The Buyer's Journey - by Chris Lema

•

430 recomendaciones•128,562 vistas

The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.

Marketing

B1A1
A2
D2
D1
GOAL
Route D
Route B
Route A
@CHRISLEMA
The Buyer’s Journey
A Content Strategy forYour Blog or Business site

@CHRISLEMA
The way we see things…
WANT BUY

@CHRISLEMA
Sometimeswedon’t
evenknowwhatterms
tousewhensearching.

@CHRISLEMA
Itcanbearidiculous
amountofworkjust
tonameoursolution.

@CHRISLEMA
Aswegeteducated,we
learnwhatoptionswe
actuallyhaveavailable.

@CHRISLEMA
Wealsoneedtobeable
toaddressourspecific
contextandneeds.

@CHRISLEMA
It’sadifferentiated
solutionthatwill
normallywinthegame.

@CHRISLEMA
OnlyafterI’mdonewith
mybuyer’sjourneywillI
makeapurchase.

@CHRISLEMA
The way things really are…
DISCOVERY CONSIDERATION DECISION

UNAWARE
PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
FULLY
AWARE
DISCOVERY CONSIDERATION DECISION
DEVELOP PROBLEM
VOCABULARY
DEVELOP
SOLUTION
VOCABULARY
ARTICULATE
AVAILABLE
OPTIONS
MATCH VALUES
& NEEDS
DIFFERENTIATE
YOUR
SOLUTION
CONTENTTYPES
• CHECKLISTS
• STORIES
• Q&A
• MAPS
• LISTS
• HOWTO
• TUTORIALS
• WHITE PAPERS
• COMPARISONS
• OPINIONS
• BEST OF
• GUIDES
• CASE STUDIES
• BUYER’S GUIDE
• HEAD TO HEAD
@CHRISLEMA

STOP PUSHING FOR THE CLOSE.
EMBRACE THE BUYER’S JOURNEY.
CREATE A VARIETYOF CONTENT.
@CHRISLEMA

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