The Importance of Aligning Content to Each Stage of the Buyer’s Journey

journey

This post first appeared on the Salted Stone blog.

At Salted Stone we often find ourselves in meetings with clients who have come to us looking for a quick fix to their website conversion challenges. They know the traditional outbound marketing tactics they’ve been relying on don’t work as effectively as they used to, and they’re anxious to get up and running with a solid content marketing game plan to spark new sales.

The challenge for us is that many of these clients don’t realize that in order to gain the most value from their investment with us, it’s essential that our team takes the time to map out a content marketing strategy that is based on research and actual customer information.

We find that many new clients expect us to jump in and start producing content immediately based on our best guesses as to what will engage their audience. This is when we do our best to educate them about the importance of completing a thorough investigation into the messaging strategy that will resonate the best with their buyer personas.

This is because having a comprehensive understanding of a client’s buyer personas, and the way in which those buyers arrive at purchasing decisions, is fundamental in developing a successful content marketing strategy.

In fact, research from the Aberdeen Group reveals that marketers who align content to specific stages of the buyer’s journey yield 73% higher conversion rates.

How We Develop Buyer Personas

Buyer personas are not the same as demographic or industry identifiers. Developing a buyer persona isn’t something you can just make up based on one person’s experience with your customers, or on personal experience. Developing a buyer persona that contributes to a solid foundation for your content marketing efforts usually takes a bit of time.

Continue reading on the Salted Stone blog.

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