{"id":10412,"date":"2016-11-23T08:00:00","date_gmt":"2016-11-23T16:00:00","guid":{"rendered":"http:\/\/www.singlegrain.com?p=10412&#038;preview_id=10412"},"modified":"2021-10-05T08:35:13","modified_gmt":"2021-10-05T15:35:13","slug":"how-to-optimize-your-content-strategy-with-a-buyers-journey","status":"publish","type":"post","link":"https:\/\/www.singlegrain.com\/blog-posts\/content-marketing\/how-to-optimize-your-content-strategy-with-a-buyers-journey\/","title":{"rendered":"How to Optimize Your Content Strategy with the Buyer\u2019s Journey"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Content marketing\u00a0is a\u00a0keystone in the marketing strategy of any company.\u00a0<\/span><span style=\"font-weight: 400;\">Just consider these stats:<\/span><\/p>\n<ul>\n<li><a href=\"http:\/\/www.komarketingassociates.com\/blog\/budgeting-for-b2b-marketing-2016\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6263\">64% of B2B technology buyers<\/a><span style=\"font-weight: 400;\">\u00a0say\u00a0that they read 2-5 articles or posts\u00a0before committing to\u00a0a purchase<\/span><\/li>\n<li><a href=\"http:\/\/www.toprankblog.com\/2015\/09\/b2b-content-marketing-statistics-2016\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6264\">88%<span style=\"font-weight: 400;\">\u00a0of B2B marketers<\/span><\/a><span style=\"font-weight: 400;\">\u00a0are using custom content marketing (up from 86% in\u00a02015)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">unfortunately, only\u00a0<\/span>5%<span style=\"font-weight: 400;\">\u00a0of B2B marketers think their content marketing is very effective<\/span><\/li>\n<li><span style=\"font-weight: 400;\">while 44% think it&#8217;s neutral<\/span><\/li>\n<li><span style=\"font-weight: 400;\">and 22% believe it&#8217;s minimally\u00a0effective<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As you can see, content marketing isn&#8217;t just another marketing fad.<\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\">The problem is that\u00a0most content marketers don&#8217;t understand how to deliver the right content, at the right time, to\u00a0the right people.<\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">In order to do make the most out of content marketing, marketers need a well-defined buyer&#8217;s journey. A buyer&#8217;s journey can help content marketers understand the buyer&#8217;s needs as this target demographic becomes more familiar with their company, and more prepared to buy from them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, I will show you what a buyer&#8217;s journey is and how you can use it together with your\u00a0<\/span><span style=\"font-weight: 400;\">content strategy<\/span><span style=\"font-weight: 400;\">\u00a0to increase the effectiveness of your content marketing efforts.<\/span><\/p>\n<p><em><strong>Learn More:\u00a0<\/strong><a href=\"https:\/\/www.singlegrain.com\/blog-posts\/content-marketing\/start-successful-content-marketing-campaign-scratch\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6265\">How To Start A Successful Content Marketing Campaign From Scratch<\/a><\/em><\/p>\n<h2><b>What Is a Buyer&#8217;s Journey?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A buyer&#8217;s journey is the process that\u00a0a\u00a0user goes through from being unaware of a problem to becoming a customer of a company that solves that problem.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10558 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/buyers-journey-example-2-1024x353.png\" alt=\"buyers-journey-example\" width=\"1024\" height=\"353\" \/><\/p>\n<p style=\"text-align: center;\"><em>Image Source: <a href=\"http:\/\/blog.hubspot.com\/sales\/what-is-the-buyers-journey#sm.0001xqvibtu41co8usl2r830k3y4s\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6266\">Hubspot<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">This is usually depicted as a\u00a0<\/span><a href=\"https:\/\/www.singlegrain.com\/blog\/how-to-create-marketing-funnel\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6267\"><span style=\"font-weight: 400;\">funnel-shaped process<\/span><\/a><span style=\"font-weight: 400;\">\u00a0which can be broken down into three steps, from lowest purchase intent to highest. In the image below, it&#8217;s further expanded\u00a0into five stages, with the first (Awareness), third (Evaluation) and fifth (Sale) corresponding to the three in the image above.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10554 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/Single-Grain-Marketing-Funnel.jpg\" alt=\"Single Grain marketing funnel\" width=\"560\" height=\"315\" \/><\/p>\n<h3><strong>Step #1: Top of the Funnel (TOFU)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Also known as &#8220;TOFU&#8221; (yes, like the food), this step is where everything starts.<\/span><b>\u00a0<\/b>At this stage<span style=\"font-weight: 400;\">, the buyer is most likely unaware he has a problem, and therefore, that he needs a solution. In some cases, he may be looking for an answer to a problem, but he&#8217;s definitely not interested in a solution yet. Either way, the goal of this step is to connect with the buyer, making sure he knows he has a pain point, and that there is a solution for it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since the buyer isn&#8217;t ready to purchase from you, the content shouldn&#8217;t be commercial or sales-focused. Instead, you want to offer something of\u00a0value first, so when they become aware of their problem, they are ready to learn more about your solution.<\/span><\/p>\n<h3><strong>Step #2: Middle of the Funnel (MOFU)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The goal of this step is to take a\u00a0problem-aware buyer and educate him about the solution he is looking for. Here, the buyer is researching the problem and gathering information on the different solutions he can use, so your focus should be on making sure he understands not only what he needs to do to solve his problems, but\u00a0how your company fits this solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even though the buyer is still not ready to purchase from you, he is seriously considering it, and you should act accordingly. The goal of your content in this step is to educate the buyer, help him understand your solutions (without being pushy) so he can compare it with the competition, and justify your solution so he can get the approval of his managers if it&#8217;s a work issue or the approval of his wallet if it&#8217;s a personal problem.<\/span><\/p>\n<h3><strong>Step #3: Bottom of the Funnel (BOFU)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The goal of this step is to take a solution-aware buyer and transform him into a customer of your company.\u00a0To be clear, in this step the buyer hasn&#8217;t already decided to buy from you; rather, he is considering whether he should choose you or one of your competitors. That&#8217;s why it&#8217;s so important to give the buyer all the information he needs to make an informed choice (i.e. you brand!), whether it is\u00a0giving him implementation specs, a free trial, a product demo, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The research isn&#8217;t over yet, as the buyer is still searching for\u00a0what it takes to implement your solution, how your solution works, how it&#8217;s better than the competition, and how much it costs. Also, it&#8217;s important to make the buyer as happy with the process as possible, so he can become an evangelist for your brand. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is probably the best possible outcome for your content strategy\u00a0since\u00a0<\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.getambassador.com\/blog\/word-of-mouth-marketing-statistics\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6268\">74%<\/a>\u00a0of people say that\u00a0word-of-mouth is a\u00a0key influencer when it comes to making a purchase<span style=\"font-weight: 400;\">.<\/span><\/p>\n<\/blockquote>\n<div class=\"sg-content-upgrade-banner\"><a href=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2019\/08\/Buyer-Persona-Template.pdf\" target=\"_blank\" class=\"sg-content-upgrade--cta\"><img decoding=\"async\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2020\/01\/Buyer-Persona-Lead-Mag.png \" alt=\"Click here to download your free template right now!\" class=\"sg-content-upgrade-banner aligncenter\"><\/a><\/div>\n<h2><b>Mapping Your Content with Your Buyer&#8217;s Journey<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know what a buyer&#8217;s journey is, you need to know how to map your content with each of the stages of the buyer&#8217;s journey for the most effective\u00a0outcomes. This shouldn&#8217;t be taken lightly, as delivering the wrong message at the wrong moment can frustrate your buyers and drive them\u00a0away from your company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In order to deliver the right content at the right time, I&#8217;ll show you how to map each of the main types of content to each step in the buyer&#8217;s journey.<\/span><\/p>\n<h3><strong>Mapping Your ToFu Content<\/strong><\/h3>\n<h3>1) Blog Posts<\/h3>\n<p><span style=\"font-weight: 400;\">Blog posts are the most common type of TOFU\u00a0content. Just take a look around this blog: you won&#8217;t see a &#8220;Why Single Grain Is the Best Agency for Your SEO Needs&#8221; or a case study (those are on other pages, but not on the page that&#8217;s all about delivering value for our site visitors). This way, Single Grain is able to attract tens of thousands of visitors per month who are aware of their problems, and aware that Single Grain can help them, so they know who to turn to when they&#8217;re ready to take action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So in this step,\u00a0your goal isn&#8217;t to convince your customers what you can do for them. The\u00a0goal of the blog posts your publish is simply to attract potential buyers, give something of value to them for free, and allow them\u00a0<\/span><span style=\"font-weight: 400;\">connect with your brand<\/span><span style=\"font-weight: 400;\">\u00a0through social media or email marketing.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10543\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/single-grain-guest-posts-blog-1-1006x1024.jpg\" alt=\"single-grain-guest-posts-blog\" width=\"565\" height=\"575\" \/><\/p>\n<p><em><strong>Learn More:\u00a0<\/strong><a href=\"https:\/\/www.singlegrain.com\/blog-posts\/blogging\/how-to-write-a-blog-post-that-actually-turns-readers-into-customers-2\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6269\">How To Write Blog Posts that Actually Convert Readers into Customers<\/a><\/em><\/p>\n<h3 style=\"text-align: left;\">2) Expert Content<\/h3>\n<p><span style=\"font-weight: 400;\">Expert content is another name for\u00a0the long and highly detailed content that many companies use to educate on\u00a0a specific topic. The goal of expert content (which some people call &#8220;<\/span><a href=\"https:\/\/www.singlegrain.com\/blog-posts\/content-marketing\/5-steps-to-developing-successful-pillar-content\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6270\"><span style=\"font-weight: 400;\">pillar content<\/span><\/a><span style=\"font-weight: 400;\">&#8220;), is to show that\u00a0you or your brand\u00a0is an authority in your\u00a0industry or niche. As with any type of TOFU\u00a0content, the goal of the expert content is to teach the reader something that you are very knowledgable about, not sell a solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neil Patel has done an amazing job in his blog\u00a0<\/span><a href=\"https:\/\/blog.kissmetrics.com\/marketing-guides\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6271\"><span style=\"font-weight: 400;\">Kissmetrics<\/span><\/a><span style=\"font-weight: 400;\">\u00a0by creating a resource page filled with marketing\u00a0guides that cover topics like social media marketing, e-mail marketing, reducing churn.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10556\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/Kissmetrics-Marketing-Guides-Resource-Page.png\" alt=\"kissmetrics-marketing-guides-resource-page\" width=\"662\" height=\"548\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And <a href=\"https:\/\/www.quicksprout.com\/the-advanced-guide-to-content-marketing\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6272\">Quicksprout<\/a> has an epic &#8220;Advanced Content Marketing Guide,&#8221; with info on SEO, content marketing, and copywriting. These guides have helped Neil attract hundreds of links to his blog, which help him acquire lots of organic traffic, but also position himself as an expert in the online marketing world.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10555\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/Quicksprout-Advanced-Content-Marketing-Guide.png\" alt=\"quicksprout-advanced-content-marketing-guide\" width=\"681\" height=\"641\" \/><\/p>\n<h3 style=\"text-align: left;\">3) Videos<\/h3>\n<p><span style=\"font-weight: 400;\">Videos are one of the most powerful content assets any company can use to attract visitors to a site and &#8220;push&#8221; them through their journey. Take a look at these amazing facts about video marketing:<\/span><\/p>\n<ul>\n<li>Using <a href=\"https:\/\/www.singlegrain.com\/video-marketing\/the-ultimate-guide-to-video-marketing\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6273\">video in e-mail leads to a 200-300% increase<\/a> in click through rate<\/li>\n<li>Including a video on a landing page can increase conversions by 80%<\/li>\n<li><a href=\"http:\/\/www.hyperfinemedia.co.uk\/infographic-31-must-know-video-marketing-stats\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6274\">50% of executives look for more information<\/a> after seeing a product or service in a video<\/li>\n<li>39% of execs\u00a0end up calling a vendor after viewing a video online<\/li>\n<li><a href=\"https:\/\/www.singlegrain.com\/video-marketing\/the-ultimate-guide-to-video-marketing\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6275\">73% of B2B companies that use video<\/a> marketing see significant ROI from it<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This goes without saying, however, that these\u00a0<\/span><span style=\"font-weight: 400;\">videos<\/span><span style=\"font-weight: 400;\">, just like blog posts, should be informative, engaging and high quality.<\/span><\/p>\n<p><a href=\"https:\/\/www.volusion.com\/b\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6276\"><span style=\"font-weight: 400;\">Volusion<\/span><\/a><span style=\"font-weight: 400;\">, an e-commerce platform, has used videos to attract and inform their audience about common e-commerce problems, like <a href=\"https:\/\/www.singlegrain.com\/local\/the-complete-guide-to-local-seo\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6277\">how to add SEO to a store<\/a>, how to do keyword research, and so on. This helps their visitors, primarily e-commerce store owners, solve common problems relating\u00a0to optimizing their e-tail platforms.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10545\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/volusion-seo-tips-adding-seo-to-your-store-1024x574.jpg\" alt=\"volusion-seo-tips-adding-seo-to-your-store\" width=\"641\" height=\"359\" \/><\/p>\n<p><em><strong>Learn More:\u00a0<\/strong><a href=\"https:\/\/www.singlegrain.com\/video-marketing\/the-ultimate-guide-to-video-marketing\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6278\">The Ultimate Guide to Video Marketing<\/a><\/em><\/p>\n<h3 style=\"text-align: left;\">4) Infographics<\/h3>\n<p><a href=\"https:\/\/www.singlegrain.com\/services\/infographics\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6279\"><span style=\"font-weight: 400;\">Infographics<\/span><\/a><span style=\"font-weight: 400;\">\u00a0are another powerful way to attract an audience and engage it into a relevant conversation. Here are some fun <a href=\"http:\/\/blog.hubspot.com\/marketing\/visual-content-marketing-strategy#sm.0001xqvibtu41co8usl2r830k3y4s\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6280\">facts about infographics<\/a>:<\/span><\/p>\n<ul>\n<li>People are 80% more interested in reading content if it includes\u00a0colorful visuals<\/li>\n<li class=\"p1\">Infographics on social media perform 3X better\u00a0than any other type of content<\/li>\n<li class=\"p1\">B2B content marketers increased the use of infographics from 51% in 2014 to 62% in 2015<\/li>\n<li class=\"p1\">People retain\u00a065% of information with visuals as compared to just 10% without<\/li>\n<\/ul>\n<p>Check out this Single Grain <a href=\"https:\/\/www.singlegrain.com\/blog-posts\/content-marketing\/science-building-buyer-personas\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6281\">infographic about building a buyer persona<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10561 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/The-science-of-building-buyer-personas-Single-Grain-infographic.png\" alt=\"the-science-of-building-buyer-personas-single-grain-infographic\" width=\"800\" height=\"322\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The key to a successful infographic isn&#8217;t just to make nice graphics and use cute colors; it&#8217;s pairing\u00a0useful data with relevant graphics that make the data more palatable and easier to absorb. Also, they must mention the sources where they take their data from, which adds authority to the infographic (or any piece of content with facts and figures).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hotels.com<\/span><span style=\"font-weight: 400;\">\u00a0has been able to\u00a0<\/span><a href=\"http:\/\/press.hotels.com\/en-us\/infographics\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6282\"><span style=\"font-weight: 400;\">use infographics<\/span><\/a><span style=\"font-weight: 400;\">\u00a0to entertain and inform their audience about traveling. From &#8220;Marijuana Tourism,&#8221; to &#8220;Club Sandwich Index,&#8221; to &#8220;Know Your Stars,&#8221; they have covered a lot of interesting topics in a unique way within their saturated industry.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10546 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/hotels-infographics-1024x559.jpg\" alt=\"hotels-infographics\" width=\"1024\" height=\"559\" \/><\/p>\n<div class=\"sg-content-upgrade-banner\"><a href=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2019\/08\/Buyer-Persona-Template.pdf\" target=\"_blank\" class=\"sg-content-upgrade--cta\"><img decoding=\"async\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2020\/01\/Buyer-Persona-Lead-Mag.png \" alt=\"Click here to download your free template right now!\" class=\"sg-content-upgrade-banner aligncenter\"><\/a><\/div>\n<h3><strong>Mapping Your MOFU Content<\/strong><\/h3>\n<h3>1) E-books<\/h3>\n<p><span style=\"font-weight: 400;\">E-books can help your brand extend the customer relationship from\u00a0the previous step by providing lots of value to the people who are researching\u00a0solutions to their problem. What&#8217;s more, e-books allow companies to get the buyer&#8217;s e-mail address, which helps them continue building the relationship in yet\u00a0another medium, which is famous for having an\u00a0<\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2016\/01\/70-email-marketing-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6283\"><span style=\"font-weight: 400;\">amazing ROI<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10559 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/Marketo-ebook-resource-page-1024x699.png\" alt=\"marketo-ebook-resource-page\" width=\"1024\" height=\"699\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Marketo<\/span><span style=\"font-weight: 400;\">\u00a0has created dozens of\u00a0<\/span><a href=\"https:\/\/www.marketo.com\/ebooks\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6284\"><span style=\"font-weight: 400;\">e-books<\/span><\/a><span style=\"font-weight: 400;\">\u00a0to teach their audience about the different aspects of the online marketing world. They have written books about all kind of topics, from lead scoring, to social media, to mobile marketing. This helps Marketo continue fostering the relationship that\u00a0started on\u00a0<\/span><span style=\"font-weight: 400;\">their blog<\/span><span style=\"font-weight: 400;\">\u00a0(which is also highly useful)\u00a0while making\u00a0their potential customers\u00a0aware of their software.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10548 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/market-ebook-elements-of-engagement-marketing-1024x503.jpg\" alt=\"market-ebook-elements-of-engagement-marketing\" width=\"1024\" height=\"503\" \/><\/p>\n<h3>2) White Papers<\/h3>\n<p><span style=\"font-weight: 400;\">White papers are similar to e-books in the\u00a0sense that they are both digital books, but differ in their depth and tone. Like\u00a0e-books, white papers are\u00a0focused on a specific topic, but with a narrower focus,\u00a0more academic tone, and more heavily research-based. For this reason, they take longer to create\u00a0and cater\u00a0on a high-level audience (that is, executives and other top-level decision makers).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tableau<\/span><span style=\"font-weight: 400;\">, a business intelligence and analytics company, uses\u00a0<\/span><a href=\"http:\/\/www.tableau.com\/learn\/whitepapers\" data-lasso-id=\"6285\"><span style=\"font-weight: 400;\">white papers<\/span><\/a><span style=\"font-weight: 400;\">\u00a0to attract executives to learn more about their industry. This not only shows that Tableau is an authoritative company in their industry, but also helps executives see where Tableau fits into their needs.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10547\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/cloud-data-brief-1024x841.jpg\" alt=\"cloud-data-brief\" width=\"599\" height=\"492\" \/><\/p>\n<h3>3) Webinars<\/h3>\n<p><span style=\"font-weight: 400;\">Webinars are a more intimate way to connect with a buyer while providing massive value.\u00a0<\/span><a href=\"https:\/\/www.readytalk.com\/blog\/christine-nguyen\/12-webinar-stats-you-need-to-know\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6286\"><span style=\"font-weight: 400;\">According to Ascend 2<\/span><\/a><span style=\"font-weight: 400;\">, of all the lead generation tactics available, webinars are the second most effective type of premium content for marketers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Webinars consist of 45- to 90-minute calls where a speaker or group of speakers talk about a specific topic, sharing insights, trends, and solutions to a given problem. Also, attendees can interact with the speakers, which makes the webinar more effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many companies that like to provide\u00a0a special offer to their attendees before finishing the webinar, which usually includes a discount for their service or product. This makes sense given that webinars\u00a0can &#8220;warm&#8221; people up and allow them to interact, making them more likely to convert. However, this doesn&#8217;t necessarily make sense for every company, so this must be done with care.<\/span><\/p>\n<p><a href=\"https:\/\/www.leadpages.net\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6287\"><span style=\"font-weight: 400;\">LeadPages<\/span><\/a><span style=\"font-weight: 400;\">\u00a0is a company that makes good use of webinars to attract and convert its attendees into customers. Their webinars are very\u00a0informative, but always end up tying the webinar&#8217;s topic to one of their\u00a0offers. Since the offer is unique and high quality, this would have\u00a0a\u00a0good conversion rate and a good ROI.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10549\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/leadpages-webinar-1024x665.jpg\" alt=\"leadpages-webinar\" width=\"680\" height=\"441\" \/><\/p>\n<h3><strong>Mapping Your BOFU Content<\/strong><\/h3>\n<h3>1) Demo &amp; Explainer Videos<\/h3>\n<p><span style=\"font-weight: 400;\">Demo videos work like tours: a sales rep or a presenter shows a buyer how the software or product works, what it can do for them, and how it can solve their problems. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are two types of demo videos: live and recorded. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The live demo videos have a unique power which recorded ones don&#8217;t \u2014 the demonstration is done in front of the buyer&#8217;s eyes\u00a0and\u00a0makes them feel as if they are using the product or tool themselves. Live demo videos are like a powerful 1-2 sales combo. Recorded demo videos also work, although not as effectively as the live ones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zoho CRM<\/span><span style=\"font-weight: 400;\">\u00a0has a library packed with\u00a0<\/span><a href=\"https:\/\/www.zoho.com\/crm\/demo\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6288\"><span style=\"font-weight: 400;\">demo videos<\/span><\/a><span style=\"font-weight: 400;\">\u00a0of how their tool works. These videos show all the different aspects of Zoho CRM tool, which help dissipate many of the buyer&#8217;s questions.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10550 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/zoho-crm-1024x592.jpg\" alt=\"zoho-crm\" width=\"1024\" height=\"592\" \/><\/p>\n<p>Explainer videos are similar in that they&#8217;re meant to explain something. They tend to be\u00a0short, entertaining\u00a0and informative. While demo videos tend to feature a company\u00a0CEO who is demonstrating\u00a0how\u00a0their product benefits the customer, explainer videos are usually animated shorts (just a couple minutes long)\u00a0that\u00a0can be more like a how-to demonstration.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10560 size-full\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/Demo-video-vs-Explainer-video.png\" alt=\"demo-video-vs-explainer-video\" width=\"849\" height=\"482\" \/><\/p>\n<p><em><strong>Learn More: <\/strong><a href=\"https:\/\/www.singlegrain.com\/video-marketing\/how-to-craft-a-high-converting-explainer-video\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6289\">How to Craft a High Converting Explainer Video<\/a><\/em><\/p>\n<h3>2) Comparisons<\/h3>\n<p><span style=\"font-weight: 400;\">Comparisons help buyers weigh the pros and cons\u00a0of a product&#8217;s features and prices\u00a0and help them measure which one would better suit\u00a0their needs and problems. For those companies that offer complex solutions, this can have a big impact on the buyer&#8217;s decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Optimizely<\/span><span style=\"font-weight: 400;\">\u00a0does a great job at showing the differences between their plans on their\u00a0<\/span><a href=\"https:\/\/www.optimizely.com\/plans\/\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6290\"><span style=\"font-weight: 400;\">pricing page<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10551 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/optimizely-1024x808.png\" alt=\"optimizely\" width=\"1024\" height=\"808\" \/><\/p>\n<p><span style=\"font-weight: 400;\">There is another type of comparison, in which a company compares their features with those of a competitor. This can be very powerful, especially in saturated industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Agile CRM<\/span><span style=\"font-weight: 400;\">\u00a0does this pretty well by\u00a0<\/span><a href=\"https:\/\/www.agilecrm.com\/zoho-alternative\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6291\"><span style=\"font-weight: 400;\">comparing what they offer<\/span><\/a><span style=\"font-weight: 400;\">\u00a0with what their competitors offer, including Zoho CRM.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10552 size-large\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2016\/11\/agile-crm-1024x766.jpg\" alt=\"agile-crm\" width=\"1024\" height=\"766\" \/><\/p>\n<h3>3) Case Studies<\/h3>\n<p><span style=\"font-weight: 400;\">Case studies are important because they hit on a key persuasion principle:\u00a0<\/span><span style=\"font-weight: 400;\">social proof<\/span><span style=\"font-weight: 400;\">. By showing buyers the successful story of a company&#8217;s customer, including before and after statistics, it really showcases how\u00a0they, too, could improve and\u00a0succeed. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, this type of content is similar to the word-of-mouth marketing because by having a &#8220;real person&#8221;\u00a0explain the benefits of a tool or product, it comes across as\u00a0more personal and less &#8220;salesy.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Klaviyo<\/span><span style=\"font-weight: 400;\">, an e-mail marketing provider, does a great job by showing a benefit-driven testimonial from\u00a0one of their customers on their homepage. Also, they have a section\u00a0<\/span><a href=\"https:\/\/www.klaviyo.com\/case-studies\" target=\"_blank\" rel=\"noopener\" data-lasso-id=\"6292\"><span style=\"font-weight: 400;\">full of case studies<\/span><\/a><span style=\"font-weight: 400;\">\u00a0that show how many of their customers have used their tool, and include the great results they have gotten.<\/span><\/p>\n<div class=\"sg-content-upgrade-banner\"><a href=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2019\/08\/Buyer-Persona-Template.pdf\" target=\"_blank\" class=\"sg-content-upgrade--cta\"><img decoding=\"async\" src=\"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2020\/01\/Buyer-Persona-Lead-Mag.png \" alt=\"Click here to download your free template right now!\" class=\"sg-content-upgrade-banner aligncenter\"><\/a><\/div>\n<h2><b>Conclusion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The buyer&#8217;s journey is\u00a0a key element in any company&#8217;s marketing strategy. By matching each customer&#8217;s\u00a0needs and problems with exactly the right type of content along the stages of the sales funnel, this will\u00a0improve the\u00a0effectiveness of your content marketing.<\/span><\/p>\n<script type=\"text\/javascript\">\n\t\t\tjQuery(document).ready(function($) {\n\t\t\t\t\/\/ Delay Twitter widget loading by 6 seconds for performance\n\t\t\t\tsetTimeout(function() {\n\t\t\t\t\t$.getScript(\"https:\/\/platform.twitter.com\/widgets.js\");\n\t\t\t\t}, 6000);\n\t\t\t});\n\t\t\t<\/script><script type=\"text\/javascript\">\n\tjQuery(document).ready(function($) {\n\t\tconsole.log(\"Infogram\");\n\t\t!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");\n\t});\n\t<\/script>","protected":false},"excerpt":{"rendered":"<p>Content marketing\u00a0is a\u00a0keystone in the marketing strategy of any company.\u00a0Just consider these stats: 64% of B2B technology buyers\u00a0say\u00a0that they read 2-5 articles or posts\u00a0before committing to\u00a0a purchase 88%\u00a0of B2B marketers\u00a0are&#8230;<\/p>\n","protected":false},"author":86,"featured_media":10539,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"buyer's journey","_yoast_wpseo_title":"How to Optimize Your Content Strategy with a Buyer\u2019s Journey","_yoast_wpseo_metadesc":"Most marketers don't deliver the right content at the right time to the right people. 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