connecting the dots: mapping content to the buyers journey

Connecting The Dots

Mapping Content to the Buyer’s JourneyLaleh Hassibi, Sr. Manager Content

Marketing, PayScale

Sponsored by:

5 Steps to Good Content

• I.D. your buyer’s persona: know who you are talking to

• Map their journey: know the paths they take• Produce content for each part of their journey• Repurpose content to feed the machine• Measure, test and do it all again

Sponsored by:

Buyer Persona

Sponsored by:

CSUITEFINHRDHRFN/AOMGM

Who buys PayScale software?

A Tale of Two Buyers

Sponsored by:

CSuite vs.

HR Functional

A Tale of Two Buyers

Sponsored by:

A Tale of Two Buyers

Sponsored by:

Map the Journey

Sponsored by:

Map the Journey by Persona

Sponsored by:

Finally! Content Production

Sponsored by:

Reach Them: Feed the Machine

Sponsored by:

Blog

Slideshare

Adwords

Social Media

Display &Retargeting

Email

Youtube/ Vimeo

Test, Measure, Optimize

• A/B testing against goals (i.e., email subject lines, ad graphics, web landing pages)

• Analyze KPIs (leads, opens, traffic, clicks)• Optimize, learn and repeat

Sponsored by:

Laleh HassibiSr. Manager Content Marketing, PayScale@lalehfarrahlalehh@payscale.com

Sponsored by: