connecting the dots: mapping content to the buyers journey
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Connecting the Dots: Mapping content marketing to the buyers journey.TRANSCRIPT
Connecting The Dots
Mapping Content to the Buyer’s JourneyLaleh Hassibi, Sr. Manager Content
Marketing, PayScale
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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
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Buyer Persona
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CSUITEFINHRDHRFN/AOMGM
Who buys PayScale software?
A Tale of Two Buyers
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CSuite vs.
HR Functional
A Tale of Two Buyers
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A Tale of Two Buyers
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Map the Journey
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Map the Journey by Persona
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Finally! Content Production
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Reach Them: Feed the Machine
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Blog
Slideshare
Adwords
Social Media
Display &Retargeting
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
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