{"id":1277,"date":"2017-05-16T15:56:00","date_gmt":"2017-05-16T15:56:00","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/05\/16\/how-to-make-great-content-for-your-buyers-journey\/"},"modified":"2017-05-16T15:56:00","modified_gmt":"2017-05-16T15:56:00","slug":"how-to-make-great-content-for-your-buyers-journey","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/05\/16\/how-to-make-great-content-for-your-buyers-journey\/","title":{"rendered":"HOW TO MAKE GREAT CONTENT FOR YOUR BUYER\u2019S JOURNEY"},"content":{"rendered":"<p><em>This article originally appeared on\u00a0<a href=\"https:\/\/www.columnfivemedia.com\/make-great-content-buyers-journey\" target=\"_blank\" rel=\"noopener noreferrer\">Column Five<\/a>.<\/em><\/p>\n<p>What\u2019s the biggest mistake I see content marketers make? They spend too much time talking about themselves instead of learning about what their potential customer needs.\u00a0They forget that you can\u2019t sell a solution until you know the problem. And even then, as a marketer, you shouldn\u2019t be selling anything.<\/p>\n<p>To put it bluntly: Too many marketers are making a case for their company prematurely in the buyer\u2019s journey.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146228\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150109\/how-to-map-content-to-buyer-s-journey-1-1024x380.png\" alt=\"\" width=\"1024\" height=\"380\" \/><\/p>\n<p>To avoid this, make sure you know the difference between marketing and sales.<\/p>\n<h3><b>SALES ACTIVITIES VS. MARKETING ACTIVITIES<\/b><\/h3>\n<p>Marketing is when you address your clients\u2019 problems, then make a case for solutions.<\/p>\n<p>Sales is when you talk about yourself as the best solution.<\/p>\n<p>Marketing\u2019s job is to ease people into the sales stage of the relationship, creating the best possible experience along the way so that people are excited to buy.<\/p>\n<p>For this reason, marketers should focus on talking about their clients\u2019 problems and offering solutions.\u00a0Not only does this lead to more excited and engaged customers, it helps your sales process and team as well.<\/p>\n<p>So how do you create content to engage your audience at different stages? When should you talk about your company and what it has to offer? When do you pass it off to your sales team?<\/p>\n<p>Welcome to the buyer\u2019s journey.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146226\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150025\/BuyersJourneyVisual-1024x813.png\" alt=\"\" width=\"1024\" height=\"813\" \/><\/p>\n<h3>MAPPING YOUR CONTENT TO THE BUYER\u2019S JOURNEY<\/h3>\n<p>The buyer\u2019s journey has five distinct stages:<\/p>\n<ul>\n<li><strong>Stage 1:<\/strong> Awareness<\/li>\n<li><strong>Stage 2:<\/strong> Consideration<\/li>\n<li><strong>Stage 3:<\/strong> Analysis<\/li>\n<li><strong>Stage 4:<\/strong> Purchase<\/li>\n<li><strong>Stage 5:<\/strong> Loyalty<\/li>\n<\/ul>\n<p>The best thing about this approach is that these stages integrate both marketing and sales:<\/p>\n<ul>\n<li>Stages 1, 2, and 3 = Marketing<\/li>\n<li>Stages 4 and 5 = Sales<\/li>\n<\/ul>\n<p>Even better, it allows you to create different types of content to match each specific stage of the Buyer\u2019s Journey.<\/p>\n<p>This is the basic framework we use at Column Five to strategize content for ourselves and our clients.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146231\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150222\/visual-content-strategy-11-1024x351.png\" alt=\"\" width=\"1024\" height=\"351\" \/><\/p>\n<p><b>The goal:<\/b> Introduce yourself to your customers and acknowledge your target customers\u2019 pain points or issues they\u2019re struggling with.<\/p>\n<p><b>The buyer\u2019s mindset: <\/b>They want, need, or have an undefined yearning for something. This is your opportunity to articulate what that might be, to produce content that resonates with them so they begin to think about exactly what it is they want or need.<\/p>\n<p><b>Content messaging: <\/b>Focus on content that helps as many people as possible get to know you. Sometimes this requires piggybacking on other people\u2019s audiences.<\/p>\n<ul>\n<li>Articles<\/li>\n<li>Blog posts<\/li>\n<li><a class=\"external\" href=\"http:\/\/www.inc.com\/cameron-albert-deitch\/infographic-on-the-future-of-infographics.html\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">Partnership content<\/a> + <a href=\"http:\/\/www.columnfivemedia.com\/content-marketer-need-see-newscred-infographic\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">collaborations<\/a><\/li>\n<li>Features<\/li>\n<li>PR collateral<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146230\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150156\/visual-content-strategy-10-1024x351.png\" alt=\"\" width=\"1024\" height=\"351\" \/><\/p>\n<p><b>The goal:<\/b> Demonstrate your value and the value of working with a partner to solve your customers\u2019 problems.<\/p>\n<p><b>The buyer\u2019s mindset: <\/b>They now have a clearer understanding of what they want or need and are looking for people to help satisfy this desire, whether it\u2019s a product, service, etc. They are in the early stages of research, looking to get the lay of the land. They want to see who the players are and who they could (and should) be giving their business to.<\/p>\n<p><b>Content messaging: <\/b>Showcase your familiarity with the problems your clients are trying to solve. Publish thought-leadership that showcases your perspective and experience in addressing these problems.<\/p>\n<ul>\n<li><a class=\"external\" href=\"https:\/\/business.linkedin.com\/marketing-solutions\/blog\/authors\/j\/josh-ritchie\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">Posts in industry publications<\/a><\/li>\n<li><a href=\"http:\/\/www.columnfivemedia.com\/how-to-maximize-publishing-with-microcontent\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">How-tos<\/a> or <a href=\"http:\/\/www.columnfivemedia.com\/5-tips-get-content-agency\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">tips<\/a><\/li>\n<li><a href=\"http:\/\/www.columnfivemedia.com\/9-genius-examples-empathetic-content-marketing-action\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">Roundups<\/a>\/<a href=\"http:\/\/www.columnfivemedia.com\/100-content-marketing-resources-effective\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">resources<\/a><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146229\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150134\/visual-content-strategy-9-1024x351.png\" alt=\"\" width=\"1024\" height=\"351\" \/><\/p>\n<p><b>The goal:<\/b> Give people the info they need to make an informed decision about working with a company in your space.<\/p>\n<p><b>The buyer\u2019s mindset: <\/b>This is the stage where most buyers have whittled their options down to a handful of choices. Now they start comparing unique value propositions.<\/p>\n<p><b>Content messaging: <\/b>Produce thought-leadership that showcases that <em>you <\/em>are the definitive leader in the space by demonstrating your successes or legitimacy.\u00a0<em>\u00a0<\/em><\/p>\n<ul>\n<li><a href=\"http:\/\/www.columnfivemedia.com\/case-studies\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">Case studies<\/a> (when applicable)<\/li>\n<li>Client testimonials<\/li>\n<li>High-profile or industry-leading endorsements<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146233\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150258\/visual-content-strategy-14-1024x351.png\" alt=\"\" width=\"1024\" height=\"351\" \/><\/p>\n<p><b>The goal:\u00a0<\/b>Turn prospects into customers.<\/p>\n<p><b>The buyer\u2019s mindset: <\/b>This is the point at which pricing, purchase details, and post-buying experiences are scrutinized. Would-be buyers start asking themselves questions about the transaction: What will it mean to become a customer (read: \u201ca supporter\u201d) of this business? Am I sure I want to go through with this?<\/p>\n<p><b>Content messaging: <\/b>Provide information that will support their purchase decision.<\/p>\n<ul>\n<li>Sales collateral<\/li>\n<li>Webinars<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146232\" src=\"https:\/\/s3.amazonaws.com\/visualnews-wp-media-prod\/wp-content\/uploads\/2017\/05\/15150241\/visual-content-strategy-13-1024x351.png\" alt=\"\" width=\"1024\" height=\"351\" \/><\/p>\n<p><b>The goal:<\/b> Nurture and maintain the relationship.<\/p>\n<p><b>The buyer\u2019s mindset: <\/b>They want to be reminded of why they are working with you or supporting your business. They want to feel and believe their relationship is not just transactional\u00a0and\u00a0that you care about them beyond their conversion into customers.<\/p>\n<p><b>Content messaging:\u00a0<\/b>Deliver content that reminds them why they might want to work with you again\u2014or why they started working with you in the first place.<\/p>\n<ul>\n<li>Gifts<\/li>\n<li>\u201cThank you\u201d content<\/li>\n<li>Offers for deals<\/li>\n<li>Exclusive content<\/li>\n<li>Partnership opportunities<\/li>\n<li>Events<\/li>\n<li>Co-marketing opportunities<\/li>\n<li>Exclusive access (depending on your business)<\/li>\n<li>Additional and ongoing education in the form of webinars and newsletters<\/li>\n<\/ul>\n<h3><b>FOCUS ON THE RIGHT MESSAGE AT THE RIGHT TIME<\/b><\/h3>\n<p>If you come on too strong from the start, your customers may perceive it as a red flag. Instead, work around a sustainable strategy. Marketing is an art, not a one-size-fits all prescription. Take the time to understand your audience, form a relationship, and convert them over time.<\/p>\n<p>Remember that they\u2019re humans. Be sympathetic and tactful, and you\u2019ll build an authentic base of supporters.<\/p>\n<p><i>For more tips on marketing, learn about <a href=\"http:\/\/www.columnfivemedia.com\/how-marketing-strategy-increased-our-leads-78-in-6-months\" target=\"_blank\" rel=\"nofollow external noopener noreferrer\">the strategy we used to\u00a0<\/a><\/i><i>increase our leads 78% in 6 months<\/i><i>, find out what\u00a0<\/i><a href=\"https:\/\/www.columnfivemedia.com\/7-traits-every-great-content-marketer-must\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i>7 traits will make you a better marketer<\/i><\/a><i>, and learn\u00a0<\/i><a href=\"https:\/\/www.columnfivemedia.com\/7-ways-create-content-marketing-that-provides-true-value\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i>how to create content that provides true value to your audience<\/i><\/a><i>.<\/i><\/p>\n<p>Source: Visual News<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article originally appeared on\u00a0Column Five. What\u2019s the biggest mistake I see content marketers make? They spend too much time talking&#8230;<\/p>\n","protected":false},"author":245,"featured_media":1278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_vp_format_video_url":"","_vp_image_focal_point":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[45],"class_list":["post-1277","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-careering"],"acf":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/blog.valdosta.edu\/m2\/wp-content\/uploads\/sites\/107\/2017\/05\/how-to-map-content-to-buyer-s-journey-1-1024x380.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paqOTj-kB","_links":{"self":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/1277","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/users\/245"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/comments?post=1277"}],"version-history":[{"count":0,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/1277\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/media\/1278"}],"wp:attachment":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/media?parent=1277"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/categories?post=1277"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/tags?post=1277"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}