Seventy-one percent of marketers cite “content creation and marketing” as the number one most effective tactic used to achieve their inbound marketing objectives.* And according to 60% of marketers, it is also the most difficult to execute. Understanding how prospects progress through the buyer’s journey is vital to aligning your content development efforts to what resonates with a potential lead. So what types of content do prospects look for when making a B2B buying decision? Download this free infographic (made available by the team at Marketing Advocate) to learn what content assets you should make available at each stage of the buyer’s journey.

1. STAGE 1
Recognized Pain/Big
Desire/Scavenger Hunt
STAGE 2
Exploration/Education
STAGE 3
Consideration
STAGE 4
Preference/Commitment
STAGE 5
Buying Decision/Final Selection
HOW TO MAP CONTENT TO STAGES IN THE BUYER’S JOURNEY
• Search
• Colleagues within org
• Bylined articles
• Infographics
• Instructographics
• Company overview
• Third-party blogs
• Discussion forums
• White papers
• Industry eBook
• PR/press releases
• Multi-media
walkthroughs
• Videos
• Social media presence
• Industry-related
content
• Consultants/SIs
• Peer referrals
• Infographics
• Instructographics
• Analyst firms
• Introductory guides
• Conferences/Events
• Web seminars
• Online demos
• White papers
• Company Blogs
• Social media presence
• On-demand Webinars
NEED:
NEED:
Educational
Tools
Confirmation of mkt
penetration, brand
awareness,
groupthink
Unqualified Suspect
Suspect
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• Datasheets/FAQs
• Buyer guides/ Briefs
• Product overviews
• Technical white papers
• Analyst firms
• Live demos
• ROI case studies
• Confirmation of org
credibility (awards, industry
recognition, etc.)
• ROI analysis
• Product comparisons
• IT/Business req checklist
• Customer references
• Customer stories
• Proof points
• Quality analysis
• Pricing
• Trials
• Beta environment
• High-level consultations
• Customized “how to” guides
• Etcetera
NEED:
NEED:
Commitment to
their success
NEED:
Solutions content
MQL
Targeted solutions
content
SAL/SQL
Customer!