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Content marketing: what content according to the buyer journey?

omtlahore September 17, 2021

The buyer journey corresponds to his purchasing cycle, that is to say his entire journey from the awareness of a need or a problem, to the acquisition or purchase of a solution that meets to his need. As part of a content marketing agency, the goal of any business is to advance its buyer personas throughout the buyer journey in order to convert them into customers. In this article, we explain which types of content to prioritize depending on the level of maturity of your prospects.

Everything you need to know about the buyer journey of your buyer personas

Accurately define your personas

Your buyer persona corresponds to your ideal client, and therefore to the buyer profile to target in your positioning and marketing actions. A company can have several personas as long as it can interest different buyer profiles. To produce content suited to these different profiles, it is essential to define between 4 and 6 “priority” buyer personas. In order to understand who they are and how to address them through your content, you will need to assign them a function, a sector, consumption habits, centers of interest, etc. Once you have content tailored to each buyer persona profile, you can refine your strategy by targeting personas according to their progress in the buyer journey.

What are the different stages of the buyer journey?

The buyer journey is made up of 3 stages: the discovery, evaluation and decision phases. In English we will speak of “ Awareness , Consideration and Decision”. The discovery phase is when your persona realizes they are facing a problem, but have not yet clearly articulated it. The evaluation stage represents the moment when your persona knows has a problem, has formulated it, and is therefore looking for concrete ways to solve it. Finally, the decision phase is when he is ready to take action, and will therefore compare the different alternatives and solutions available to him to best meet his needs. Your persona is not in the same state of mind in each of these phases of the buyer journey, it is therefore not relevant to address them in the same way in the discovery phase and in the decision phase. 

Why is it important to adapt your content according to the buyer journey?

Just as the content varies according to the type of persona, we find different content depending on the stage in the acquisition tunnel. When setting up your content strategy, you should always keep in mind the overriding goal of speaking most accurately to the right person, at the right time, in the right place, with the right content. This will go through different typologies of content depending on the prospect’s progress phase, but also through the subjects addressed in this content.

What content for each phase of the buyer journey?

Content dedicated to the discovery phase (Awareness)

The main challenges of the discovery phase are to generate traffic to your website, gain notoriety and turn your visitors into prospects. The content offered must be very general, informative and adapted to a target in the research phase. This can, for example, involve blog articles, or the creation of more elaborate content such as white papers, dealing with fairly general topics. The interest of a white paper is also twofold, since in addition to establishing your expertise on a given subject, it allows you to collect information on visitors downloading the document.

For example, to target a business manager starting his thinking around inbound marketing, general content such as ”  Inbound Mrketing VS Outbound Marketing: which strategy to choose?”  »Fulfills the objective of making your persona aware of an area that you master.

Content adapted to the assessment phase (Consideration)

During the evaluation phase, the prospect has identified his problem, and goes in search of solutions to solve it. Your mission at this time is to present everything you can offer him that can meet his needs. You must therefore highlight your expertise and know-how so that in his search for information, you stand out in the eyes of the lead compared to your competitors. So this can be during email campaigns, a regular newsletter, social media posts or, again, via more in-depth blog posts and white papers.

To follow the previous example provides a persona in the evaluation phase with additional and concrete support in their search for solutions.

Content in the decision phase

Once the various possible solutions have been found, the decision phase only consists of finding the person, or the company, who will propose the most suitable solutions. The ultimate goal is therefore to reassure him and instill confidence. Once again, and more than ever, you must position yourself as an expert in your field. It is then the moment to share content such as customer cases, feedback (the video format can be interesting to humanize the testimony even more) and once again, to be present on social networks and by emailing.

To end with our example responds to the needs of the manager in the process of making his choice of service provider.

Now that you are an expert on the type of content to share according to the level of maturity of your personas, it is time to equip yourself with a marketing automation tool . With the right tool, you can capitalize on your content to offer the right media, to the right people at the right time.

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