Mapping Content to the Buyers Journey

#inbound2013

The Marketer’s 3 Step

Content Roadmap: Aligning

Content to Your Buyers

Journey

Julie Spatola

Senior Enterprise Inbound Marketing Consultant

HubSpot

jspat[email protected] | www.hubspot.com/julie |@JulieSpatola

#INBOUND13

1 The Buyer’s Journey

2 Content Mapping Methodology

3 Map an Individual Content Offer

4 Quick Reference Guide

5 Map Entire Content Library – Content Offer Inventory

Agenda

Part I – Learn & Organize

6. Content Matrix

7. Analyze Content Matrix

8. Content Roadmap

9. Use What You Have

Agenda

Part II – Apply & Create

Part I

Learn & Organize

Buyer’s Journey

The Buyer’s Journey

Specific content assets

are more relevant to

buyers at specific times

during the buyers

journey

That’s nice in

theory….

But how do

you as the

marketer

know which

one of your

content

offers to

choose?

Content Mapping

Methodology

Content Mapping Methodology:

3 Key Content Mapping Fundamentals

User Behavior and Research Needs differ

throughout the stages of the Buyers Journey

Specific Content Types are most relevant at

specific stages of the Buyers Journey

Leverage relevant terms in each Buyers Journey

Stage in: Offer Title & Abstract, Landing Page, CTA

Buttons, Email Copy & Subject Line

Map an Individual Content

Offer

Map Individual

Content Offers

Map each Content Offer:

1. Identify 3 Key Content Mapping Fundamentals: Content Type,

Keywords and Terms, User Behavior

• Have a problem with Landing Page

Performance

• Have low conversion rate on LPs

• Likely have a problem with leads

• eBook

• Expert Advice

• Optimize

• Improve (“for conversions” implies

“to improve conversions”)

Map each Content Offer:

2. Evaluate alignment of each to Buyers Journey Stages

• Have a problem with Landing Page

Performance

• Have low conversion rate on LPs

• Likely have a problem with leads

• eBook

• Expert Advice

• Optimize

• Improve (“for conversions” implies

“to improve conversions”)

Map each Content Offer:

3. Decide on 1 Buyers Journey Stage to which this Content

Offers Maps

Did you Map the

Content Offer

correctly?

Quick Reference Guide

Buyers Journey Quick

Reference Guide

Hang it up at your desk!

Part II

Apply & Create

Map Entire Content Library –

Content Offer Inventory

Map Entire Content

Library

Map entire Content Library

Content Audit Worksheet (in Excel)

Content Matrix

Content

Matrix

Analyze Entire Content Library

Map & Analyze Overall Content Mix, holes

opportunities, overall content alignment with market

maturity

Map & Analyze entire Content Library

Map & Analyze Overall Content Mix, holes, opportunities, overall content

alignment with market maturity

Title A

Title B

Title C

Title 1

Title 2

Title 3

Offer X

Offer Y

Offer Z

Content Matrix Analysis Observations

Recommended Action:

Content Offer has Unclear

Buyers Journey Stage

alignment

Revise Content Offer Title

Content Offer contains information aligning with

multiple stages

Split

Content offer into 2 Offers, each distinctly

aligned with 1 stage only

Not

enough Content Offers

Put

a Bow on it: Create a downloadable PDF Content

Offer from information available only on website

page

Not enough Awareness Stage Content

Create awareness stage thought leadership white

paper

Not enough Consideration Stage Content

Identify and create more Consideration Stage

Content Offers

Not

enough Decision Stage Content Offers

Put

a Bow on it: Create a downloadable PDF Content

Offer from information currently available only on website

page (Common Examples: Product info., Case

Study/Testimonial, Free Trial, Demo, Contact Us)

Content Matrix Analysis Produces Observations

with Logical Correlating Recommendations

Analyze Content Matrix

Analyze It

Persona

Content Matrix Analysis Observations

Recommended Action:

Missing Content in Awareness Stage

for Persona A

Create Awareness Stage White Paper for

Persona A

Only have content for one Persona

Repurpose Content

Offers in each Buyers

Journey Stage to message to Persona C

where content is lacking

Content is generic and not aligned by

Persona “Any of our Buyer Personas

would find this helpful”

Strengthen

Content Offers to align more

closely with the needs of a specific

persona

Content Matrix Analysis Produces Observations

with Logical Correlating Recommendations

Topic

Content Matrix Analysis Observations

Recommended Action:

have a favorite Topic and have

never explored any other topics

Do industry research to identify new

topics of interest to your prospective

buyer:

technology developments,

changes

in law or regulations, social

trends changing how people live their

lives, economic factors affecting the

status quo, generational or social factors

causing shifting priorities

have a favorite Topic which all of

our Content Offers cover exclusively

Build

up library of Content Offers in all 3

Buyers Journey Stages for Topic #2

Content Matrix Analysis Produces Observations

with Logical Correlating Recommendations

Content Type / Format

Content Matrix Analysis Observations

Recommended Action:

Content Format Type Lacking Variety

Repurpose a Webcast into a 2

and 3

offer in different Formats such as a

Podcast and a downloadable Slide

Presentation

Content Matrix Analysis Produces Observations

with Logical Correlating Recommendations

Content Roadmap

What Observations

did your Content

Matrix Analysis

Produce?

Compile a list of the

Logical Correlating

Recommendation for

each Observation

Create What You Need…

Outline Content

Roadmap

1. Revise Titles

2. Create Landing Pages for new

content found on your website

3. Split Content Offer XYZ that tries

to cover multiples stages into 2

Content Offers: i.e 1 Awareness

Stage PDF and 1 Consideration

Stage Webcast

1. Create Awareness stage White Paper

for Persona A

2. Identify and create more Decision

Stage Content Offers

3. Build up library of Content Offers in all

3 Buyers Journey Stages for Topic #2

4. Repurpose Content Offers in each

Buyers Journey Stage to message to

Persona C where content is lacking

Content Roadmap

Itemize Next Steps – Separate Short & Long Term Action Items

Short Term Action Items

Long Term Action Items

Use What You Have!