What role do I play in the buying process? What motivates me? What challenge(s) and/or opportunity(ies) keep me up at night? What do I expect in a solution? What constraints or objections might I have to a solution? What outcome am I looking to achieve?
Buyers have different needs at different stages of their buyer journeys. It's important to understand the buyer's context and identify the questions that need to be addressed at each stage. It's also important to understand what will trigger a buyer to move to the next stage and to identify the barriers to progression. Knowing where your buyers are in the buying cycle helps you create and promote content to engage them.
What content can you provide to answer buyers' questions? Where will your buyers find that content? How will your buyers respond to different ways that content is packaged?
Agree on what is success and how it will be measured
Set goals & align content strategy with goals
Build your goals into your analytics platforms
Build analytics into the content review process
Test, analyze, tweak (learn from successes and failures)
Share the content with everyone involved in the buying process/ sales pipeline/ marketing funnel. Sales, obviously. HR. Operations. Investor relations. Customer service. Yes, even finance. And it’s a two-way street: You tell them what’s being published and how it can benefit their efforts (so they use it!) and they feed you info about what’s happening in their worlds, so that the content you produce resonates better with the audience and adds value across the customer lifecycle.
Learn more in the blog post 7 Steps to Content the Sales Team Will Actually Use