A lot of B2B marketers talk about the need for content mapping. In short, this is the process of identifying what information each of your personas needs throughout the buying process. It’s time-consuming, but not difficult when you follow the steps below. Here’s the process I use as well as some templates to get you started (you can view them all below or download them in one PDF).
Author: Barbra Gago
Barbra Gago is the Director of Demand Gen Strategy at LeftBrain DGA. She's expert at developing buyer 2.0 personas, mapping content that engages buyers throughout their buying process, developing social media strategies that drive revenue, and using marketing automation for compelling lead nurturing and effective lead scoring. You can follow her on Twitter @BarbraGago.
By barbra-gago published
April 21, 2011
Step-by-Step Templates for Mapping your B2B Content
By barbra-gago published
April 13, 2011
4 Questions Answered about Buyer Personas
Are you developing buyer personas for your B2B content marketing efforts? A number of CMI contributors have tackled the topic of personas because it’s one of the most important things you can do. Those posts do a great job helping you get started, but today I want to answer some questions I frequently hear about persona development and provide you with a template.Continue Reading
By barbra-gago published
March 31, 2011
How Do Your Buyers Consume Content? Ask These 20 Questions
Great content marketing starts with one thing: understanding your audience, whether it’s a prospect or customer. Sounds simple in theory, but it can be difficult to collect the important info.
Last week, I shared some ideas on how to research your buyers. This week, I want to take it a step further and delve into how buyers actually consume content.Continue Reading
By barbra-gago published
March 22, 2011
7 Ways to Research Your Buyer for Content Marketing
With just a couple Google searches, you quickly realize that while everyone is telling you to research your buyers, no one is telling you exactly how to do it. Some of your initial questions may include:
- What should I look for?
- What resources should I use?Continue Reading
