Content Marketing 101: Mapping Content to the Buyer Journey | Training Takeaways | All MKC Content | ANA

Content Marketing 101: Mapping Content to the Buyer Journey

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There are various ways of breaking down the buyer's journey, but, in one way of looking at the process, the journey has four phases:

  • Recognition: Realizing one has a need
  • Evaluation: Establishing a set of options to compare and evaluating those options
  • Resolution: Resolving concerns about an option by recourse to social proof
  • Purchase: Making the commitment and signing the contract

In ANA's on-demand training course "Fast-Forward Your Content Marketing," instructor George Stenitzer highlights the importance of tailoring your content to each phase of this buyer's journey, that is, to assisting the buyer with the needs he or she encounters at each phase and in the manner most preferred by the buyer at each phase.

During the "Recognition Phase"

  • The buyer asks, "Do I have a problem? Is it serious? Do I need to change my status quo solution?"
  • The content marketing your brand provides should help the buyer in diagnosing his or her problem.
  • Blogs and e-newsletters were shown to be the media types that buyers most relied upon at this phase, according to a study of B2B software purchasing.

During the "Evaluation Phase"

  • The buyer asks questions such as, "Which is the best product/service? Which is cheaper?"
  • The content marketing your brand provides should help the buyer in differentiating and comparing the relevant solutions on the market.
  • White papers and e-newsletters were shown to be the media types that buyers most relied upon.

During the "Resolution Phase"

  • The buyer seeks confirmation from peers, experts, analysts, and googled sources.
  • The content marketing you provide should help the buyer reduce the risk experienced in making a purchase by providing third-party confirmation, such as testimonials.
  • Tech guides and videos were shown to be the media types that buyers most relied upon.

During the "Purchase Phase"

  • The buyer finalizes his or her vendor(s), signs the contract, and arranges payment.
  • The content marketing you provide should reinforce the buyer's decision.
  • Tech guides, videos, and blogs were shown to be the media types that buyers most relied upon.

The guidance above represents just a morsel from the banquet of insights and best practices offered by the ANA's on-demand training course, "Fast-Forward Your Content Marketing."

TO LEARN MORE ABOUT THE COURSE AND REGISTER, CLICK HERE

Source

"Fast-Forward Your Content Marketing." George Stenitzer, founder of Crystal Clear Communications. ANA On-Demand Training Course.

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