1. Mapping Your Content to the
Buyer’s Journey
Marc Gabriel Amigone
Inbound Marketing Consultant
@MarcAmigone
inboundbuddha.com

2. Objectives for today’s session:
Learn what the buyer’s jouney is
Why it’s important
How it works
What you can do to integrate it into your content
marketing strategy

3. 1 What is the Buyer’s Journey?

4. The Buyer’s Journey is the active research process a potential
buyer goes through leading up to a purchase.
The Buyers Journey

7. 2 Why Cater to the Buyer’s
Journey?

10. DON’T GET TUNED OUT

11. CONSUMERS HAVE
ALL THE POWER

12. 57% of a prospect’s buying
decision is complete
before that prospect’s first
contact with a supplier

13. HELP BUYER’S MAKE A
MORE INFORMED
DECISION AS AN
EXTENSION OF YOUR
BRAND

14. 3 How Does the Buyer’s
Journey Work?

15. Look at the buyer’s journey

16. Break it up in stages

17. Prospect has now decided on their
solution strategy, method, or
approach. Is compiling a long list of all
available vendors and products in their
given solution strategy. Is researching
to whittle the long list down to a short
list and ultimately make a final
purchase decision.
Prospect has now clearly defined and
given a name to their problem or
opportunity. Is committed to
researching and understanding all of the
available approaches/methods to
solving their defined problem or
opportunity.
Prospect is experiencing and
expressing symptoms of a problem or
opportunity. Is doing educational
research to more clearly understand,
frame and give a name to their problem.
The Buyers Journey

23. 4
What Can You Do to
Integrate the Buyer’s Journey
into Your Content Strategy?

25. Identify Your Gaps

26. Buyer’s Journey Next Steps:
Tailor all existing content to each relevant stage of
the buyer’s journey
Refine titles, keywords, etc. to call out signals that
map to each stage of the buyer’s journey
Generate new content for each stage that doesn’t
already have it

27. USE YOUR
MAPPED
CONTENT IN
WORKFLOWS!

28. Break it up in stages

29. Use workflows to streamline this journey

30. 5 In Conclusion

31. Forget B2B, B2C

32. Embrace B2H

33. Meet your prospects
where they are

34. QUESTIONS?

35. THANK YOU.