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Connecting The Dots
Mapping Content to the Buyer’s Journey
Laleh Hassibi, Sr. Manager Content
Marketing, PayScale
Sponsored by:
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

Sponsored by:
Connecting the Dots: mapping content to the buyers journey
A Tale of Two Buyers

CSuite
vs.
HR Functional

Sponsored by:
A Tale of Two Buyers

Sponsored by:
A Tale of Two Buyers

Sponsored by:
Map the Journey

Sponsored by:
Map the Journey by Persona

Sponsored by:
Finally! Content Production

Sponsored by:
Reach Them: Feed the Machine
Blog

Display &
Retargeting

Email

Sponsored by:
Test, Measure, Optimize
• A/B testing against goals (i.e., email subject
lines, ad graphics, web landing pages)
• Analyze KPIs (leads, opens, traffic, clicks)
• Optimize, learn and repeat

Sponsored by:
Laleh Hassibi
Sr. Manager Content Marketing, PayScale
@lalehfarrah
lalehh@payscale.com

Sponsored by:

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Connecting the Dots: mapping content to the buyers journey