content marketing 103

3rd in Our 3-Part Series

Content Marketing 103

This guide will cover:

• Buyer Personas

• Buyer’s Journey

• The sales funnel

• Putting it all together

They are who you are creating your content

These are your

your

Buyer Personas:

for

Prospects Audience

What are they?

A semi-fictional representation of your

ideal customer based on real data:

•  Their demographics?

•  Motivations and goals?

•  What’s important to them?

Buyer Personas:

Buyer Personas:

Why important?

•  Because you want to be talking to the right prospects

•  You want your content to match their interests

•  And you want to know how and where to reach them; �

which media, websites, associations & forums �

they participate in.

Buyer Journey:

What is it?

The Buyer’s journey is

a representation of

the process a prospect �

goes through on their way

to a buying action

“

”

Buyer Journey:

What is it?

Why it’s important to Content Marketing?

Because matching the right content to the buyer persona

(See slide page 5) And their stage in the buyer’s

journey is what makes for effective

content

Buyer’s Journey: Main Stages

Awareness Stage

Decision Stage

Delibera(on Stage

Consideration / Research Stage


Prospect has realized symptoms of a potential problem or opportunity. Experiencing some kind of disruption or pain.

A W A R E N E S S S T A G E


Have clearly defined and given a name to their problem or opportunity. Start to research solutions.

C O N S I D E R A T I O N /R E S E A R C H S T A G E


Weighing pros and cons of

different solutions, products,

services, vendors.

D E L I B E R A T I O N S T A G E


Have defined their solution strategy, method, or approach; ready to make final decision on solution and provider.

D E C I S I O N S T A G E

The Marketing & Sales Funnel Another representation of

how prospects move closer to purchase -

the ‘funnel’ metaphor

Being WIDE at the top and NARROW

at the bottom

Some prospects move to the next stage.

Some leave.

ATTRACT VISITORS

CONVERT LEADS

CLOSE CUSTOMERS

DELIGHT PROMOTERS

Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight Purpose of Content is to:

Buyer Stage: Awareness Decision Consideration Customer

Putting it together: The purpose of content, is to move the prospect closer along the buyer’s journey –and down the sales funnel.

Your tone might differ slightly for each persona

And there you have it! Read more about content marketing on our website:

This wouldn’t be complete without a word about us: M Source Ideas provides B2B consulting and services to take you from where you are now, in inbound, content and digital

marketing, to where you’d like to be.

We focus entirely in the food industry.

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