Digital Marketing in 5G Era - Digital Transformation in 5G Age
Mapping Your Content to the Buyer's Journey
1. Mapping Your Content to the
Buyer’s Journey
Marc Gabriel Amigone
Inbound Marketing Consultant
@MarcAmigone
inboundbuddha.com
2. Objectives for today’s session:
Learn what the buyer’s jouney is
Why it’s important
How it works
What you can do to integrate it into your content
marketing strategy
17. 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.
The Buyers Journey
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23. 4
What Can You Do to
Integrate the Buyer’s Journey
into Your Content Strategy?
26. Buyer’s Journey Next Steps:
Tailor all existing content to each relevant stage of
the buyer’s journey
Refine titles, keywords, etc. to call out signals that
map to each stage of the buyer’s journey
Generate new content for each stage that doesn’t
already have it