NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
Connecting the Dots: mapping content to the buyers journey
1. Connecting The Dots
Mapping Content to the Buyer’s Journey
Laleh Hassibi, Sr. Manager Content
Marketing, PayScale
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2. 5 Steps to Good Content
• I.D. your buyer’s persona: know who you are
talking to
• Map their journey: know the paths they take
• Produce content for each part of their journey
• Repurpose content to feed the machine
• Measure, test and do it all again
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4. A Tale of Two Buyers
CSuite
vs.
HR Functional
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