Content marketing is on the rise, and companies that invest in content creation generate 67% more leads than their competitors. Planning and generating quality content that closes deals is no easy feat, so we've developed a workbook to walk you through the process.
We'll show you how to serve up content that attracts prospective buyers and creates brand affinity. The workbook will help you develop buyer personas, map out your buyer's decision-making journey, and serve them content that will help them at each stage of the journey. Fill in the form to access your workbook.
In this eBook, you'll learn:
- Develop your buyer personas
- Take an inventory of your content
- Map your content to the buyer's journey
- Activate content and fill in gaps
First 3 Pages
Worksheets to help you:
• Develop your buyer personas
• Inventory your content and key messages
Use the results to:
• Map your content (right message)to your buyer personas
(right person), by their stage in the buyer’s journey (right time)
Map your content to buyer stage worksheet
A buyer persona is a character representing a real person who buys, or might buy, products like the ones you market. The more you know about these buyers, the more effective your
personas will be. Because the more defined and accurate your personas are, the more precisely you can use “person to person” marketing and sales to build a personal relationship with your prospects.
One effective way to develop personas is to interview your best customers, the ones you want to replicate. Get to know how they came to be your customer, and why they are satisfied by your product or service.Your buyer persona should include a short biography of a typical customer, their pain points, their fears, and what it would be like for them if you could help.
Content Inventory Worksheet
Customize this worksheet to fit your own needs. Your categories might be formats (as shown), or products, or anything else that makes sense in your world. The objective is to list all your content so you can see what you have to work with (and, more importantly where your gaps are). Note whether an asset has a landing page. Find content: check your website and your blog. Talk to your sales team, your customer service people, and your product managers. Look at past email campaigns, executive summaries, presentation decks, videos, podcasts, and print collateral. Use these examples as a guide to get started.