Itemize Next Steps –Separate Short & Long Term Action Items
Short Term Action Items
Long Term Action Items

59. Content Editorial Calendar
Don’t just say you’ll do it…

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Customizing The Buyer’s Journey for YOUR Persona

61. Persona:
Mortgage Mike
Hello, My Name Is:
Mortgage Mike

62. 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.

63. I AM A BUYER _____________
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I need to improve _________________________
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I need to prevent __________________________
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I need to learn more about_________________________
•
I want _____________________________
the size of my home for my family
overspending 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

64. 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.

65. I AM A BUYER _____________
•
What tools are available for ___________________ ?
•
What is an ___________________?
•
What is a ___________________?
•
What are my _________________________ options?
Calculating a mortgage
Adjustable Rate Mortgage
mortgage
Fixed Rate Mortgage

66. 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.

67. I AM A BUYER _____________
•
I need _____________________________
•
I need to _____________________________
•
_________________________
Current mortgage rates
Apply online now for a mortgage
Bank Independent Mortgage

68. Customize The Buyer’s Journey
for your Buyer Persona

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Use your Content in your Inbound Marketing

70. Use What You Have…

71. Use It In Your Inbound Marketing
IDEA #1 -Lead Nurturing Workflows

72. Use It In Your Inbound Marketing
IDEA #2 -Lead Scoring

73. Use It In Your Inbound Marketing
IDEA #3 –Thank You Pages

74. Use It In Your Inbound Marketing
IDEA #3 –Thank You Pages

75. Use It In Your Inbound Marketing
IDEA #4 –Smart Call-To-Action (CTA) Buttons

76. Use It In Your Inbound Marketing
IDEA #5 –Landing Page Copy

77. Use It In Your Inbound Marketing
IDEA #6 –Forms & Automation

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NEXT STEPS

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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
PDF
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PDF
2
PDF
3
PDF
4

80. Find all of the resources from today’s session by going to my profile:
hubspot.com/juliespatola
@juliespatola
JulieKukesh