The Content Workshop: Defining the Content to Guide Buyers Through the Journey with Maximum Efficiency

The objective of the content workshop is to define the content to move buyers from one stage of the buyer’s journey to the next. It is an opportunity for key stakeholders to buy in to the content strategy.  A clear content strategy is critical to the success of the overall digital marketing strategy since it drives buyers.  From my experience, the best way to develop a content strategy is to run a workshop with key stakeholders, including sales.

Once the buyer personas are understood along with their likes, dislikes, behaviour and digital footprint, the content workshop can be conducted. It is designed to move your buyer to the next phase of the buyer’s journey by providing them with the content they need.  During the workshop, we understand each buyer’s pains and objections and serve them content to solve their pains and answer their objections so they can move to the next phase of the buyer’s journey as quickly and efficiently as possible.

A clear content strategy is critical to the success of the overall digital marketing strategy since it is what drives buyers.  From our experience, the best way to develop a content strategy is to run a workshop with key stakeholders.

The content workshop normally takes half to one day to run.  It begins with an understanding of buyer personas and behaviours.  A content library, blog schedule and social media schedule are the outputs.