When you move beyond the sweeping statements around what a substance guide is and how it functions, you encounter exactly how enormous the errand can get in the event that you are not cautious. As I specified some time recently, I think it is astute to start unassumingly and let things develop after some time. Else, you can get overpowered and finish pretty much nothing.

I recommend beginning with a straightforward guide with only three phases in the purchaser travel. Presently this clearly is rearrangements – most B2B promoting and deals experts would recognize that there at least six discrete strides. In any case, three phases will give me a chance to outline the idea and you can develop it to for your specific needs.

The three stages we will start with are:

Awareness: You want content that will attract the buyer or influencer to your website so that they become aware of you and your offering.

Consideration: You want the prospect after he or she has found you to learn more about what you offer and how it addresses their needs.

Deciding: In this phase you want to make content available to the buyer or influencer that will satisfy their considerations around buying from you.

Read on to see how we turn this buying stages into a map.

With the stages of the buyer journey defined, we can begin laying out a simple content map.

First, we have Eddie the Engineer who is working on a project for a chemical processing facility and has a need for a pump with some special capabilities. Just any old pump won’t do. So he begins searching for pumps that can be flexible. Since you sell just such a pump, you have placed content on your website, likely in a blog post as well as the products section, that contains the particular keywords that Eddie is using in his search. And you have done additional work with these search terms so that you are on the first page of results that Eddie sees. He then clicks onto your site.

Persona

Stage of Buyer Journey

Awareness

Consideration

Deciding

Eddie Engineer

Has a problem to solve. Needs a pump for a project he is working on, but has special requirements. 

Content on how your pumps can be adapted for unique applications.

So far your map is working. It helped you identify what Eddie would be looking for and helped you plan the content on your site to attract him and make him aware of your capabilities.

But then, Eddie discusses his findings with Pete the Project Manager who decides he wants to learn more about what Eddie has found. He visits your site looking for evidence that Eddie’s idea will work. Fortunately, you have anticipated this and have prepared several case studies for Pete to download which show how your pumps have been successfully used in unique applications. In addition, you have positioned these downloadable documents so that Pete leaves you his email address so you can, in the near future, send him some additional information to help him with his decision.

Persona

Stage of Buyer Journey

Awareness

Consideration

Deciding

Eddie Engineer

Has a problem to solve. Needs a pump for a project he is working on, but has special requirements. 

Content on how your pumps can be adapted for unique applications.
Pete Project Manager

As PM he is ultimately responsible for the successful operating of the modification to the plant.

Case study on how customers were happy with applying your pumps to special needs.

Pete is still not completely sold (is any PM ever completely sold?) so he asks his Purchasing Agent, Paul, to do a little research on your pumps to make sure that you can comply with the projects terms and conditions of sale. Paul knows that not everyone can respond to the shipping and payment terms of this unique project, so he too visits your website.

Persona

Stage of Buyer Journey

Awareness

Consideration

Deciding

Eddie Engineer

Has a problem to solve. Needs a pump for a project he is working on, but has special requirements. 

Content on how your pumps can be adapted for unique applications.
Pete Project Manager

As PM he is ultimately responsible for the successful operating of the modification to the plant.

Case study on how customers were happy with applying your pumps to special needs.
Paul Purchasing Agent

His job is make sure the i’s are dotted and the t’s crossed. 

Content on your site and perhaps in a white paper on how you can adapt to special shipping and payment requests.

When he arrives, he finds that you have foreseen this also and gave him simply the data he needs to guarantee Pete that ‘these folks can convey’. So Pete advises Eddie to put in the request.

Presently this is a straightforward case however I trust it outlines how the substance you put on your site must be considered in light of the requirements of the different guests to the site. Personas separate your guests into gatherings with comparable needs and the Content Map helps you ensure there is something there for them at every progression in their purchasing venture

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