Getting the right content to the right people at the right time is the essence of good digital marketing. That’s why Results 2Day have developed the content mapping templates.emplates

Understanding buyer personas, your buying cycle and mapping content to buying stages can have a profound impact on your digital marketing success. However, it can seem a little daunting if you don’t know where to begin.

Results 2Day has written a blog on buyer personas that you can find here as well as a blog on the buyer’s journey  

A great start is to interview a selection of customers, prospects as well as prospective buyers that didn’t buy from you. Also, you can use the data that you have in your organisation. Analyse your website visitors, and talk to your sales and customer service people. Buyer personas are an integral part of a solid digital marketing plan since they enable you to personalise your marketing efforts. The great thing about digital marketing is that it enables deep segmentation of your marketing efforts. With all the research supporting personalisation = marketing success, we would be silly not to use Buyer Personas! If you don’t have the time or the resources, why don’t you use Results 2Day to create your buyer personas?

Once you know your Buyer persona you now need to map your buyer’s journey. This is when you need to understand:

  • What are the questions that my content needs to answer that will move each buyer persona from one stage to the next?
  • What are the objections that my content needs to answer that will move my buyer from one stage to the next?

The download is a zip file that contains two files: a PowerPoint file (to use during your workshop) and an Excel file to help you identify those questions and objections that your content needs to answer for each buyer persona at each stage of the buying cycle in order to progress to the next.